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How cult US beauty brand Il Makiage is disrupting the beauty industry

For decades, global beauty giants like L’Oréal and Estée Lauder have followed the same playbook: team up with movie stars and models and leverage their fame and desirability to drive sales. But cult US beauty brand Il Makiage has taken a different approach.  Launched by brother and sister Oran Holtzman and Shiran Holtzman-Erel in 2018, the fast-growing online retailer uses little-known ‘micro influencers’ to demonstrate its products and attract customers.  Influencers can uploa