Sleek MakeUP, a UK-based cosmetics brand known for highly pigmented, affordable products with a strong focus on inclusivity for all skin tones. The brand is currently owned by the No7 Beauty Company, which is part of the larger Walgreens Boots Alliance.

Company Profile and Mission

Sleek MakeUP was founded in East London in 1985 by Patrick and Brendan McParland, who identified a significant gap in the market for high-quality, high-pigment cosmetics designed to show up vibrantly on deeper skin tones.

Inclusivity at its Core:
The brand’s core mission has always been to provide inclusive shade ranges and formulas that work beautifully across all complexions, from the fairest to the deepest.

Affordable Quality:
Sleek MakeUP has gained a cult following for offering professional-quality, on-trend makeup at accessible high-street prices, making bold color accessible to a wide audience.

Trendsetters:
The company has a history of pre-empting major beauty trends, such as bringing cream contouring products to the masses in 2009 and being ahead of the matte liquid lipstick trend in 2012.

Key Products

Sleek MakeUP is famous for several cult-favorite products, including the ones you mentioned:

i-Divine Eyeshadow Palettes:
Known for their strong color payoff and blendability, these palettes feature a range of shades for various looks.

Matte Me XXL Liquid Lipsticks:
These are long-lasting, transfer-proof, and vegan liquid lipsticks that offer a bold matte finish.

In Your Tone Longwear Concealer:
A buildable, medium-to-full coverage, crease-proof formula designed to blur imperfections and cover dark circles without looking cakey.

Highlighting Palettes and Cream Contour Kits:
These have achieved “cult status” among beauty enthusiasts and artists for their intense pigmentation and effective formulas.

Ownership and Distribution
The business was acquired by the global leader in pharmacy-led health and wellbeing retail, Walgreens Boots Alliance, in December 2015. It is now a brand within their No7 Beauty Company portfolio. Sleek MakeUP products are sold in over 15 countries and in more than 2,200 stores globally, including Boots in the UK and Walgreens in the U.S., as well as various online retailers.