No marketing tactic is a greater scam than hiring Mikayla nogueira to promote the product

“this lady in the ad” and then it’s jan from the office😭

rather than spending all the money on advertising within every social app there is they could actually develop better products 💀

I am a nano creator and they reached out to me a few years ago to create a video for their concealer. They sent me a brief with step by step instructions on how to film an "honest" review. Let's just say I passed as I have morals and was getting a major "ick" vibe. Here is 1 page of the 13 page brief they sent: ROUND 1: “BEFORE” PRODUCT HERO + SHADE # ◇ Silently pose without the bottle (ex.A) ◇ While holding the bottle in frame, give us these spoken moments (ex. B): ◇ A brief introduction to your testimonial and the reasons you want a new concealer ◇ Show us the problem areas you would like to cover up with the concealer Please grab your BAD MATCH for the next 2 rounds! ROUND 2: BAD MATCH vs GOOD MATCH APPLY (ex.C) ◇ Apply bad match concealer to RIGHT under eye and blend (disgusted reaction) ◇ Apply good match concealer to LEFT under eye (+ blend) IMPORTANT: Keep your head in the same framing (+ limit head movement) while filming ROUND 3: BAD MATCH EMOTIVE REACTIONS (ex.D/E) ◇ (Start with bare skin) Apply a large amount of the bad match concealer ◇ React verbally (i.e. “This does not match me at all!”; “I can’t believe I got the wrong shade again”) ◇ Speak to the makeup mistakes you’ve made with wearing the wrong concealer ◇ Talk about how you need a new concealer that works for your skin

Listen Jan needed to get her bag after she tried to sue Dunder Mifflin 😂😂😂

Still to this day, the best concealer and foundation for me is from The Maybelline Fit Me collection. I'm at the point where I'm just using what I know works best.

My mom (44) bought the whole Il Makiage kit after seeing one of these filtered ads. I will say it does match her skin tone well, but it wasn't really anything groud-breaking like the advertisements. The coverage was average, patchy and streaky like the video.

i did the trial, cancelled the subscription the SAME DAY my order arrived. (mind you…this was still within the month time frame.) the next month came and they STILL charged me for the subscription that i’d cancelled. when i spoke to customer service, they never got back to me. i had to contact my bank just to get the money back. i was furious. and on top of all of this? i NEVER received the foundation or concealer that they charged me for. not to mention the shade match was comedically bad!

False advertising on social media has gotten out of hand. I've started reporting blatant false advertising to the FTC. The last one I reported was a company advertising a product for 35% off, then when I clicked the link the actual discount was "up to" 35% off, when "up to" wasn't on the ad. And I went to the exact product advertised on Instagram and im not kidding when I say it was only 12% off. Ridiculous. And brands will keep getting away with it unless we report it

I remember these super deceptive ads on Snapchat back in like 2016. I’ve never tried them and have zero desire to because of how much filtering/editing they use on their ads.

that’s a standard drugstore 2018 foundation. thanks for taking one for the team. they literally only sell ONE foundation…skin type doesn’t matter.

D-list celebrity? That actress is the one that plays Jan on The Office! 😆

You’re about to apply it but in my mind I want you to have it edited when you do the first bit on your face, do the influencer gasp, then turn off the edit & be like jk. I’d laugh SO hard!😂

All beauty subscriptions do this. Ipsy, meaningful beauty, etc. they make it damn near impossible to cancel. I believe they do this hoping the majority of people will get aggravated and just give up on trying to cancel. It’s really messed up. So be careful with any beauty subscription.

You’re 100% right the quiz/email thing is just data harvesting crap! They asked you all of those questions and still sent you a foundation that had an undertone that was far too cool for your complexion! Thanks for making this ❤️

Il Makiage is the kind of brand that relies on a mature audience that knows less than we do. They're in for a surprise in a few years and millennials reach that age demographic and the company can't trick no one anymore. Another make up brand that'll go under in 6 months lol

My go to drugstore foundations are the Neutrogena skin clearing one when I have a break out, and the Maybelline Fit Me (I use matte and poreless and it makes my skin look really pretty) when my skin is normal. I’ve tried all kinds of expensive foundations and I always go back to the drugstore ones.

14:45 beyoncé is so generous for not trademarking “i woke up like this, flawless” lmao. this brand is so lucky they’re getting away with this

They turned off the comments because they are an Israeli company and they didn't like people pointing that out.

