Fragrance house

Illamasqua

Illamasqua launched in November 2008 as a British cosmetics brand founded by Julian Kynaston. Its name combines elements of “Illusion” and “Masquerade.” At launch, the brand drew on dark 1920s Berlin influences and introduced professional-quality, high-drama makeup through Selfridges. Its early creative development drew on Kryolan’s professional makeup heritage, with makeup artist Alex Box leading an art team that included Dave Vanian of The Damned and artist Anja Huwe. By 2011, Illamasqua’s public identity centered on theatrical, subcultural makeup and self-expression. That year, it released Freak, its first fragrance, described in contemporary coverage as a shared dark floral with resinous and smoky elements. In 2017, Illamasqua used Munroe Bergdorf in a campaign based around gender fluidity, reinforcing its association with diversity and individuality. On 6 October 2017, The Hut Group announced its acquisition of Illamasqua.