Art Team Human Fundamentalism Tour

March 2012 saw the Key Art team (Ross, Leena, Mika and Charlotte) tour the country hitting every counter with the creative new collection Human Fundamentalism …


Ross Andrewartha (National Trainer) says “I loved being on tour and getting the chance to see how SS12 Human Fundamentalism was being created in each city! This collection really let our retail artist’s inject the creativity back into the brand. Masterclasses went down a treat where customers where given the opportunity to see us at work creating are immense tribal looks.”


Here’s what went on:

Selfridges Oxford Street

Mika: “One word: Apocalips! London certainly isn’t shy when it comes to self-expression and we had all ages trying on our amazing new teal lip colour. I was even surprised! Just shows how wearable the shade is and that the desire to express is universal.”

Ross: “The Fundamental Palette proved to be very popular the week of launch! We created theatre by demo-ing our Human Fundamentalism looks on models … the looks we created really captivated our audience – the impact it had on the crowd was amazing!!!

Flagship Store Beak Street London

Mika: “Some customers at Illamasqua are just BORN to wear certain pieces. This is the beautiful Katie, as soon as I saw her amazing orange hair I wanted to put teal lipstick in Apocalips on her. How good does it look?!  She also wears Skin Base No 2, Powder Blusher in Katie, and her brows are Medium Pencil in Thrash applied with an Eyebrow Brush :).”

Leena: “Mika and Myself took over the streets- literally, stopping people outside getting there attention and bringing them into the shop for some Human Fundamentalism fun, live demos performed at the door, which had everyone stopping in there tracks!”

Ross: “Wow what an event for the launch party!!! Great Atmosphere, great Dancers, great night. Charlotte and I demo’d our version of tribal make-up!”

Selfridges Manchester Trafford

Leena: “Human Fundamental Masterclass went down a storm, everyone loving the Arabic eye tutorial, people of Manchester are loving Skin Base AU, Powder Eye Shadow in Vernau and the Neutral Palette.”

 Mika: “Leena held a workshop in the afternoon which wowed our shoppers, who were then let free to explore the new collection. Scribe Precision Ink was the must-have after we demonstrated how easily it can update your make-up wardrobe!”

 Selfridges Birmingham Bullring

Leena: “We rocked Birmingham with Lungile and the team, with the cupcakes and 90’s party on counter, we had people rocking Apocalips and raving on the counter! We took over Selfridges.”

Mika: “The sun was shining in Birmingham and the desire for bright colours was upped. Nail Varnishes in Stance and Nomad were popular as they give a flash of personality and summertime vibrancy. We always saw Powder Eye shadow in Vernau flying as it’s the perfect contour shade and toffee eye shadow…”

 Selfridges Manchester Exchange

Ross: “Leena and I hosted a Masterclass in Selfridges Exchange, it went really well and we had great crowd turn up, I spoke through the whole Masterclass and Leena created a technical look using the new collection, this gave us the opportunity to answer as many questions as possible and really get the crowd involved.” 

Leena: “The human fundamentalism masterclass on counter with students/bloggers and make-up fans alike were loving the Fundamental palette, and the new Skin Base 01 with Skin Base AU for ultra contouring.”

Debenhams Cardiff

Mika: “Had a fabulous Human Fundamentalism workshop in the evening recreating the Arabic themed make-up. Customers were loving seeing the pieces demo’s and trying things they wouldn’t usually go for – Scribe Precision Ink being a favourite!”

Charlotte: “A Human Fundamentalism Masterclass was held in Cardiff with Mika showcasing favorite looks from the collection and Charlotte later carrying out Human Fundamentalism inspired transformations on counter. The Palettes were favourites amongst the women in Cardiff and Vernau Powder Eye Shadow making smoky eyes easier and making contouring softer yet more defined. Skin Base AU was our MUST HAVE piece in Cardiff for contouring, warming complexions and highlighting darker skin tones we absolutely love it! Definitely a must have for this summer.”

Leeds stand-alone store 

Leena “The Masterclass was extra glamorous and full of make-up addicts – myself and Ross performed make-up theatre on two different models to show versatility of products which we had rave reviews about! Everyone was loving Scribe and our new eye shadows.”

 Ross: “Leena and I both hosted a Masterclass and we had a great turn out – a lot of make-up artists especially wanting to see our new collection and what it could do.”

 Debenhams Belfast

Mika: “The girls in Belfast love a bit of glamour, Skin Base AU was an instant hit – versatile enough to be used on face, lips and body! After showing how easily you can get a soft tan effect by mixing with moisturiser this product was flying!”

Fenwicks Newcastle

Charlotte: “Newcastle saw me create a gorgeous glamour look using our new Human Fundamentalism collection. The Neutral Palette was showcased by creating a number of different looks using the new palette. Charlotte showed how easy it is  to turn an elegant day time look into a daring night time look quickly and effectively with this gorgeous palette. Powder Eye Shadow in Obsidian wowed everyone with its density of colour, great for lining the eye with sealing gel and adding instant impact to a night time eye. Skin Base AU was again an absolute must have for adding glitz to the face and body… it lights up tans and sculpts faces, gorgeous for this summer.”

Debenhams Glasgow

Charlotte: “Me and Ross held two Masterclasses over two days at Illamasqua Glasgow. The first Masterclass showcased the new Human Fundamentalism collection. The colour workshop showed people how to use colour in alternative ways. The second Masterclass was held for a group of students from Glasgow. The creative workshop with Ross as a model showed the students how diverse Illamasqua’s pieces are and how you can use pieces in a multitude of ways both on the face and body.

 The girls went crazy for Skin Base number 1 and Lipstick in Apocalips for their kits and were sellouts! Precision Ink in Scribe, Skin Base AU and Powder Eye Shadow in Vernau were firm favourites amongst everyone for their diversity and colour.”

Liverpool stand-alone store

Leena: “The store looks incredible!! Lots and lots of appointments that were focused on Human Fundamentalism. Precision Ink in Scribe went down a treat with the glamorous lovelies of Liverpool!”



Leena: “Sheffield fans are loving the Neutral Palette, Skin Base in AU and Precision Ink in Scribe – we also had a record day on Saturday for the closing of the tour! We had the people of Sheffield going Human Fundamentalism crazy!”

Please post any pictures and/or comments you have about the HF tour on our facebook page!

Govinder Rayt

Govinder Rayt

Writer and expert