ILIA expands UK presence with new website launch

ILIA is expanding its presence in the UK, launching a new website for consumers to shop the brand's collection of skincare-infused makeup.

Founded in 2011 by Sasha Plavsic, ILIA is US-based beauty brand that combines skin-loving ingredients with impactful pigments that work together to "protect and revive" skin.

Its products are designed to leave skin looking "fresh and radiant" by using effective ingredients, such as plant-based squalane, hyaluronic acid, niacinamide and antioxidants.

The brand's full range, which is now available via ILIA's own UK website, includes a Super Serum Skin Tint and Limitless Lash Mascara, as well as multi-use makeup products such as a Multi-Stick and Colour Haze Multi-Use Pigment.

The new launch develops ILIA's retail footprint in the UK, having made its country debut with Sephora UK last year.

Sephora returned to the UK market last year, bringing a range of exclusive brands online from October 2022 and in-store at Westfield London from March 2023.