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.

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

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!

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.

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 ❤️

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!😂

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!

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

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'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 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.

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

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.

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.

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.

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

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.

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 😭🤧

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.

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

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

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 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.

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

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

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.

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.

So glad you did this because I got hit with these ads like crazy!!!! I did do the quiz like you did a few different times and did get 2 different shades. Did it again a couple weeks later and got the first shade again. I was so close to buying but so glad I didn't buy into the hype. I'm not really a foundation wearer and the appeal of the application looking like skin was the thing that made me want to buy. I'll stick with being able to get away with not wearing foundation or go with my tried and trued bare minerals. I do love elf so I'm going to try their new satin foundation. Or just use their halo glow filter alone when I want some coverage. But this product really is being pushed down everyone's throat and you can't believe everything you see.

Doing an edited Il Makiage social media ad is such Jan Levinson behavior.

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

that type of advertisement in the beginning with the obvious blurring is so common in china 😭

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 😊❤

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

Thank you for making this, I was convinced by the ads cuz I didn’t realize they were filters & I’ve been wanting to order it but frustrating that it’s never on sale even on Black Friday, so glad I now know it’s in fact bullshit & never gave them my money

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 🙏

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.

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

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

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.

You got me addicted to that darn sponge lol

Yes!!! I haven’t seen anyone talking about this brand (also haven’t gone out of my way to search..) but I almost fell for their marketing (roast me idc) and now every time I see an ad I’m like “who tf falls for this?” 😂

Thank you for doing this video,, being so bombarded with the ads, I was tempted to try it. Had no idea about the scammyness of it all too. You saved us all!

2:57 “this person” 😭😭 No Jan Levinson Gould would not stand for that disrespect

sounds like MLM marketing tactics

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.

Thanks for posting this I was curious about the brand, nearly ordered it twice and was considering finally ordering it soon

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

I bought the foundation in 2019. It's an ok foundation, my skin is dry so it didn't look the best on me, but I didn't feel scammed by it. idk why they market like they do.. i feel like it harms their reputation more than anything

I’m really glad you made this video. I don’t use most social media, but they have been *all over* Pinterest and I almost fell for it. I’m going to blame the small size of the ads for me not picking up all the photoshopping 😅

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.

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 BEEN WAITING for someone to talk abt this😊

I bought this foundation, and I'll be honest, I liked it. The only complaint I have is that it oxidizes. So, it made me look orange after a while of wearing. Which made me send it back.

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

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

It’s funny because even with the misleading advertising I still thought it was an ugly foundation stuck in 2016 😂

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 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...

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!

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

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.

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

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 😂

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

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

I’ve been seeing adds from Il Makiage since 2020! Same type of add, I actually almost fell for it once but I’m so glad I trusted my gut feeling on that one! It’s giving cheap halloween foundation makeup, it’s giving steaky grease paint but also drying somehow? Thank you for your honest review!

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.

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.

Horrible company, had one of the most racist moment of my life with one of their “skin matching experts”. After asking series of racial questions most have nothing to do with my actual color, they sarcastically suggested the darkest shade literally the darkest shade they offer that had nothing to do with my tone. I’ll never touch their product not too mention the formula is horrible anyway.

Oh gosh I came so close to trying it. Thank you for this!! I made it as far as the weird quiz too and did the same thing lol

So, I have never used foundation before, very ignorant about makeup in general. And let me tell you, when I first saw those ads in high school, I 100% bought it. I thought it was so amazing, and really considered buying what the test recommended me. I kept a note of it on my phone for if I ever wanted to start wearing makeup. It’s not rage-bait, they’re just targeting people that don’t know better. People that aren’t into makeup, and don’t have a lot of practice spotting photoshop. Because even if I only log onto instagram once in a blue moon, that’s still often enough to see their ads and wonder about it

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

I bought this foundation YEARS ago, like at least 5 years, and I was not a fan. the shade match was good but I didn't like how it looked on my skin. I did the trial where they don't even charge you for like 14 days (not sure if that's still a thing) and I sent it back within that time frame. I later got a really nice customer service email asking me to give them another chance and a $50 gift card. I got lip products and they were ok but not my favorite. they definitely didn't have any kind of sketchy subscriptions at the time either

I tried the foundation so many years ago and the color match was very good. It matched perfectly and I did get compliments on whether I was wearing makeup or not but I didn’t feel like the foundation was anything special or ground breaking. I cancelled it right after the trial period with no issues. I agree that their over exaggerated marketing was so irritating but it obviously worked because I gave them a try.

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 remember them! I bought from them back in like 2017ish? If I remember correctly I think it was their "seamless shade match" that was their USP at the time? I don't think the filters were THAT bad at the time but maybe I was naive lol. I definitly remember that the shade match was appalling and the coverage wasn't all that. I only got a few uses out of it before ditching it.

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

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 😂

Ur eyelashes are gorgeous!!

I saw a bunch of Il Makiage ads but never bought in until I did a google search for what sort of foundation was good for dry flakey skin. There were so many people saying Il Makiage and I just trusted them to be real. For me I believe that for sure either bots or people paid to write that stuff. Absolute garbage in my opinion and I regret spending so much money on a bottle. The shade wasn't even a match but I didn't try to correct it because the formula was so trash for me and a color change wouldn't fix that. I'm glad people are spreading the word that this seems like a total scam.

Thank you! I was wondering if it worth a try. You saved my time and money

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

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 😅

Thank you! My naive side has felt fomo ever since i backed out of the skin quiz for this. I know better, if its in an ad online its not what it promises to be

I really like their foundation tbh! I was shocked how well it matched

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

I fell for the ads a while ago and bought it. Bad colour match and sat on top of my skin and emphasised all dry bits. Got an exchange for another worse colour match and no matter how I applied I couldn't get it to sit right. Streaky and just rubbish. Sent it back and didn't get a full refund they kept postage fee which just finished me off 😂

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 😂

Same issue you had. I have dry skin. It was patchy even used primer. I reached out to the company and got an AI bot who told me to spritz a little water on my brush. Totally missed a sales opportunity too because I said I was curious about that pore blur stuff lol. Anyways, adding the water helped a tad, but it really was just like any other foundation I've used. I usually don't wear foundation because it just looks dry and patchy. I just want an even skin tone because I have red patches all over. :(

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