Some brands break onto the beauty scene and become instant classics. Ilia is proving to be one of those all-stars. After experiencing its formulas, which focus on being clean and efficacious without compromising on vibrancy and payoff, we totally understand why Allure readers and editors alike love this makeup. The brand has scored Readers’ Choice and Best of Beauty Awards, swept the top spot months over as one of the most popular products featured on Allure.com, and is a celebrity favorite.
As an additional testament to the brand’s success, Ilia was able able to thrive and launch new products during the pandemic, when, unfortunately, so many other beauty brands were forced to shutter. But as a survival tactic during such an unpredictable time, Ilia honed in on what it knows best. “Our main mission is to protect and revive your skin,” Ilia founder Sasha Plasvic previously told Allure. “Our core values are transparency and authenticity, and these two things are what I think people are really looking for today.” It certainly doesn’t hurt to also have a lineup of stellar products, too.
Here at Allure, we definitely have our favorites. The Balmy Gloss Tinted Lip Oil got senior commerce writer Sarah Han through some rough winter days of working from home. And senior editor Dianna Mazzone streamlined her beauty routine with the help of the multitasking Super Serum Skin Tint.
Needless to say, newbies to the brand, you’re in for a treat. If you’re unsure where to begin, we’re here to help. You can start with the newer products, like the DayLite Highlighting Powder and NightLite Bronzing Powder, or stick with one that’s already beloved, like the aforementioned favorites. Either way, prepare to dive headfirst and fall in love — fast.
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