A few years ago when I was a teenager still experimenting with makeup, I remember I bought this foundation - they’re still using the same ads by the way - and I didn’t know anything really about makeup at the time, but I did and always have struggled with dry skin because I get bad eczema. For me, I remember it being one of the better foundations that I have tried in terms of how it looks on dry skin after a few hours, but it did fade quickly and was wildly overpriced for what it was. Those ads have always been utterly outrageous - I honestly don’t know how they get away with it, especially when they shove their ads down everyone’s throats.

People need to discuss how insane Il Makiage's email campaign is if you take their quiz but do not end up ordering anything from them. It has been MONTHS, and I am STILL getting emails from them about not ''missing out'' on buying their foundation! I would just unfollow and contact them to stop sending me emails, but I am curious about just how long they will continue with this!

i bought the concealer about two years ago after seeing so many ads on instagram . i was 16 working part time so i was a bit hesitant because of the price of the concealer. it looked good initially when i applied it but it dried darker than it was and accentuated the wrinkles under my eye which i never really had with my usual concealers. i’ve had concealers below £10 that worked way better than il makiage.

Thank you for doing this review. Im an so sick and tired of being ripped off. All I want is to go out just one night and feel good about what i look like. Im well over 50 and menopause has absolutely killed my self esteem. These companies dont care about how they make individuals feel when their”awesome products “ Who make, apparently everyone else look dewy , flawless and amazing but not you. And my expectations are not even high. Just give fraction of whats promised and id be happy . Guaranteed or your money back ? Load of crap They got your 50-60 $ and they are keeping it. Im a new subscriber and i realize your probably 30 years younger than i am but the information your providing is of value to all ages. This company almost had me . If this product doesnt do for you what youd hoped with your beautiful complexion ? What chance in hell do I have.Truth these day is so hard to come by. And bonus you saved me 60 $ and a big let down. Hats off to you!

I remember seeing these ads EVERYWHERE on KZfaq and I wanted to buy it, but I'm SO glad that I never did 😭

I never trust random advertisements for makeup brands. I’m either buying well known brands or indie brands that have been vouched for by people i trust.

I actually love this foundation It looks incredibly natural, and when I did do the color match it matched me perfectly !

Omg I’m soooooooo happy someone is finally called this brand out! I purchased this foundation and it was absolutely awful.

A few years ago I got their trial version where I had 30 days to return it... it DESTROYED my face (patchy, oily and made me break out within the first week i had horribly painful acne everywhere) and I've dealt with trying to get rid of the scars and divets since then. When we contacted them trying to return it and not get charged for the full bottle.. they said they would send us return stuff, then never did. Contacted them over and over trying to get it returned by that 30 day mark to avoid the charges and they started ignoring me until the 30 days was up and they charged the card anyways. This company is a mess.

I bought this foundation in college and first thing I noticed was that the packaging looked nothing like what they had shown in the ad. But also it didn’t do anything it claimed and it was super cakey and they had me submit several photos (this was probably 6 years ago or so) and it definitely did not match my skin AT ALL. But why I bought it was that I saw an ad where they covered up a tattoo perfectly. I was like hey if they can cover up a tattoo, they can cover up my acne! I was in a play so I needed some stage makeup anyway so I bought it and I looked orange like an Oompa Loompa…

I CANNOT TELL YOU working in sephoras and ultas for years that I have a predialed speech for this foundation and for the 6 pan beige to cool pink waxy “creme” palettes on facebook. They do believe it, every time 😭💕

I got this foundation and primer. It worked pretty good at first. I got compliments on it. I've only had it for a couple of months, but recently I've noticed my face having an orange hue to it 😭🤧

Thanks for saving me - i was just considering this foundation for my next purchase as i have yet to find a fpundation that i love.

Thank you so much for this honest review! I was pretty sure the ad was edited, but when looking for reviews or even reading the comments in their posts most people seem to love it, so I was very confused and almost buying it. Glad I didn’t.

I've been using their "Woke up like this" foundation for about a month and so far it's working really well for me, I was even feeling good about signing up for the sub. However, their marketing is ridiculous. I've already got a subscription to their foundation and their still flooding my inbox with ads. Since my initial order on March 20, I've gotten over 30 emails from them. And lots of them are things like "you've been selected to receive a full size gift" but when you follow the link it's with the purchase of a full size product (which wasn't clear in the email). I'm literally about to find a new foundation because i'm sick of being sold to so aggressively.

I always assumed it was a scam but I remember like 3 years ago Sydney Sweeney used this foundation in her Vogue beauty secrets video. I was so confused, made me believe it was actually good quality foundation for a minute haha. Now I am thinking maybe she was paid to mention it? Not sure. It did look good on her skin though

My mom had to get a new card cause she bought foundation one time and they never stopped charging her and sending her more Atleast ONCE A WEEK for a couple months and no matter who we contacted they wouldn’t stop

my mom was so susceptible to their advertising and kept telling me to buy their concealer because it was the most revolutionary makeup product, but i was like, “mom, don’t believe everything you see online!” i’m fine with my good old drugstore concealer that has never let me down.

