ILIA Beauty

What ILIA Beauty does

ILIA Beauty is a Laguna Beach, California-based clean beauty brand founded by Sasha Plavsic, operating since the mid-2010s as a private, venture-backed company with 51-100 employees and a hybrid skincare-makeup product portfolio. The company develops and sells clean, vegan, and Leaping Bunny-certified formulations across complexion, eye, lip, color, and skincare categories, anchored by hybrid hero products such as the Super Serum Skin Tint SPF 40 (light-coverage serum tint with mineral SPF and 35 inclusive shades), Sun Serum Mineral Sunscreen SPF 50 (water-burst mineral sunscreen with seven molecular weights of Hyaluronic Acid), Limitless Lash Mascara, and the Liquid Powder Eye Tint. Technical differentiation is concentrated in cosmetic formulation chemistry (cream-to-powder polymers, multi-weight active ingredient systems, self-setting concealer technology) rather than software or AI.

ILIA operates a hybrid distribution model combining its owned DTC e-commerce storefront (iliabeauty.com, with multi-currency support across North America and ten European markets) with broad retail partnerships across Sephora (prestige anchor with online-first new-launch sequencing), Ulta, Target, and Amazon. Revenue mechanics rest on mid-to-premium unit pricing ($17-$65 per SKU), curated bundles and gift sets ($24-$298), an Auto-Replenish subscription offering 10% off plus free shipping, and a VIP loyalty program. The company monetizes primarily through one-time product sales with a smaller recurring subscription stream, and uses celebrity ambassadorships (Haim, Solange Knowles) and limited-edition cross-category collaborations (Eberjey, Crown Affair) as top-of-funnel demand drivers.

ILIA raised a $55 million Series C in 2024 and is led operationally by CEO Lynda Berkowitz with founder Sasha Plavsic retaining brand stewardship. The company serves clean beauty enthusiasts, sensitive-skin consumers, and shade-inclusive beauty seekers across North America and select European markets, competing in an $8B+ hybrid beauty category that is projected to reach $17 billion by 2034.

Name

ILIA Beauty

Legal name

ILIA Beauty

Website

https://iliabeauty.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

ILIA Beauty is a Laguna Beach-based clean beauty brand selling hybrid skincare-makeup products through DTC and Sephora, Ulta, Target, and Amazon. The portfolio spans complexion, eye, lip, and skincare at $17-$65 price points, serving clean beauty and sensitive-skin consumers.

Ownership category

akta.pro rank

Product category

Clean Hybrid Beauty Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industries

Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB), SPF Cosmetics & Daily Wear (Tinted SPF, BB/CC, SPF Primers) (CRABAHAL), Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC)

Keywords

• Clean beauty products
• Hybrid skincare makeup
• Tinted moisturizer SPF
• Vegan cosmetics brand
• Mineral sunscreen skincare

Headquarters

HQ city

Laguna Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D

Revenue model

1. Direct-to-Consumer Product Sales: ILIA Beauty generates the majority of its revenue through direct online sales via iliabeauty.com, selling individual complexion, lip, eye, and skincare products at price points ranging from $17 to $65 per item. The brand also offers customizable gift sets and bundles.
2. Auto-Replenish Subscription: The ILIA Auto-Replenish subscription program offers 10% off plus free shipping on recurring orders of best-selling products, providing predictable recurring revenue and customer lifetime value enhancement.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

ILIA Beauty develops and sells hybrid skincare-makeup products that fuse active skincare ingredients with cosmetic color and coverage. The flagship Super Serum Skin Tint SPF 40 combines light-coverage tint with serum skincare actives and mineral SPF 40 protection in a single product, supported by a portfolio spanning complexion (foundations, concealers, powders, bronzers), eye (mascaras, eyeshadows, brow pencils), lip and cheek (Multi-Stick, lip glosses, crayons), skincare (face milk, eye cream, barrier cream, sunscreen), brushes, and curated gift sets and bundles. Products are sold direct-to-consumer through iliabeauty.com and through retail partners including Sephora, Target, Ulta, and Amazon.

Product overview

ILIA Beauty is a clean beauty brand offering a unified portfolio of skincare-powered makeup and skincare essentials. The core offering centers on hybrid products combining makeup with active skincare ingredients, including the award-winning Super Serum Skin Tint SPF 40, Limitless Lash Mascara, and the new Sun Serum Mineral Sunscreen SPF 50. The product line spans complexion (foundations, concealers, powders, bronzers), color (eyeshadows, lip products, blushes), eye (mascaras, brow pencils), and skincare (face milks, eye creams, barrier creams). ILIA also offers curated bundles and gift sets, plus collaborations with brands like Crown Affair and Eberjey. The brand emphasizes clean, vegan, cruelty-free formulations with sustainable packaging.

