Discover beauty through professional reviews

(Available in USA only)
NOW READING Illamasqua has Arrived – The Celebrity-adored Beauty Brand Coveted Around the World
August 20, 2020

Illamasqua has Arrived – The Celebrity-adored Beauty Brand Coveted Around the World

There’s a reason such icons as Beyonce, Florence Welch, Rita Ora, and Lady Gaga are fans of Illamasqua. The cult-favorite, cruelty-free British makeup brand celebrates freedom of self-expression through inventive color cosmetics.



Illamasqua’s Director of Artistry


“Inspiring you to express who you truly are through the power of makeup”

Pablo Rodriguez, Illamasqua’s Director of Artistry



From the moment I tried their iconic Hydra Veil Primer in 2019, I was a fan. Not because it was touted by celebrities, and not because it wears its 100% cruelty-free (no animal testing ever) badge like an Olympic medal. This innovative creation was groundbreaking in texture and delivered on its performance promises, which is why this fashion-forward brand has a fan following of not only consumers but revered makeup artists as well.



Hydra Veil Primer
Illamasqua Hydra Veil Primer


Hydra Veil


As a self-proclaimed primer junkie, I thank my car-building father for helping me understand that you need a perfect canvas in order to get a perfect finish. Hydra Veil does far more than prime, though. The combination of microalgae and vitamins B3 and C keep skin hydrated even under sunscreen-heavy, matte foundation. Between the calming plant extracts and the Jell-O-like texture, this water-based primer is beyond easy to love.


I’ve worn this under every foundation I own, including YSL, Lancôme, Bobbi Brown, and Koh Gen Do, and it has enough grip to provide 8-10 hours of comfortable wear without breaking around my nose or mouth. It also has the most entertaining texture ever!


The primer comes with its own spatula inside, which doubles as a handle to open the inner lid. To keep the product sanitary, though, clean the spatula after each use before storing it inside.



Illamasqua Gel Sculpt
Illamasqua Gel Sculpt Mini Silhouette



Gel Sculpt  Silhouette


I was admittedly nervous about this contouring product when I opened the tube. What initially looked intense, intimidating, and far too dark for my skin tone turned out to be surprisingly subtle.


Like Hydra Veil, Gel Sculpt’s water-based formula applies with refreshing coolness and none of the unsavory characteristics associated with some stick formulas. It works equally well under and over foundation, but don’t dawdle with this one. The hydrating tint dries quickly, especially in arid conditions, so apply and blend it in immediately, one area at a time, before it sets. And, if you love a good makeup multitasker, Gel Sculpt’s texture makes it easy to apply as eye shadow as well. I used a densely packed, short-bristled brush to blend it into the crease to create dimension after using the same brush to contour the sides of my nose.



Illamasqua Masquara
Illamasqua Masquara Raven





If there’s one product in my beauty arsenal that I’m fanatical about keeping sanitary, it’s mascara. I live by the 90-day rule and pitch products like a Major League Baseball all-star. That said, Illamasqua’s Masquara makes me wish I had lots and lots of lashes because this formula was both buildable and creamy, thanks to lash conditioning vitamin E. The fluffy brush makes it easy to get all the way down to the lash line, but if you have sparse lashes, I highly recommend using a disposable wand, especially for the first coat.


As a contact lens wearer and allergy sufferer, raccoon eyes can be a huge problem for me. Illamasqua’s Masquara didn’t flake or smudge during my 10-hour workday, and my husband – who rarely notices my makeup since I test so many things – told me I looked “more awake” on the mornings when I wore this. That alone seals the deal for me.

Tracy is a "quality over quantity" word girl fascinated by eagles and life in a small SoCal mountain community. She believes in the now, has written professionally for 30+ years, and worships at the alters of serum and Sulwhasoo.




Verified Expert

I love presentation for Illamasqua brand. And Masquara Raven formula that defines and dramatizes lashes. Stay 10 hours and no flake - this is great!
Let’s try to stay beautiful!


Verified Expert

I have got to try this primer and mascara!


Verified Expert

I like this brand, I'd love to try more of their products. I currently have their liner and eyeshadow. :)


Verified Expert

I'm excited and interested in the primer and highlighter! I don't like highlighters that are too shimmery and will make my skin look more aged than I am because of its texture. Illimasqua is so smooth, velvety and a little bit of it goes a long way.


Verified Expert

I have had yet to find a mascara that doesn't make me look like a raccoon and I cannot wait to try this mascara!


Verified Expert

You might also like the Eyeko Beach Waterproof Mascara and Eyeko Sport Waterproof Mascara Black. Both of them held up all day even when I put drops in my eyes. I love that there are now so many excellent choices in this category on Beautytap.


Verified Expert

Heard a lot of good feedback about Hydra Veil from friends for it keeps the makeup fresh looking all day long. I will definitely try this product!


Verified Expert

I can't wait to try the Hydra Veil Primer! It looks amazing on the skin and its 100% cruelty free!


Verified Expert

I think I'm on my third jar of the Illamasqua Hydra Veil Primer, and the texture always makes me smile. I get joy out of the silliest things in life, and I think you'll really love this primer, too.


Verified Expert

This is a great article and I am dying to try the Hydra Veil primer! I like that it has Vitamin B3 and C esp for discoloration and redness/ :) I am really intrigued with the texture and I think a lot of my friends who are makeup fanatics will like this! ;)


Verified Expert

This brand looks so unique and it delivers high quality results! everyone needs to hear about this one 😉


Verified Expert

Great article! I’ve seen this brand around when they were in some stores, but then, I didn’t see it again. I never had the chance to try it. Now I can!