Ilia isn’t new but its approach to makeup certainly was when it was founded back in 2011. Now, with the rise of the “clean girl” beauty trend, driven in part by TikTok and celebrity influencers like Sofia Richie Grainge and Hailey Bieber, the brand and its products are back in the social media spotlight. Ilia combines natural and synthetic ingredients to create simple formulas that sit somewhere between makeup and skincare — think foundations packed with aloe vera extract and lip and cheek tints stuffed with sunflower oil.
Among the products getting the most attention on social media are the Limitless Lash Mascara, the Multi-Sticks and the Super Serum Skin Tint SPF 40. You may have seen beauty influencer Olivia Ancell praise the shade match and finish of the skin tint, for instance, or perhaps you’ve seen beauty TikToker Kate rave about the mascara, claiming it’s actually “perfect”. Elsewhere, popular creator and makeup artist Mikayla Nogueira tested almost all of the brand’s products for the first time on camera, delivering positive reviews of both the Super Serum Skin Tint and the True Skin Serum Foundation.
Is Ilia really the ultimate in no-makeup makeup? Is it just makeup for influencers who film in perfect lighting or can regular beauty lovers enjoy it too? And are the your-skin-but-better results worth the price tag? Ahead, four R29ers put Ilia to the test to see whether they would splurge on this spenny, skincare-meets-makeup brand. Keep reading to find out what we liked and what we’ll be leaving behind.
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Kristine Romano, Associate Photo & Design Editor
“I’ve seen Ilia all over my TikTok so naturally I was super keen to try some of their products. I’ve seen only rave reviews of the Super Serum Skin Tint SPF 40, £45, and honestly, I get the hype. Not only does this product leave a remarkably skinlike finish but I’ve never owned a skin tint or foundation that’s a better shade match. I will say, as someone with combination skin, this product is a lot more dewy than I tend to go for but combined with Soft Focus Finishing Powder, £34, I was really pleased with the result. I wouldn’t necessarily recommend it if you’re looking for high coverage but it’s great for everyday if you just want to give your skin a bit of a boost while evening out your complexion.
I love any cheek product that doubles up as a lip colour so I was hopeful the Multi-Stick in Lady Bird, £34, would be a hit. While the product is super blendable and gives a nice sheen to the skin, I think I chose the wrong shade. The colour payoff was a bit too sheer for my skin tone, providing only a very natural flush of colour after a few swipes.
Nightlite Bronzing Powder in Drawn In, £32, is probably my favourite product of all. I usually opt for cream bronzers but I genuinely can’t fault this. It applies so seamlessly on the skin and the shade gives the perfect sun-kissed look without being too dark or too orange.
As for the In Full Micro-Tip Brow Pencil, £22, I think I’ve found my new go-to. I love how thin the tip is — it makes it very easy to use without the risk of overdoing it. Again, I could have gone for a darker shade but I tend to prefer a lighter, more natural brow over something super dark and defined.
Lastly, I wanted to love the Liquid Powder Matte Eye Tint in Dove, £26, but I couldn’t have been more disappointed with the result. It looks alright in photos but in person it just looks patchy and uneven. I tried applying it with both my fingers and a brush and neither resulted in the application I wanted. I found one coat was too sheer but struggled to blend two coats evenly. It’s such a shame because I really love the colour; the formula just isn’t for me.”
Ilia Soft Focus Finishing Powder, $, available at Revolve
Ilia Multi-Stick, $, available at Revolve
Ilia Nightlite Bronzing Powder, $, available at Revolve
Ilia In Full Micro-Tip Brow Pencil, $, available at Revolve
Ilia Liquid Powder Matte Eye Tint, $, available at Revolve
Ilia Super Serum Skin Tint SPF 40, $, available at Revolve
L’Oréal Blackett, Unbothered UK Editor
“The more I see the term ‘clean beauty’, the more I have questions. Ilia’s promise of ‘skin that looks like skin’ and ‘skin-powered formulas’ sounded like the answer to my makeup prayers but I was keen to put it to the test. The Super Serum Skin Tint SPF 40 in Rialto, £45, glides on smoothly and blurs any hyperpigmentation without feeling like a full-coverage foundation. The shade I chose is a touch too dark for my skin tone but there are so many other options that would match. I’m so happy that the formula contains SPF 40 but doesn’t look like it contains SPF — by this I mean that there’s no sign of that all-too familiar greyish undertone. This is what I always hope for with skin tints but few have passed the test. Until now.
My hero Ilia product is the True Skin Serum Concealer in Mesquite, £30. Not to be dramatic but it is a lifesaver! I have been battling with very tired eyes recently and noticeable dark circles. Yet with this concealer, you can barely tell. The formula is so creamy and the coverage is rich and intense. Ilia recommends using your ring finger to pat in the product but I used a fluffy concealer brush to blend and prevent any creasing — a little goes a long way. In the future, I will definitely be investing in the Soft Focus Finishing Powder, £34, to set the concealer. This time around, I used my Laura Mercier Translucent Loose Powder, £29.20, and it worked a treat.
To say I love blush is an understatement. Rare Beauty Soft Pinch Liquid Blush, £23, is my current fave but I sometimes struggle with its extremely pigmented formula (two words: clown face). In comparison, Ilia’s Multi-Stick in Dear Ruby, £34, is easy to apply, with a creamy formula that glides onto the skin and blends beautifully.
