ILIA Beauty: Challenging The Conventions of Clean Beauty

In their pursuit of skin that retains its natural look and inherent radiance, ILIA Beauty challenges the norms of clean beauty. Transparency serves as their guiding principle, and they employ color as their means to create a truly innovative approach. They accomplish this by formulating safe and potent products designed to safeguard and rejuvenate the skin.

About ILIA Beauty

Sasha, originally from Vancouver and with a background in design, including typography studies in London and New York, found herself working in Los Angeles within the fashion and beauty industries in branding. However, her path took a different turn when she returned to Vancouver for a break and her mother encouraged her to examine the ingredients in her beloved lip balm. She was astonished to discover unsafe ingredients in a product she used daily. Determined to create a safe, effective, and natural alternative, Sasha embarked on the journey that would become ILIA.

ILIA believes in the fusion of skincare and makeup, creating potent formulas with active levels of skincare ingredients that protect the skin from environmental stressors. They emphasize the importance of SPF, as it enhances the effectiveness of these actives by up to 200%. Their daily essentials are designed to rejuvenate one’s appearance, emphasizing vibrancy, vivid color, and a fuss-free approach to make the skin look and feel alive. ILIA also stands for clean beauty that carefully selects both natural and synthetic ingredients, aiming to strike a balance between efficacy and safety.

Furthermore, ILIA is committed to sustainability not only in packaging but also in considering the end-of-life of products to prevent them from ending up in landfills. Their journey, which began in 2011, has been marked by pushing the boundaries of innovation in the beauty industry.

Analyzing Products of ILIA Beauty with Reviews

Limitless Lash Mascara

The Limitless Lash Mascara is buildable, flake-free, and performs tasks such as lifting, curling, lengthening, and adding the ideal volume for achieving fuller, healthy-looking lashes. Its lightweight and nourishing formula achieves this by incorporating a blend of organic bee and carnauba waxes to condition each lash without adding weight, ensuring they stay lifted throughout the day. This mascara is composed of 99% naturally-derived and 25% organic ingredients, and it is cruelty-free.

Here are some pros and cons of this product, according to customer reviews:

Pros of this mascara:

  1. Goes on smoothly with no clumps.
  2. Features a two-sided brush for effective lash separation.
  3. Does not cause eye irritation or itching.
  4. Minimal flaking, even in high humidity.
  5. Easy to wash off at the end of the day with no residue.

Cons of this mascara:

  1. Not waterproof, so it may smudge with water contact.

ILIA Beauty Super Serum Skin Tint SPF 40

This Clean Skin Tint combines makeup, skincare, and SPF in one step, visibly hydrating, smoothing, and refining bare skin with every wear. It shields skin from UVA/UVB/UVC rays, blue light, and pollution using non-nano Zinc Oxide. Key ingredients include Niacinamide, which smooths skin texture and refines tone, Hyaluronic Acid for skin plumping and moisture replenishment, and Plant-Based Squalane, which hydrates and improves elasticity without clogging pores.

Here are some pros and cons of this product, according to customer reviews:

A happy customer

Pros of this product:

  1. Provides hydration and SPF protection.
  2. Offers a light amount of coverage for a natural look.
  3. Contains skincare actives like Niacinamide and Hyaluronic Acid.
  4. Non-nano Zinc Oxide shields the skin from various types of rays and pollution.

Cons of this product:

  1. Requires thorough shaking to ensure proper pigment mixing.
  2. Has a temporary stale smell upon application.
  3. May leave the skin looking slightly shiny, especially for those with dry skin.
  4. Coverage is minimal and not suitable as a foundation.

ILIA Beauty Liquid Powder Chromatic Eye Tint

The liquid eyeshadow glides like a cream. It dries like a powder and the cushiony wand makes application effortless. It instantly locks in place without creasing. You can sweep the wand for a bold metallic payoff. Gently blending it out creates a more diffused wash. It is crafted with skin-smoothing Horse Chestnut Flower and it contains antioxidant-rich Honokiol (Magnolia Bark Extract). The formula is 99% naturally-derived and water-based and it doesn’t crease or budge.

Here are some pros and cons of this product, according to customer reviews:


  • Lovely shade for brunettes with pale skin tones.
  • Safe ingredients and not sticky.
  • Easy to apply.
  • Beautiful natural look.
  • Can be used as an eyeliner.
  • Dries quickly.


  • Gooey texture that takes practice to apply uniformly.
  • Can feel somewhat dry on the lids.
  • Tendency to flake.
  • Contact wearers should be cautious.
  • Preference for powder eyeshadow.
  • Requires eyelid primer for best results.
  • Some concerns about the product’s smell.

Balmy Tint Hydrating Lip Balm

The formula quenches lips instantly and adds a kiss of color that intensifies with each swipe. Each balmy tint is hand-poured to preserve the integrity of the active formula. It is cruelty-free, gluten-free, silicone-free, and synthetic fragrance-free. You can find it in eight easy-to-wear shades for a simple wash of color that can be adjusted to your preference.

Here are some pros and cons of this product, according to customer reviews:


Customer demonstrating lip shade
  • Looks good on and hydrates well.
  • Comes in various attractive colors.
  • Does not dry out the lips.
  • Provides a nice amount of color without feeling heavy.
  • Creamy and smooth texture.


  • Relatively expensive.
  • Color interpretation in product descriptions may not always be accurate.
  • May not have long-lasting staying power.
  • Some shades might appear lighter in reality than expected.

True Skin Serum Concealer

Stabilized Vitamin C, Mastic, and Albizia Julibrissin Bark Extract work together to improve skin over time, promoting a smoother, more radiant, and even complexion while helping to protect against environmental damage. The True Skin Serum Concealer blends in with a creamy, creaseless stretch to instantly reduce the appearance of dark circles, discoloration, and blemishes.

Here are some pros and cons of this product, according to customer reviews:


  1. Blends well and stays all day.
  2. Provides perfect coverage.
  3. Lasts quite well.
  4. Quality ingredients.
  5. Natural color and finish.
  6. Moisturizing.
  7. Lightweight with a smooth consistency.
  8. Doesn’t make the skin break out.
  9. Beautiful finish that helps to smooth and brighten.


Customer experienced rashes after using the product
  1. Can cause rashes to sensitive skin.

Are ILIA products all natural?

A decade ago, ILIA began as an all-natural and organic makeup brand, but later incorporated synthetics to enhance product performance and cater to a broader audience. In 2022, a major corporation, Clarins, acquired ILIA Beauty.


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