Guest Editor: Kate, Marketing and Product Director

Kate is currently in New York to oversee the initial training, to meet and greet press and to introduce Illamasqua to the Big Apple...

So, as the New York launch looms, and our National USA launch in October is growing closer, I have been spending time in the USA making sure that everyone who needs to know about Illamasqua knows about it. Monday Jennifer, Daniel and I trained the fabulous and inspiring team that are going to be representing us in Sephora at 5 Times Square. I am so excited about the launch and have confidence in the newest Illamasqua evangelists. In the words of one of the team - we channel Sasha Fierce!

Tuesday and Wednesday I had the pleasure of the company of the people that are in the know in the New York beauty business - the editors and beauty directors at the likes of W, American Vogue (I had a bit of a Devil Wears Prada moment outside of the Conde Nast building!), American ELLE and Nylon. The feedback we have had has been phenomenal - everyone is so excited about our impending launch and they love, love, love our products. Bring on the launch!!!

Box News Flash!

Alex has been really busy lately and as such this Box News Flash covers the past fortnight!

After the excitement of the exclusive Masterclass at Selfridges last week [check out the older blog posts for a run down on this event if you haven't already!] it was straight off to Paris where Alex has been working with Karl Lagerfeld on a top secret project. She called me straight after working non stop for 25 hours - the world of fashion is a crazy place!

Alex also shared her delight in anticipation of a collaboration book with Rankin. The final details are being signed off as I type and I have seen a rough draft - it looks incredible and I will of course keep you all informed of this as the launch date looms ever closer!

She has also been working with Warren Du Preez and Nick Thornton Jones, the acclaimed fashion photographer on the Shelter Housing Project. The shoot was, according to Alex, very avant garde and beautiful. With names such as Damien Hurst, David Bailey and the Chapman brothers also involved, it sounds like a great collaboration project.


She has also collaborated on an album cover for a very well known band, a cover for Harpers Bazaar, a shoot with the gorgeous Rosie Huntington Whiteley, a calander for French Marie Claire, Another magazine, Chinese Vogue, Japanese Vogue, a PKZ campaign...

The new Powdered Metals have been a mainstay in her make-up kit - she has covered the bodies of many models and celebrities with them in the past few weeks, including the gorgeous model Baptiste Giabiconi.

Alex also wanted to thank everyone who came along to the Masterclass and said it was great to meet you - she is looking forward to judging the Mizzworthy/ Illamasqua competition [new post about this to follow]!

She's back off to Paris on Monday for more work with Karl Lagerfeld. Phew! I need a nap just thinking about it all! Keep an eye out for the next Box News Flash, coming soon...

Product of the Week: Liquid Metal in Solstice

There were only so many Product of the Week's I could write without mentioning the cult Liquid Metal in Solstice! This has become the fastest selling product in our entire collection - within five days of the Sirens collection launching in Selfridges London, it had sold out and we were urgently restocking it... we then launched Sirens online after the next delivery and promptly sold out there within forty eight hours, too!

This product has also been featured in editorial magazines from Nylon, Japanese and British Vogue, Look, Grazia and Tatler.

So what makes this product so special? Well, for those of you who do not own it or have it on your wish list, I will let other bloggers explain for you [click on the quote to go to the blog]...

"my latest obsession is Illamasqua Liquid Metal in Solstice... It's the richest, gold cream shadow and it's multi-purpose."

"The pigments are the richest I've ever encountered, the assortment of jaw-dropping colours... and the textures are so creamy, velvety and luxurious that time stands still when you're at the counter. Can't you just feel my excitement! I can't speak highly enough of this brand and it keeps getting better..."

"I LOVE Solstice and am so glad I have it in my collection as it's one of the few unique products that I own within my make up stash!"

From my point of view, the reason this product has been so successful is:

Texture: I have yet to find a product that feels like this - it is a perfect balance between cream and gloss. It picks up the light in a way that suggests it has shimmer particles, but does not feel at all grainy.

Blendability: The Liquid Metals were formulated for use all over the face and body - eyes, lips, cheeks, body... and for a product this versatile you need to be able to blend it out where you need it! I have mixed it with body lotion and used it to add a slight shimmer but then I've also used it with an eye liner brush to get a really concentrated line...

Colour: The perfect gold - not too yellow, not too green, not too dark.

Collection: It's the hero product of the Sirens collection and was used on lips, eyes, cheeks and body in the photo shoot to highlight the versatility of the product.

The good news is that this product has just landed at our warehouse and we are busy readying it for the stores and for the Internet store! Get yourselves on the wishlist and I will blog about it once it goes live. It will also be available to ship internationally as well as in the EU!