When I first saw the tiny applicator of the In Frame Brow Gel, £22, I had doubts it could tame my bushy, curly brows. It did a better job than expected but I will stick to heavy-duty pomades for now. Sadly, I am not a huge fan of the Liquid Powder Matte Eye Tint, £26. I had high hopes but was disappointed with the ashy result.
I am very particular about red lipstick and I am happy to confirm that Ilia’s Colour Block Lipstick in Flame, £26, is a welcome addition to my lipstick roster. Like many of the brand’s products, the formula is creamy, nicely pigmented and has a non-drying quality that my lips really appreciate.”
Laura Mercier Translucent Loose Setting Powder 29g, $, available at Look Fantastic
Ilia True Skin Serum Concealer, $, available at Revolve
Ilia In Frame Brow Gel, $, available at Revolve
Ilia Super Serum Skin Tint SPF 40, $, available at Revolve
Ilia Soft Focus Finishing Powder, $, available at Revolve
Ilia Multi-Stick, $, available at Revolve
Ilia Liquid Powder Matte Eye Tint, $, available at Revolve
Rare Beauty Soft Pinch Liquid Blush, $, available at Rare Beauty
Ilia Colour Block Lipstick, $, available at Revolve
Lauren Cunningham, Affiliate Contributor
“No-makeup makeup sounds like an oxymoron but the minimalist look is only growing in popularity and I couldn’t be more of a fan. Ilia’s products chime perfectly with this pared-back style so if you’re a full-glam kind of person, look away now. But if you’re after ‘skin that looks like skin’, I promise you’re in good hands.
True Skin Serum Foundation in Bowen, £54, is one of the best bases I’ve tried in a long time. It’s lightweight, dewy and blends seamlessly into the skin with a hit of hydration. Key ingredients aloe vera leaf juice, coconut alkanes and niacinamide soothe the skin while subtly evening out tone — this really does feel like skincare and makeup in one. I’d recommend using the Perfecting Buff Brush, £38, to apply it, too. It’s soft, easy to use and large enough to cover any area quite quickly.
For a higher level of coverage, True Skin Serum Concealer in Lotus, £30, helped to reduce dark circles, redness and blemishes. The soft doe-foot applicator is incredibly easy to use and the product blends out nicely with your fingers or a small brush. It does settle in fine lines and wrinkles though, so you might want to apply a powder on top to set it in place.
I really, truly love the Balmy Tint Hydrating Lip Balm in Runaway, £26. It’s creamy, hydrating and has a great colour payoff that lasts a seriously long time. It’s remained a staple in my makeup bag since I took it out of the box. On the other hand, the Multi-Stick, £34, didn’t deliver anywhere near the same level of colour payoff. It’s dewy with a soft glow but the pinched-cheek flush wasn’t punchy enough for me so I’ll be sticking with Rare Beauty’s Soft Pinch Liquid Blush, £23, for now.”
Ilia Balmy Tint Hydrating Lip Balm, $, available at Revolve
Ilia Perfecting Buff Brush, $, available at Revolve
Ilia True Skin Serum Foundation, $, available at Sephora
Ilia True Skin Serum Concealer, $, available at Revolve
Ilia Multi-Stick, $, available at Revolve
Rare Beauty Soft Pinch Liquid Blush, $, available at Rare Beauty
Kelly Washington, Social Editor
“I was super keen to test Ilia and it was a real love/hate experience. For every three products I fell in love with, there were two I hated. I loved the basics, such as Soft Focus Finishing Powder, True Skin Radiant Priming Serum and In Frame Brow Gel Clear. But I don’t think the makeup range is for me.
I was most excited to try the Soft Focus Finishing Powder, £34, as I’ve been on the hunt for a setting powder that’s easy to apply and lasts. I get super shiny so this product is a godsend. I love that it’s translucent so you don’t get a different finish or a muted shade, and a little goes a long way. 10/10. In Frame Brow Gel Clear, £22, was spot-on and True Skin Radiant Priming Serum does a great job as a primer, with a gorgeous, shimmery texture that makes you glow.
Let’s get on to Super Serum Skin Tint with SPF 40, £45. I know some of my colleagues LOVED it but I’m so, so torn. My first impression was that it was too runny and needed to be more matte. The scent is a little off-putting, too; I can’t put my finger on it but it’s chemical, almost musty. Still, it’s relatively subtle and something I would be able to get past. The tint blends super nicely and the end result was a perfect match for my skin and a brilliant finish, although it did leave me feeling a bit shiny. Unfortunately this, combined with the texture and the scent, has put me off.
I’m not a massive fan of liquid eye tints and I was hoping that the Liquid Powder Matte Eye Tint in Tannin, £26, might change my mind. I’m sad to say it but I’m a hater. In fairness, I struggle with liquid eye tints since I have hooded eyes, which means any eyeshadow I want to be visible hides behind my eye folds and any that is visible is hard to blend evenly. As I tried to blend this out, the formula crumbled off into smaller pieces. The colour is very striking but this one just isn’t for me.”
Ilia In Frame Brow Gel, $, available at Revolve
Ilia Super Serum Skin Tint SPF 40, $, available at Revolve
Ilia Soft Focus Finishing Powder, $, available at Revolve
Ilia Liquid Powder Matte Eye Tint, $, available at Revolve
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