Online health and beauty retailer and brand owner The Hut Group (“THG”, or the “Group”), has announced its acquisition of cosmetics brand Illamasqua. Illamasqua was founded in 2008 by Julian Kynaston and is well-known in the beauty industry for its fearless dedication to creativity and self-expression and its campaigns celebrate diversity. With a theatrical heritage, its bold, professional products have gained a cult following from customers and make-up artists alike, including standout heroes Hydra Veil and Beyond Powder. Since its launch, Illamasqua has also upheld a strong commitment to never permit animal testing on any of its products, a principle that The Hut Group will continue to support.

Illamasqua has branded stores located in Leeds, Liverpool and London. Its products are also stocked in Selfridges and Debenhams in 15 locations across the UK and are available direct to customers online, through illamasqua.com and THG-owned lookfantastic.com, amongst others. The brand also offers make-up courses within The Illamasqua School of Make-up Art in London.

This investment represents a further investment in THG’s international beauty offering. THG is already Europe’s largest retailer of premium beauty products – including MAC, Bobbi Brown, Estée Lauder and Lancôme – through Lookfantastic.com, and also owns a host of luxury Beauty brands including ESPA, Mio Skincare, Mama Mio, Grow Gorgeous, and GLOSSYBOX.