Business planning

British make-up brand is drop dead gorgeous

Michelle Hammond /

Illmasqua make-upA cult British make-up brand is offering makeovers for the deceased, bringing new meaning to the term “drop dead gorgeous”.


The $670-plus makeovers by Illamasqua, whose co-managing director is Agent Provocateur founder Joe Corre, are dubbed “The Final Act of Self Expression”, prompted by an increase in pre-planned funerals.


“The Final Act of Self-Expression encourages people for whom making-up is an intimate part of their identity to plan their final transformation – one that pays tribute to who they were in life and how they want to enter the afterlife,” the company says on its site.


“Illamasqua encourages people to self-express and embrace their alter ego in every way. Why should this be any different when you pass away? It is a celebration of life, and one that should be indulged for your last glamorous look.”


“To wear the most fabulous make-up, applied by a professionally trained make-up artist for your final journey, is the ultimate statement of celebration.”


While funeral make-up might not be to everyone’s taste, the demand for pre-planned funerals is picking up pace in other areas as well, namely green funerals, suggesting there are plenty of opportunities for the right entrepreneurs.


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