* Thanks to Yinka for the swatch of Solstice *

Alex Box Masterclass EXCLUSIVE to Selfridges Oxford St

It’s not often a once in a lifetime opportunity comes along, much less the chance to learn from a true visionary whose work has been seen on the faces of some of the world’s most glamorous models strutting the catwalk for A list designers such as Karl Lagerfeld, Stella McCartney and Gareth Pugh, and in magazines including Vogue, Numero, Harpers Bazaar, Another Magazine, Dazed and Confused, 10 and i-D.

Cool, creative and cutting edge, Alex has been hailed internationally as one of the most influential make-up artists of the modern era, drawing inspiration from science, technology, art, history, culture and nature and fusing them to create work that is both inspirational and innovative.

As our Artistic Director, Alex is committed to empowering people to be more creative with make-up, so is doing two exclusive masterclass sessions in Selfridges on the 3rd and 4th July.

Alex will lead each class with a step by-step-tutorial, with our team of artists on hand for one-on-one support. On Friday 3rd July (6-8pm) Alex will be focusing on 'dare to be different' looks, and on Saturday 4th July (11am-1pm), Alex will showcase ways to create head-turning, night-time looks.

The cost of each masterclass is £20 and fully redeemable on all Illamasqua products. Places are very limited to ensure that you get an intimate experience and the chance to chat personally with Alex. To find out more or to book your place at this fabulous event call the Selfridges Oxford Street team on 0207 318 3788 today!


Sorry for those of you who don't live around London - hopefully we will be in your area next! I will publish photos from the event in due course.

Alex Box Biography and Exclusive Interview

Alex Box studied and exhibited as an installation artist before training to become a make-up artist, with her main focus on relationships between the body and the environment. As a make-up artist, she went on to explore this relationship between art, science, nature and the magical. Today, Alex creates out of the box [!] looks for designers including Gareth Pugh, Alexander McQueen, Biba and Chanel.

Leading the field in experimental beauty, she is a regular contributor to i-D, Vogue, V, Harpers Bazaar and 10 magazine as well as ShowStudio online.

I grabbed a quick word with the lady herself…

Hi Alex, how are you today?

I am very good! I have got a lot done – I’ve met with two photographers to talk about creative projects for the near future, had a conference call with Rankin about our new book and been to the dentist. I’m now off to Brewer Street for a late lunch and to pick up some material!

Why did you agree to become Artistic Director for Illamasqua?

How could I say no? Julian Kynaston [Chairman of Illamasqua] approached me through Myspace after reading an article about me, written by Bethan Cole for the Sunday Times Style where I mentioned that the art of applying and enjoying make-up was being slowly lost and replaced by corporate cosmetic fads. He came to me and presented an idea for an emotional cosmetic brand that would bring the fun and life back into an increasingly stagnant industry. The fact that he approached me in such a human and informal way – through Myspace – really touched me and I fell hook line and sinker for his vision. It was not corporate, it was not business, it was passion and I absolutely understood where he was coming from as it was coming straight from the heart. We could not have been more in tune and so it was inevitable that we would form a really solid relationship.

How has the journey from idea to reality been for you?

Amazing. Ive learnt a lot; how you develop a range literally, how you translate ideas into physical product and the highs and lows of life on the production and business side of cosmetics. Of course, there are frustrations - certain pigments can’t be used on certain areas of the face, certain textures are impossible to achieve, but it is the struggles that make you really appreciate the triumphs.

I am a creative at heart and I believe that if you have a strong enough idea and enough passion and commitment to something then it can create something wonderful. I have become extremely confident and proud of Illamasqua – our visions are being shared by so many people and it is extraordinary to be a part of something like that. I believe we have barely scratched the surface. Illamasqua is going to be huge and I am going to be there every step of the way!

Has exploring individuality has always been more important to you than trends?

Yes. It’s a life long journey to discover yourself, who you are, what you believe in. Why pretend to be someone else or do what everyone else is doing? Trends are very transparent. If you try to be on trend, you’re already off which is the irony of fashion. Once you are wearing the trends, the ‘trend setters’ are on to the new thing and thus you have already fallen behind. You become like a dog chasing your own tail.

One person being labelled ‘alternative’ does not create a movement – you need more than one voice and at Illamasqua we have a whole choir! When you look at it from that perspective, our counters become even more incredible.
What advice would you give to anyone wanting to become a make-up artist?

Believe in yourself and just go with what is in your heart – a lot of people will tell you to adapt and change your ideas to suit the current fashions and if that is who you are then fine, but to be an innovator you need to be able to step away from it all and be able to reflect on your life and experiences you have had. Take time out to experience new cultures, visit exhibitions and spend time with friends as this will influence your work and give your work a view point and develop your artistic impulse. What will inspire you otherwise?

The best advice I ever received was when I was just starting out - a top make-up artist told me: It’s a stayers race. This is completely true – many people will drop away but it’s all about stamina and belief.
How would you describe your style?

An acid goth. Pure and simple.

Check out the Box News feature later this week to find out what Alex has been up to!