In the ever-evolving worlds of beauty and fashion, Julia Coquard stands as a trailblazer, effortlessly blending creative artistry with sharp business acumen. As the Director of Growth Marketing at Il Makiage, Julia has not only transformed the brand into a global beauty powerhouse but also redefined how creativity drives connection in an industry built on self-expression.
“Marketing is more than strategy—it’s storytelling,” Julia says. “It’s about crafting a vision that resonates, evokes emotion, and feels authentic. At Il Makiage, we don’t just sell beauty products. We sell a vision of confidence and empowerment.”
Julia’s journey began in Malmö, Sweden, where she grew up surrounded by creativity. With both parents as musicians, she was encouraged to explore her artistic side, eventually finding her medium in makeup. At just 12, she launched her blog, Makeup Is Art, to document her bold, experimental looks. What started as a passion project quickly grew into one of Sweden’s largest beauty blogs, offering Julia her first glimpse of how creativity could connect with an audience on a larger scale.
“Back then, I didn’t think of it as a career,” Julia reflects. “It was just about having fun and evolving as an artist. But as my audience grew, so did my understanding of how impactful beauty could be.”
After beginning her professional career as a retail artist with MAC Cosmetics at 16 and later studying at the University of Pennsylvania, Julia transitioned into marketing—a role that merged her artistic instincts with strategic storytelling. Since joining Il Makiage in 2020, her work has been nothing short of transformative.
The Vision Behind Il Makiage’s Success
When Julia joined Il Makiage, the company was a bold disruptor in the beauty space, but her vision helped it soar to new heights. As one of the original members of the marketing team, she built the creative strategy from the ground up, driving Il Makiage’s meteoric rise.
Through more than 5,000 unique ad concepts and 15 high-stakes productions, Julia has redefined what beauty campaigns look and feel like. Her bold, edgy storytelling doesn’t just sell products—it makes audiences pause, think, and connect emotionally with the brand. “At Il Makiage, we’ve always been about pushing boundaries,” she shares. “Whether through innovative visuals, bold messaging, or creative partnerships, we want to redefine how people experience beauty.”
One of Julia’s most ambitious achievements has been the launch of Il Makiage’s skincare, haircare, and bodycare lines. “It wasn’t just about releasing new products—it was about creating a narrative that resonated with customers,” she explains. “From concept to execution, every detail was designed to feel both innovative and personal.”
Pioneering a Second Brand: SpoiledChild
Julia’s influence extends beyond Il Makiage. She played a pivotal role in launching and building the go-to-market strategy for SpoiledChild, the company’s second brand. Designed as a fresh, boundary-pushing direct-to-consumer beauty line, SpoiledChild has already earned its place as one of the fastest-growing brands in the space.
“Launching SpoiledChild was a unique challenge,” Julia says. “We wanted to create something entirely new—something that disrupted not just the beauty industry but how customers interact with brands. It’s about more than just products; it’s about creating an immersive experience that feels fresh and engaging.”
From high-impact visuals to innovative textures and packaging, Julia’s artistic touch is evident in every aspect of SpoiledChild’s branding.
Creativity at the Core
For Julia, creativity isn’t just a tool—it’s her driving force. “Beauty and fashion are about more than aesthetics—they’re about transformation and self-expression,” she says. “That’s the energy I bring to every campaign: how do we make people feel something?”
Even with her demanding schedule, Julia prioritizes staying connected to her creative roots, whether through sketching, experimenting with makeup, or conceptualizing the next big campaign. “Creativity is my oxygen,” she shares. “It keeps me grounded and inspired.”
Her upcoming projects include a major campaign that promises to push the boundaries of visual storytelling. “We’re working on something that feels like the next evolution of what we’ve built—something that challenges the norm,” she teases.
Advice for the Next Generation
Julia’s impact goes beyond her work; she’s also inspiring the next wave of marketers and creatives. “Stay curious and take risks,” she advises. “The best ideas come from experimentation and failure. And above all, never lose sight of your passion. That’s what will set you apart.”
From transforming Il Makiage into a global powerhouse to architecting the launch of SpoiledChild, Julia Coquard has proven that creativity is the ultimate superpower in beauty and fashion. Her bold vision and fearless approach continue to redefine the possibilities of an industry built on reinvention.
Read more fashion and beauty articles at ClichéMag.com
Image provided by Pilar Larrea