Ilia Beauty is leaning towards creativity, innovation, and diversity through their Super Serum collection.
Launched in 2011 by founder Sasha Plavsic, the clean beauty brand has come up with a product that offers makeup and skincare in one. This includes their best-selling Super Serum Skin Tint SPF 40 and True Skin Serum Concealer.
In an interview with Byrdie.com, Ilia Beauty's founder revealed that she created a committee that includes makeup artists Anastasia Durasova, Tasha Reiko Brown, and Jenna Anton to conceptualize new ideas brand.
The team realized that they needed to add more shades that would cater to "certain undertones like olive golden or something like a deeper shade with hints of gold and hints of red, where it was balanced and mixed," she explained to the outlet.
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With the tight competition on the market, the brand has introduced 12 new shades for their Super Serum Skin Tint line to cater to a wide array of skin tones.
Multiple beauty editors and experts are obsessed with Illia's tinted moisturizer since it features a clean and light-coverage packed with SPF 40, which adds protection to the skin against the harsh UV rays from the sun.
Aside from this, the tinted serum is also formulated with skincare benefits such as hyaluronic acids that promote skin hydration, while niacinamide aids to reduce the appearance of large pores and ease redness caused by skin inflammation.
In addition to this, Ilia Beauty's skin tint is formulated with plant-based Squalane that acts as a moisturizer by mimicking the skin's natural oils, making it smoother and plumper.
For $48, you can get your hands with their Super Serum Skin Tint that now offers a total of 30 shades.
Starting with their latest Skye ST.5 that is suited for those who have very fair neutral cool undertones, and Ramla Bay ST 12.5 for tan-skinned women who have golden undertones.
Moreover, Ilia Beauty's Super Serum Skin Tint can go as dark with their Lovina ST19 shade that is perfect for those who have deep neutral undertones.
This can be an excellent replacement for the foundation since its formulated with compounds that create a natural barrier for the skin by locking in moisture, plumping the skin, and boosting antioxidant effectiveness by 200%.
Furthermore, this might be an answered prayer for ladies who have sensitive skin since it's silicone-free, fragrance-free, chemical screen-free, oil-free and non-comedogenic.
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Like the Super Serum Skin Tint, Ilia Beauty's concealer also features eight new shades for that dewy and natural skin-like finish.
Retailing for $30, each tube offers a medium-coverage and featherweight texture that blends easily into the skin.
The creamy concealer minimizes the appearance of discoloration, blemishes, and dark circles around the eye area.
Moreover, since it's packed with skincare benefits such as vitamin C that helps brighten and even out skin tone, and mastic and albizia julibrissin bark extract that aids to improve the skin over time.