I did the trial and i loved it. But i don't go through foundation so quickly so the subscription charged me the next month. I hurried up and emailed them asking if i could cancel the order. Not only did they release my funds, theyd already shipped the foundation and told me i could keep it for free. That stood out to me. As for deceptive marketing, i think most companies do that. It doesnt make it right, but here we are :/

I've definitely had this shoved in my face on fb as well. I'm so glad you tried it so I didn't waste my money. Thank you Angelika 😊❤

Engagement! But also thank you for doing this video i know im late but i only just found your channel and my god i’ve seen so many of these stupid ads, pretty sure i found the same reddit threads you did and decided not to buy luckily, thank you so much for spreading awareness 🙏

You got me addicted to that darn sponge lol

you're sooooo pretty without makeup!! your makeup looks good every time, but wow i've never seen you without!

sounds like MLM marketing tactics

I remember seeing these ads EVERYWHERE back in the day when really thick full coverage foundation was the gold standard lol

that’s not just some person that’s jan levinson 😂

I'm so glad you did this because those damn advertisements almost got me and I got through their stupid little quiz but I could not end up checking out because the price was just more than I was willing to spend. Like drugstore makeup might be hit or miss but for the price I can't get too upset.

6:58 wow the makeup is so good it even blurred the text on the bottle! 😂😂😂

they’ve been trying to sell me on this damn foundation for YEARS at this point. always knew it was too good to be true

So glad I saw this! You saved me a headache and money! Thank you!!!!

I actually like this foundation. Best foundation match I've had. The coverage is average but I've been wearing it for years. I didn't believe the skin blur from the ad, but was curious nonetheless. Edit: just wanted to say after reading the comments, I've never had an orange hue when using it. Its a nice natural finish and I set it with elf primer. Never knew people hated it so much.

I’m so glad you did this video! I nearly ordered it and money is tight. Thanks 🙏🏼

I've been seeing these ads for like a year lol. I found the obvious filters/photoshopping hilarious

Like 4 years ago after seeing a million ads for IL Makiage, I finally caved and gave it a try. I knew it wasn't gonna be great.. but it was just terrible. It felt like I was putting something on my face that I wasn't supposed to, my skin was getting itchy right off the bat. I am so shocked to STILL be seeing advertisements for this brand, and even more shocked it lasted this long to begin with.

Thanks for reviewing it, I have been wondering about it for years now (before they started being so obviously ridiculous)

My mom bought this foundation and the first thing she told me about it was that she didn’t like it lol. She said it makes her look orange, it slides around, doesn’t work with any of her makeup and cakey. She said it’s nothing like the ads. She hasn’t used it since.

I find the foundation okay, I bought it from an old ad a few years ago. I normally use a light foundation so I only use it for more coverage. I didn’t cancel, just changed my payment method to one that wouldn’t work 😂

When I was first getting into makeup a few years back I got this foundation. It was my first real foundation and I was really excited to try it out…Girl, when I tell you I was ORANGE! I still have pictures from when I used this foundation and its genuinely embarrassing to look at lol. I was naive and easily influenced by a few too good to be true ads, don’t make the same mistake I did 😅

Omg I remeber when I was first getting into makeup I saw a ad on some app for this foundation and I immediately wanted it 😭 I didn’t really understand deceitful marketing in the makeup industry because I wasn’t familiar with it

The only thing I have from them is their disco fox eyeshadow palette, it was ridiculously expensive but luckily the shimmers are stunning and the mattes are some of the best I’ve ever used, they blend themselves. However I don’t think I’d buy from them again knowing how they advertise & run their business! With the ridiculous filters & the subscription service that is so difficult to cancel, no thank you!

Thank you for this video bc I was going to order it to cover my tats bc of the ads

I cannot escape this ad on Pinterest ugh. Glad to see someone talking about it

Ur eyelashes are gorgeous!!

they sent me their 3 fairest shades and they still looked dark orange... i couldn't even tell you if the formula is good, because the colour was such a mess

They put all this time and money into scammy ads and scammy tactics, why not just put that effort and money into doing it better? Seems like a good way to have a short lasting business once everyone figures out it's bs.

