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ILIA Beauty's skin-forward makeup will be everywhere this summer – here's why
Is it worth the hype? I put over £300 worth of product to the test

IMO, ILIA Beauty is one of the most under-rated makeup brands going. It was founded back in 2011, but only in the last few years has it popped up on radar after launching in the UK back in 2022.
Since, ILIA has steadily gained fans thanks to its barely-there pigments and sensitive skin-friendly formulas, racking up over 16 million views (and counting) on TikTok as a result. Much of this success is thanks to its famous Super Serum Skin Tint SPF 30, which has gained thousands of five-star reviews (more on that later).
Here’s a sneak preview into my fave products from the brand...
Best ILIA beauty products...
The celebrity-approved conscious makeup brand has been used by everyone from Vanessa Hudgens to Riley Keough, and they perfectly sum up the vibe of the brand; nourishing formulas that let your skin shine through.
While no-makeup-makeup is certainly the brand’s USP, ILIA also has a collection of gentle and hard-working skincare that layers beautifully under your base products – or, if used alone, each product is formulated with impressive ingredients to improve everything from your barrier health to pigmentation. The Base Face Milk is one of my faves for glossy-skin makeup prep, while the new Barrier Build Skin Protectant Cream is a luxurious moisturiser to deliver deep hydration.
Packaging-wise, pretty much the entire range uses recycled aluminium or glass, as well as responsibly sourced paper – eco-warriors, take note. The range is packed with multi-purpose formulas that are not only good for makeup but for your skin, too.
However, this comes at a cost (literally) and is why ILIA Beauty is on the pricier side of the makeup spectrum – with the foundation setting you back £50 – but think of it as a skincare-makeup hybrid in one. The brand has also introduced a subscription-style service across certain products, where you can either purchase the product once, or save £££ by having it shipped to your home every few months – girl math.
I put (almost) the entire skincare-meets-makeup brand through its paces to see if it was worth the heftier price tag. Here's my run-down of everything I would (and wouldn't) buy from ILIA Beauty.
My ILIA Beauty review
Charlotte Bitmead (she/her) is the Senior Beauty Writer at Cosmopolitan UK. She has over six years experience writing about beauty and has previously written for ELLE and The Sunday Times Style, covering everything from politics to sustainability to inclusivity within the beauty industry. When she’s not writing in-depth features, testing out the newest skincare fad or trying to decide what nail art to get, you can find her overspending in bookshops or shouting at Arsenal matches. Find her on LinkedIn
Clare Stephenson is the Senior Fashion and Beauty E-commerce Writer for Cosmopolitan, ELLE and Harper’s Bazaar. She has been an e-commerce writer since 2022, creating matter-of-fact reviews and shopping pages filled with her favourite products for every budget and need – whether that’s a glow-giving foundation, a high-tech LED face mask or the perfect wear-with-everything blazer.
Alongside writing, Clare loves to be in front of the camera creating shopping content, putting viral products to the test to see which ones are truly worth the hype. Through her work, she has interviewed leading dermatologists, makeup artists and industry experts to bring readers trusted advice and product recommendations.
Clare has contributed to titles across the Hearst UK portfolio, including Women’s Health, Good Housekeeping, Red and Prima. Prior to joining Hearst, she earned a BA in Multimedia Journalism from Bournemouth University, focusing her studies on magazines and editorial. She later worked as an editorial assistant at Voir Fashion Magazine, covering events including Fashion Week and interviewing notable brand founders.
Outside of work? You can find Clare strolling through London’s Columbia Road Market, pouring her fourth coffee of the day or heading to a Pilates class.
Follow Clare on Instagram @clarefrancesstephenson.

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