The Illamafia


What a year! This month we wanted to take a moment to celebrate 2020 at Illamasqua. 

It would be easy for us to look back and remember the uncertainty and hardships of 2020, but we can’t forget the incredible accomplishments along the way, and how we adapted all areas of support and services. Need a reminder? Keep reading to see what Illamasqua was up to in 2020.  

Illamasqua Beyond Collection, luxury gift sets


We introduced two brand new products this year which fall under our iconic Beyond family. They have already become two of our bestsellers and are new product development highlights of this past year: Beyond Foundation and Beyond Liquid Highlighter. 

Despite the odds, our team was at London Fashion Week for both seasons, creating beautiful looks under the direction of Illamasqua Director of Artistry Pablo Rodriguez. 

Illamasqua at London Fashion Week 2020

This year we expanded our educational outreach and onboarded new academic partners. We’ve also been hard at work, on-boarding and delivering kits to more than 700 students and new aspiring makeup artists. We are so excited to be part of your journey! This year, we also adapted our education to a digital platform, ensuring we are still supporting our artist community in the best way we can. 


We enjoyed a cosy night in with @espatrainer_bronwyn and @melb_illamasqua. Highlighting the incredible ESPA Optimal Skin Collection and Illamasqua Beyond Christmas collection, helping viewers get the perfect, glowing complexion. 


We caught up with Illamasqua Head of Brand Beth McCrave to talk us through 2020 and give us a sneak peek of what’s coming in 2021. 

Beth McCrave, Head of Brand Illamasqua1. What is your role at Illamasqua? 

I’m Head of Brand here at Illamasqua, so I’m responsible for our overall global brand strategy and managing the brand team. My team are responsible for creating all our amazing products, and all our brand imagery that you see on our website and social media channels. 

2. What were the key focus’s for Illamasqua in 2020? 

2020 has been the year of Beyond! Our biggest objective has been expanding our much-loved Beyond Powder Highlighter into a complete family of glow-giving products. We now have  Beyond Foundation, Beyond Liquid Highlighter, and our gorgeous Beyond Christmas collection featuring new shimmering lipsticks and lip glosses. The Illamafia love Beyond Powder and it’s such an icon for us, so our strategy has been to give people more of what they love when it comes to new products. 

3. What is your biggest highlight of 2020? 

This is such a hard one as there are so many! I am especially proud of our Pride month campaign in June this year. Illamasqua’s support of the LGBTQ+ community is at the absolute heart of our brand and it was an incredible privilege to be able to highlight so many Pride stories from our community. 

4. What do you love the most about being a part of the illamasqua team? 

I love their passion for beauty. We’re a whole team of makeup fanatics which makes my job easier! 

5. Can you give us any clues on what’s coming in 2021? 

We have SO many exciting things coming up – some amazing products I know the Illamafia have been waiting a long time for (if you know, you know!), and we’re going truly global with new retailers in the US, India, Australia and more. 

6. What are your top 3 Illamasqua products? 

Again so difficult to pick just 3! My ride or die is our Antimatter Lipstick in Seren – it’s the perfect pink for my skin tone! I also love Gel Sculpt as I like a really natural contour, and our Iconic Chrome eyeshadow which has incredible payoff and stays all day. 

Shop Beth’s top Illamasqua picks and 2020 highlights:


We are now hosting virtual masterclasses for pros, groups and students. During these sessions, our team of professional makeup artists will provide a full demonstration and a live Q&A with product knowledge and tips and tricks throughout. 

Interested? Email for more information. 

Frankie signature

Krista Thurrott

Krista Thurrott

Writer and expert

When I’m not writing or perusing the beauty section, I'm usually applying skincare or trying a new eyeliner. Most confident in minimal makeup with a bold lip, I invite you to join me on my journey to find the perfect mascara and red lipstick!