Differentiator

Problem solved

Functional benefit

Products and services

• Super Serum Skin Tint SPF 40 A skin tint that delivers light coverage, skincare actives, and mineral SPF 40 protection in one product. Available in 35 inclusive shades with a dewy finish for consumers seeking hybrid complexion products.
• Limitless Lash Mascara An award-winning lengthening mascara that lifts, curls, lengthens, and adds volume with a buildable, flake-free formula and dual-sided brush. Available in black (After Midnight) and brown (Before Dawn).
• Eye Stylus Shadow Stick A waterproof eyeshadow stick with up to 12-hour wear, available in 20 shades including matte and shimmer finishes for lining, defining, and covering lids with color.
• Multi-Stick A cream blush and lip tint stick providing a wash of color for cheeks and lips in a single multi-use product. Available in 14 shades with both matte and pearl finishes.
• Lip Sketch Hydrating Crayon A weightless lip crayon combining long-wear lipstick and liner that glides on smoothly with rich, long-lasting color and a soft-matte finish. Available in 15 shades.
• Sun Serum Mineral Sunscreen SPF 50 ILIA's first standalone mineral sunscreen, featuring water-burst texture with seven molecular weights of Hyaluronic Acid and SPF 50 protection with an invisible finish for daily use. Priced at $40.
• Skin Blur Serum Concealer A featherweight, self-setting concealer with 12-hour wear that provides a crease-resistant, blurred look. Available in 35 inclusive shades.
• Soft Focus Finishing Powder A finishing powder that blurs, smooths, and softens shine, available in three translucent shade options for different skin tones.
• Soft Focus Blurring Blush A talc-free powder blush with 12-hour wear and skin-smoothing properties, available in 8 shades.
• Skin Rewind Complexion Stick A medium coverage foundation and concealer in a stick format with a natural-matte finish, available in 42 inclusive shades.
• True Skin Serum Foundation A medium coverage serum foundation with a natural finish, available in 24 shade options providing skincare-infused color.
• Liquid Powder Eye Tint A clean cream-to-powder eyeshadow that dries to a smudge-resistant finish in seconds, available in 16 matte and chromatic shades.
• Overglaze Hydrating Lip Gloss A hydrating lip gloss providing dimensional shine with 24-hour hydration, featuring Fenugreek Seed Extract and Seaweed Extract in 12 shades.
• Sunshift Cream Bronzer A cream bronzer that shifts from a cream to a powder formula, offering sunkissed glow with long-lasting wear of up to 12 hours, enhanced with antioxidants.
• In Full Micro-Tip Brow Pencil A brow pencil with a precision micro-tip designed for easy arch definition. Available in 8 shade options.
• The Base Face Milk A facial essence and lightweight moisturizer that combines hydration and skincare benefits. Available in full size and mini.
• Bright Start Retinol Alternative Eye Cream An eye cream that brightens, hydrates, smooths, and depuffs the under-eye area without retinol. Award-winning formula.
• Barrier Build Skin Protectant Cream A moisturizer that soothes and strengthens the skin barrier, providing layerable hydration.
• Lip Wrap Reviving Balm A lip balm offering hydration and barrier repair benefits with ingredients like Hyaluronic Acid and Sea Succulent. Priced at $26.
• Balmy Tint Hydrating Lip Balm A tinted lip balm with a balmy, buttery formula and buildable color. Available in 8 shades.
• Lip Wrap Overnight Mask An overnight lip mask providing facial-level care for lips.
• Fullest Volumizing Mascara A volumizing mascara designed for maximum volume and lift.
• The Ethereal Baked Face Palette A baked palette combining highlighter, blush, and bronzer. Available in Light, Medium, and Deep shades.
• Auto-Replenish Subscription Program Recurring subscription program that delivers best-selling products automatically with a 10% discount and free shipping, providing customer retention and lifetime value.
• ILIA VIP Loyalty Program Rewards program offering redeemable points, early access to product launches, personalized shade and product recommendations, and bonus-point promotions to support customer retention.
• Solange x ILIA Beauty Eldorado Ballroom Edit A limited-edition makeup capsule collection tied to the Eldorado Ballroom Houston performance series, featuring curated SKUs reflecting Solange Knowles' natural, skin-centric beauty approach.
• Eberjey x ILIA Silk Rituals Collection A limited-edition Silk Rituals collaboration combining Eberjey silk pajama sets, eye masks, scrunchies, and beauty bundles priced from $24 to $298.
• Gift Card Digital gift cards available in denominations from $25 to $250.

Quantifiable outcome

• The Super Serum Skin Tint SPF 40 has received 4.5/5 stars from 15,581 reviews on iliabeauty.com
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor, flagship and core.