I’m SO GLAD this video randomly popped up in my feeds (I don’t watch anything make up related). I almost bought this product. I hardly wear makeup, but when I do, I’d like to look nice. I’m almost 43 so I’ve got some wrinkles. I know I did do the test months ago but can’t remember if I completed it. I didn’t give up my credit card number or anything. The bottle of neurtrogina foundation in my makeup box is a little over two years old so I thought that this would be a good brand. Thanks for saving my bank account 😆

I’m 44 and I fell for this makeup b/c my ‘makeup smart’ friend suggested it. Your review is 100% my experience plus I have wrinkles and they were made worse by this foundation! I thought I was doing something wrong or my skin was just that bad! I don’t wear makeup everyday but I want to at least feel good about my face when I do wear it, I’ve given up hope on that! Thanks for the video!

Ugh tried it, first time I turned orange, changed my shade by doing the quiz to find a new shade match and what was wrong with the first one and picked it's to orange, second bottle came and I'm orange again lol and they're fairly far apart shade numbers so IDK. Bought the primer too, didn't do a damn thing! Cancelled my subscription! Like the brush it came with though 😂

I tried it a few years ago and hated it. It asked for several foundation shades that match my complexion from other brands and I gave them 3 and it made my whole face yellow and made me break out lol horrible.

I will say that part of me really does get it. Ive come very close to buying because 1) they wear you down and 2) appealing to pain points DEFINITELY works. I struggle a lot with acne and scarring so im always on the lookout for products that actually help hide those things, and a lot of companies use those insecurities very effectively

Omg I brought from them a few years back, thought “oh maybe it’s me”. Ended up subscribing, tried EVERYTHING and it still looked BAD! I left a shitty review and they replied basically saying it’s my fault and it can’t be that bad if I have a subscription. Also, isn’t this woman from The Office? 3:06 😂

i literally almost ordered this foundation hahaha

I bought the primer, concealer, and foundation and it was the straw that broke this camels back! I've spent years, $1000s of dollars and I've NEVER found a foundation that was worth using! No foundation actually works. I'm now 33 and I will never buy foundation again. Just gonna live with the face I have...

"So I'm super excited to try it"!😂 actually, I cannot wait to see if you like it. ❤

The quiz is to collect customer data to modify their product/marketing at the same time

I ordered the foundation and got the primer and application brush for free as a promo. The foundation has great coverage, which I was pleased about. The make sure I am very hydrated prior to applying foundation so I find it goes on quite well. After a long day, it feels a bit heavy but no caking or streaking for me. I was able to cancel subscription.

I believe I’ve heard that one of BYU’s sports teams is sponsored by Young Living, an absolute dumpster fire of an MLM with a dodgy past and horrible practices. So a brand sponsoring a sports team gives them exactly zero extra legitimacy in my mind.

I actually bought the foundation kit and was so disappointed as it was nothing even close. I get they used filters, but I didn't expect the foundation to erase my texture lol, I did hope though it would still be good but man, it was cakey, patchy, shade was off, just horrible. I then bought the spray foundation with primer, that is supposed to give you an airbrush look and it's just as bad.

I’m so happy you made this video. I see them all over and I tried it and it’s not good.

To quote Cher from Clueless. “It is a full on Monet. From far away it’s ok but up close it’s a big old mess.” Amber - picks up a bottle.

The foundation was great for me and I still use the free foundation brush ngl… haven’t seen any of their adds on insta in months but I don’t know if I selected something and that’s why

I thought about buying it a few times because i struggle with drug store foundations (thankfully now with fyne, hnb etc I've now got great foundation and actual matching concealer!) but something always felt off. So glad I didn't! I'd rather buy Danessa Myricks if i want an expensive foundation, i know i can get that in my colour!

THIS FOUNDATION IS SO SMELLY!!!? I had to send it back because of it! Like helllllla chemicals

Thank you so much for making this video. They almost got me 😅

This brand has been around for a while. I was invited to their launch in SoHo (friend was a beauty editor) and we were given $100 to spend on the makeup. I choose a foundation and a few eyeshadows. The event was really nice, walked away thinking it would be the next big thing. Even back then, the foundation’s biggest problem was oxidation… I was orange halfway through the day when the foundation in the bottle had a yellow undertone. I brought it back and went up a shade…. It oxidized to my shade but for the first few hours I looked casket ready. Really odd…. And I had to use a heavy duty pore filling primer or else every line/ pore would show. I will say I LOVED the eye shadows. My favorite is the 955 Own It single shadow. After that event, I never heard about it again until last year. To me this seems like a money laundering front lol

I gave in and bought it just a few weeks ago - I hate it also! lol Going to send it back…wish I’d have seen your video first!

