The theme behind Generation Q is the overarching Illamasqua concept of inclusiveness - beauty for all races, all genders, all ages. Alex Box has made non-models (although, to be fair, they are all gorgeous) of all ages (from 21 to 72) look great. She hasn't tried to make the over twenties look like they're fifteen and they're not in the normal matte/beige/subtle-is-the-only-appropriate-look-if-you're-over-thirty. Although the colours aren't vanilla they are all flattering and easy to wear.
I was sent samples of the Precision Ink eyeliner in Wisdom (antique gold) and the Lipstick in Magnetism (deep raspberry cream). Both are excellent, and both went on holiday with me (they arrived the morning we were leaving).
Magnetism applied. It's a very pretty deep raspberry, and is not screamingly bright.
You can now purchase the collection online at Illasmasqua Generation Q, and at Illamasqua counters.
Disclosure: PR samples.