ILIA Beauty

ILIA Beauty is a cosmetics and skincare company that positions itself in the "clean" or, as its founder prefers, "thoughtful" beauty category, combining color makeup with active skincare ingredients and mineral SPF. The brand's stated philosophy is that not every natural ingredient is beneficial and not every synthetic ingredient harmful, and it formulates with a hybrid of safe synthetics and skincare actives. Products are marketed under the line "Makeup That Makes Your Skin Better" and are cruelty-free and Leaping Bunny certified.

The product range spans complexion (Super Serum Skin Tint SPF 40 at $48, Soft Focus Finishing Powder $44, Skin Blur Serum Concealer $32, True Skin Serum Foundation $56, Skin Rewind Complexion Stick), eye (Limitless Lash Mascara $29, Thru Line Waterproof Eyeliner $26, Eye Stylus Shadow Stick, Fullest Volumizing Mascara), lip and cheek (Multi-Stick, Lip Sketch Hydrating Crayon $27, Overglaze Hydrating Lip Gloss, Soft Focus Blurring Blush), skincare (Sun Serum Mineral Sunscreen SPF 50, The Base Face Milk, Barrier Build Skin Protectant Cream, Bright Start Retinol Alternative Eye Cream) and tools such as brushes and sharpeners. Complexion products are offered in broad shade ranges — the Super Serum Skin Tint in roughly 30 shades and the Skin Blur Serum Concealer in more than 30. Sustainability initiatives include recycled aluminum and glass packaging components, responsibly sourced paper, a take-back/recycling partnership with PACT, and a reforestation program funded by 1% of Super Serum Skin Tint SPF 40 sales, with the company stating it has planted over one million trees.