When was illamasqua founded

There aren't many people with as much punk heritage in their blood as this man. After a number of years working for his mother, he co-founded lingerie company Agent Provocateur, where he worked for 16 years before leaving to join Kynaston. The pair have created a bold beauty brand that is expanding rapidly and will soon have 13 UK stockist sites, as well as a presence in the US, Australia and Dubai. Well, they don't shy away from unconventional looks and highly pigmented colour.

The core collection is based on a range created by Arnold Langer, who learned his trade in prewar Berlin among the underground clubs and cabaret performers of the time. 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.

The brand also offers make-up courses within The Illamasqua School of Make-up Art in London, helping to nurture the next generation of qualified artists and enthusiasts. We have been working with THG for over a year now and have seen great successes, so this move was a natural step for the brand. The cosmetics industry interested me for two reasons. Secondly I had witnessed an event in Whitby, where I was really quite moved by the way make-up was being worn by boys and girls, men and women, as a part of the alternative scene.

When I set off to study the make-up market I have to say I was really quite bored very quickly. Every brand was giving the same message and none seemed to be in any way getting close to building an emotional connection with their customer. Of course there was MAC and much of what that brand did was impressive, but it still seemed predictable and lacking emotion.

Looking back, it was probably a period of 18 months within which the idea of Illamasqua, including its name a fusion of illusion and masquerade , was formed.