IL MAKIAGE closed 2025 at roughly $560M in revenue, contributing the majority of parent company Oddity Tech's $810M record year. International was up 42%.

The brand is on track toward a public $1B revenue target for 2028. They run one of the most disciplined paid-media operations in DTC beauty, which is why the next bit is worth looking at.

IN THIS MEMO

THE ANGLE x FUNNEL MAPPING

TOFU - Top of Funnel (awareness and new audience entry) = 5 angles: ·

MOFU - Middle of Funnel (consideration, in-depth knowledge, objection handling) = 4 angles:

BOFU - Bottom of Funnel = 3 angles (conversion layer, where price, urgency, and risk reversal live):

Every paid ad in their library is engineered to do one job, which is get a stranger to finish the PowerMatch quiz. By the time someone completes it, IL MAKIAGE has a dossier on them: email, shade, undertone, skin concern, age, routine and what truly matters for them.

2. Then the Closing Happens Here: a landing page with your name on it

If you notice the gif above, the quiz doesn't dump you into a generic PDP - or - to ask you to open your inbox to get the result. It spits you onto a dynamically assembled results page, built from the answers you just gave.

Flag combination skin and the page leads with combination-skin proof. Flag hyperpigmentation and the copy shifts to match. The shade recommendation, the "try before you buy" framing, the social proof, the bundle logic, all of it gets stitched around the concerns the quiz just surfaced. This is where the closing happens.

And email is still there to catch you in case you close the tab before you buy.

3. The First Creative Moonlighting as the Last

Their cold creative is also doing real conversion work, not just warm-up duty. The skeptic-to-believer arc plays like a full strangers-to-buyers narrative crammed into thirty seconds, carrying a viewer through doubt, proof, match, and purchase inside one piece of creative. A meaningful share of buyers convert straight off the first ad, which is the kind of thing that makes the media team's Slack very chill on a Monday.

4. What the Ad Actually Sound Like

Quiz · Direct quote · "2026 goal: stop wearing the wrong foundation shade."

Skeptic-to-believer · Pattern · First-person openers in the shape of "I was skeptical," "I wasn't expecting much," "I kept seeing this all over TikTok." The emotional beat tends to land on surprise rather than satisfaction.

Mature skin · Pattern · Leads with the age-specific problem: "As skin matures, foundation can settle into fine lines and wrinkles." Creators are cast to match, with recurring characters like "Grandma Gail" and "Auntie Sybil" showing up across the library.

Cultural moment · Direct quote · "Mercury retrograde really has me second guessing my shade match."

Retention · Direct quote — "Babe… SUMMER IS COMING! It's time to restock."

IL MAKIAGE's machine targets a different moment than most brands do. The goals in the feed is your email and your undertone. The closing happens later, once the data is in hand.

If this memo got you thinking about how brands spread conversion across the funnel, this next case study is worth a look.

The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.

Learn more

Love or hate this full funnel approach? Il Makiage Foundation SKU has over 1.2 million reviews (insert your mind blown emoji here!!!)

So take our analysis with a grain of salt - or in this case 1.2 million grains of salt.

And if you haven’t yet, take a look at the Ads Library from us.

More Ad-ventures coming next week!

The Creative Strategist
at The Marketer’s Memo