14/12/2011 15:32 GMT | Updated 22/05/2015 10:12 BST

VIDEO: Behind The Scenes With Alex Box And Illamasqua

Illamasqua's debut fragrance Freak has been flying off the shelves ever since it was released last month.

So how did the brand go about launching their first scent? To kick things off, makeup artist extraordinaire and Creative Director of the brand, Alex Box, styled and created their Freak inspired photo shoot. See her amazing work in the behind the scenes video above and hear her share her thoughts on what Freak means to Illamasqua.