Digital beauty brand Il Makiage wants you to swipe right... for your dream makeup look.
The direct-to-consumer brand, which was relaunched in the US last year, is launching a new e-commerce platform, business model and try-before-you-buy program that aims to match users to cosmetics.
The company is aiming to eliminate the risk of buying cosmetics online without being able to test them out, via a new app called Kenzza and a revamped website redesign.
New interactive features include a swipe left/right interface that allows users to select their favorite makeup looks from a series created exclusively for Kenzza by a team of beauty influencers. Each look comes with its own influencer-led video tutorial to help users recreate it at home. Users then have the option to choose up to four products to try at home, free of charge, before committing to any purchase.
"There is no doubt that the beauty consumer lives online, and yet, due to the current shopping deficiencies online, tries new products offline," said Oran Holtzman, CEO of Il Makiage, in a statement. "To achieve our goals, we needed to have a ton of fresh, daily content. So instead of creating videos in-house, we generated a new business model via deep, mutually-beneficial influencer partnerships to showcase their beautiful, creative content."