Illamasqua was a brand that called out to the atypical and the artistic, and had secured an underground, irreverent space in the makeup world. However, since they were acquired by the Hut Group, they took a turn into the more wearable and the mainstream, which made Illamasqua loose a lot of its identity (and, I suspect, cult following) which is a shame. Still, that doesn’t mean that they stopped doing what they did well. Yes, the colour ranges are getting more basic (just look at the blushes) but there are still some OGs that were great then and are great now – and guess what, some of the newer releases are pretty good too.