The Illamafia

Meet April Jackson

Illamasqua’s NEW Debenhams Birmingham Manager


(April on the first day of our NEW Birmingham, Debenhams counter opening)

Hi April, let’s start right at the beginning! Can you tell us a little bit about you and how you first got into make-up?

Hello! I’m 24 years old currently living in Milton Keynes with my fiancé. I first got into make-up when I was 16. I have always had a passion for it, always doing my friends make up before nights out and prom. Then I went to university at 18 to study specialist makeup design which covered all aspects of makeup including theatrical and special effects which widened my knowledge of makeup. After university I knew that I wanted to work with makeup for the rest of my life. My knowledge and skills with makeup grew each day.

What does being an Illamasqua Business Manager entail?

Being a business manager entails being a role model for my team and demonstrating excellent conduct, appearance and selling skills. I am there to motivate my team to make sure targets and KPI’S are hit. I give regular feedback to make sure I am coaching them effectively and regular training to make sure they are giving the best of their ability.

My job also involves making sure stock is balanced with sales patterns and making sure the counter is spotless at all times.


(April with Toni, a retail artist at Debenhams Illamasqua, Birmingham)

How did you get to become Business Manager for Illamasqua?

It has always been my dream to work for Illamasqua, never mind being a business manager for the brand! I always checked online regularly to see if there was any jobs going. And one day I saw a job that would change my life! I applied online hoping I would hear back and the following day I did. I was so pleased. I had a face to face interview which went amazingly, then a telephone interview and then I found out I got the job! I was SO happy.

The Birmingham, Debenhams store is our most recently opened store. How do you feel being the new kid on the block and what ideas do you have for the future?

I love being a business manager on a brand new counter as I can build my own business from scratch and it’s MINE. I am the first and only name on that door and it feels incredible. I have a lot planned for the future for the counter! Lots of events, blogger tutorials and makeup demos that I will plan. So make sure you keep an eye out!


(April recreating one of Illamasqua’s Halloween looks! Call 0844 561 6161 to book in for a makeover)

Which if your favourite Illamasqua product and why?

LIPSTICKS! By far my favourite, the colours and pigmentation is insane! I also can’t live without skin base foundation as the coverage is incredible and lasts on my skin all day.

What would you say to someone trying to start a career in the retail make-up?

Do it! You learn an incredible amount. Especially working on different clients and your makeup skills will improve massively!

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Do you a favourite beauty tip/fact to share with us?

My beauty tip I always say to everyone and do it myself and on my clients is to, after filling in your eyebrows to shape them with concealer as this will make you eyebrows super defined and give you so much shape on your face. Try it and see how much of a difference it makes! I found that the best one to use was our CC concealer as it’s got great coverage and lasts all day without moving.

Another tip I have is when applying mascara is to apply it to the bottom lashes first THEN the top. This will stop any smudging on the eyelid and we can stop making those funny faces!

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Govinder Rayt

Govinder Rayt

Writer and expert