Il Makiage solved online cosmetics' biggest problem—wrong foundation shade—with a PowerMatch AI quiz and a try-before-you-pay model that turned shade-matching into a DTC growth engine.
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See all ads on AdLibrary →Il Makiage is a New York-based DTC cosmetics brand founded by Oran Holtzman and Shiran Holtzman-Erel in 2018 under Oddity Inc. The brand's PowerMatch AI quiz matches consumers to their exact foundation shade online, paired with a try-before-you-pay model that dramatically reduces the primary barrier to online cosmetics purchase.
Il Makiage's paid strategy centers entirely on the PowerMatch quiz as a conversion funnel. Every Facebook and Instagram ad is designed to drive users into the quiz rather than directly to a product page. The quiz both personalizes and commits the user—once you've completed a detailed shade assessment, you're far more likely to complete purchase. The try-before-you-pay offer removes final risk. This combination of personalization, commitment, and risk removal is among the highest-converting DTC funnels in beauty. Explore their ads at AdLibrary.
Meta is Il Makiage's dominant acquisition channel—the brand runs extraordinarily high volumes of paid creative, testing dozens of ad variants simultaneously. Creative themes rotate around the shade-match guarantee, foundation quality, and the try-before-you-pay offer. Retargeting sequences are sophisticated, using quiz completion data to personalize retargeting messaging.
Core themes: 'find your perfect shade in 90 seconds'; try before you pay; AI precision shade matching; full-coverage foundation without a cakey finish; and confidence in your skin. Copy is bold and conversion-focused, with the quiz CTA prominent in every format. The try-before-you-pay offer is the most repeated conversion hook.
Il Makiage's PowerMatch model shows that removing the single highest purchase barrier in your category—not lowering price, not improving quality—can unlock growth that competitors with better products never achieve. Try-before-you-pay solved the shade-match problem more effectively than any clinical accuracy claim could. Lesson: identify the one reason your best prospect doesn't buy, and build your entire conversion strategy around eliminating it.
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