The ads for the sunless tanner is even worse!! I’ve tried almost every brand (back in the day I even did comparison videos on here lol) and I got sucked in to one of their tanner ads! It’s the worst! Completely orange! Not olive or brown at all. Big yikes.

I bought this foundation because the reviews for it were amazing anywhere you looked. The shade match was really good but the foundation itself sat on top of my skin and made me break out in little red bumps everywhere. And I tried using it multiple times. I don't have sensitive skin and I'm not picky about my foundation but it was the worst I have ever used.

I’ve tried so many foundations. I’ve seen this brand everywhere. I’m not really interested in “trying” an overpriced foundation. I have one that works for me. The days of giving it a try at current market prices are over for this gal. Thank you for trying it out. You’re young and I could see the patchiness on your forehead.

I remember applying for a job for these guys online and they sent me an email basically politely saying I wasn't hired, but they would send me an E-gift card with a certain amount of $$ on it for free for applying and being a newly graduated professional MUA. I ordered, and my code didn't work. It took me DAYS to get ahold of anyone, and it was just such a hassle. They eventually just stopped replying to me after about my 5th email asking about the code error. Very disappointing, but after that, all I've seen is questionable things from them..

love your eyeshadow! what is it? if you don’t mind sharing 🙏🏻 and thank you for saving me from buying this trash. the rest of your makeup looked perfect but i don’t even think the color of that foundation was right for you and the ads are obviously absolute 🐂💩

everyone with acne, let's just start rocking it this year. you don't gotta love it but who else is tired of being made to feel like it's something you eventually have to fix! That is SO expensive and you're worth so much more than how you look. How you look is just how you look. Body neutrality y'all we got this

I tried this in the same shade and it’s definitely not like the ads. It doesn’t cover anything and it fades away very quickly throughout the day. I agree with this video.

I have an IL Makiage foundation, primer, and setting spray. No affiliation, honest review: Foundation: when I first purchased, the color they sent me wasn't exact but it was the closest I've ever found and was only one undertone shade off. I had assumed it was my lighting in the photo I sent. I reached out and they sent me another with no extra charge and it was a perfect match, at the time. I don't use it as often anymore because my color changes from time to time because of hyperpigmentation, season, and medications I use for unrelated reasons. The texture is alright for my skin type (oily) when I apply and goes on smooth, but once dry, the finish actually separates and makes my skin look flaky if the weather is dry or cool. (When I use this foundation, I counter this effect with the setting spray) I use this foundation when I do natural, matte, every day minimal looks. For me, it gives medium coverage and can get full coverage with build, but the more I build, the more I build it becomes cakey. Primer: it works decent for me on humid days or hot days, not on dry days. Nothing groundbreaking with this. On dry days, it makes my skin look subtly gritty. I use it when I have nothing else but don't waste your money. Setting spray: hate it! It is sticky, like post-it sticky. The sole reason I still use it is because it counters the separation of their foundation, but I always have to go over with powder to cover the stickiness. I shouldn't have to set the finish of a setting spray 🙄 also, I have to lightly blot the spray in with a foundation brush, otherwise, it will dry to a gritty looking finish because the mist will dry exactly the way it lands on the skin (granular moisture bubbles), instead of spreading and blending on its own. So technically, it defeats the purpose because I'm manually doing the blending, not the spray blending on its own. I only use it for this specific foundation and refuse to let my money go to waste so I won't trash it, trying to use it out. Save your money, big pass on this one. Overall, not worth the money. The only thing I can say about their foundation is that they did indeed get the color match exact (on the second try)

I liked the Il Makiage mascara I first got from Ipsy but not the other that I liked yet

I have the il makiage foundation and concealer. It matched me perfectly, and although I rarely use any make-up, the coverage is pretty good. I haven't tried any other brands for make-up as I dont apply it enough.

I haven’t seen any ads for them in years and today saw a Milabu video on yt about them and I hope I don’t start getting advertised to 😱

Oh my god, are they the W.I.T.C.H. books behind you? I GREW UP ON THEM, forever an Irma stan

I also got shade matched and decided not to buy because I said my shade was very light and cool and they gave me like a warm sun kissed color

I fell for it about 3 yrs ago. Idk anything about makeup, wanted to try getting into it to hide slight aging (I guess it can't 😅) and I hated it. I've never liked using foundation and this one made me never want to try it again.

If anyone is interested, the BEST foundation I have ever tried is Fenty Beauty Profiltr- I’ve been using it for like 6 years. Expensive but so worth it; it’s the first time I’ve seen a noticeable difference between a more luxury brand and drugstore foundation, and I’ve tried a ton. I’ll never go back!