• Crown AffairminorGTM or Marketing Partner · 22 June 2026ILIA Beauty and Crown Affair launched a limited-edition collection combining ILIA makeup products with Crown Affair hair care essentials. The collection includes The Out-The-Door Ritual bundle ($84) and The Pink Towel ($59), featuring two exclusive prints inspired by both brands' coastal roots.
• Haim (Este, Danielle, and Alana Haim)flagshipGTM or Marketing Partner · 15 June 2026ILIA Beauty partnered with Grammy-nominated band Haim for a marketing campaign featuring the Super Serum Skin Tint SPF 40. The campaign includes a 30-second film titled 'Almost Ready' running across both ILIA and Haim's social media channels. Each sister shared her personal experience with sensitive skin and how the product fits into their everyday routines, particularly during touring. This marks the sisters' first beauty partnership.
• EberjeycoreStrategic or Co-development Partner · 26 March 2026Eberjey, a luxury pajama and loungewear brand headquartered in Miami, and ILIA Beauty launched 'Silk Rituals,' a limited-edition collaboration combining sleepwear with skincare products. The capsule includes silk pajama sets, eye masks, scrunchies, and beauty bundles priced from $24 to $298, featuring two exclusive prints inspired by both brands' coastal roots. The launch coincided with Eberjey's 30th anniversary and Women's History Month, highlighting both female-founded brands' shared focus on wellness and elevated self-care rituals.
• Solange KnowlesflagshipGTM or Marketing Partner · 18 June 2025Solange Knowles partnered with ILIA Beauty to create 'The Eldorado Ballroom Edit,' a limited-edition makeup capsule collection tied to her curatorial work for the Eldorado Ballroom Houston, a six-night performance series at the historic Third Ward music hall. The collection features the Super Serum Skin Tint in shade 'Dominica ST14' and the In Frame Brow Gel, reflecting Solange's approach to natural, skin-centric beauty.
• SephoracoreChannel Partner/ Reseller/ DistributorSephora serves as ILIA Beauty's primary prestige retail partner, offering products both online (Sephora.com) and in physical stores. New product launches typically debut on Sephora.com first before in-store rollout. ILIA participates in Sephora's Clean + Planet Positive Beauty Collection.
• PACT (Preventing Ocean Plastic)coreOthersThrough the PACT coalition, ILIA Beauty helps keep beauty packaging out of landfills by providing a recycling solution for used beauty containers, supporting the broader clean beauty sustainability ecosystem.
• 1% for the PlanetcoreOthersILIA Beauty is a certified member of 1% for the Planet, committing 1% of Super Serum Skin Tint SPF 40 sales to reforestation. The brand has planted over 1 million trees as part of this membership.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Dr. Jart+: K-beauty-backed hybrid skincare-makeup brand named alongside ILIA in the $8B+ hybrid beauty market. Comparable on hybrid SPF and complexion products with global Sephora-class distribution.
• Glossier: Iconic DTC-led beauty brand with expanding complexion and skincare assortment. Comparable to ILIA on DTC-first model, millennial/Gen-Z target, and hybrid positioning.
• Drunk Elephant: Clean, ingredient-focused skincare and hybrid brand owned by Shiseido, distributed at Sephora and specialty retailers. Comparable to ILIA on clean beauty positioning and Sephora presence but operates at a broader portfolio scale.

Direct peers

• Saie Beauty: Clean beauty indie focused on hybrid skincare-makeup products (Glowy Super Gel, Slip Tint, Sun Melt). Directly comparable to ILIA on hybrid formulation and Sephora/Ulta distribution.
• Fenty Beauty: Inclusive beauty brand named alongside ILIA as a key indie disruptor in the US long-lasting foundation market. Comparable on shade-inclusive complexion positioning and broad retail distribution including Sephora.
• Westman Atelier: Clean, prestige complexion-first brand led by Gucci Westman with high price points and Sephora distribution. Closely comparable to ILIA in hybrid positioning and Sephora/Ulta retail footprint.
• Tower 28 Beauty: Sensitive-skin-friendly clean beauty brand with broad Sephora distribution, focused on non-reactive complexion and color products. Closely comparable to ILIA's sensitive-skin origin story and Sephora-led distribution model.
• Jones Road Beauty: Bobbi Brown's clean beauty brand built on hybrid skincare-makeup products (What The Foundation, Miracle Balm). Identified as a key brand in the $8B+ hybrid beauty market alongside ILIA.
• Kosas: Clean beauty indie best known for hybrid complexion products (Tinted Face Oil, Revealer Skin-Improving Foundation). ILIA is explicitly named alongside Kosas as a key indie disruptor in the US long-lasting foundation market.
• Supergoop: Clean SPF-focused brand named alongside ILIA as a key player in the hybrid beauty market. Comparable on SPF innovation and Sephora/Ulta retail presence; competes most directly with ILIA's Sun Serum Mineral Sunscreen SPF 50.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/iliabeauty
• TikToktiktok.com/@iliabeauty
• Xx.com/iliabeauty

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ILIA Beauty