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Ilia Beauty expands into skin care – here’s everything you need to know


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Of course, it works perfectly under makeup.

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Makeup and skincare lovers are no strangers to Ilia Beauty, a pure cosmetics brand known for its skincare-driven makeup. Launched in 2011, the Californian company has set itself apart by creating multitasking formulas full of skin-loving ingredients. Its latest innovation? The recently launched Bright Start Activated Eye Cream ($46;, AKA the brand’s first official strictly skincare product.


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Available now, the lightweight eye cream is formulated to brighten, hydrate, smooth and depuff under the eyes while prepping the skin for concealer. Its star ingredient is sea fennel extract, a plant-derived molecule that’s been touted as a milder alternative to retinol for its ability to tighten skin. Other key ingredients include upcycled avocado extract and caffeine to reduce dark circles and puffiness.

True to the brand’s multitasking style, the formula also contains light-reflecting pearls (ie, glitter) to illuminate your under-eyes. It won’t add any coverage like a concealer, but it will enhance the brightness of your under-eyes (making it a great option to revive tired eyes on no-makeup days).

The product has already received hundreds of five-star ratings. Shoppers praise how well it wears under makeup, which unsurprisingly was one of its intended benefits. Ilia Beauty founder Sasha Plavsic said she “found so many eye creams that didn’t work with concealer,” so the team formulated it to absorb into skin quickly and create a smooth canvas for concealer.


Ilia Bright Start Activated Eye Cream is suitable for morning and evening, although it is undoubtedly best for the early hours. In addition to the light-reflecting beads, it also has a cooling and hygienic ceramic applicator that acts as a massage tool to soothe your eyes when you wake up. The brand recommends moving it in “slow arcs from the outer corner of the eye and up along the brow bone” for best results.

This launch marks the brand’s first time venturing into purely skincare products such as eye cream. Its core collection includes hybrid products like the setting spray, which acts as a blue-light-protecting and skin-tightening makeup primer.

The closest Ilia previously came to launching a tried-and-true facial skincare line was the launch of Vitamin C Beyond Triple Serum in May, a transparent vitamin C serum that gives your skin an instant glow boost—not to mention long-term brightening benefits.

Like its predecessors, Bright Start follows the brand’s philosophy of bridging makeup and skin care. Time will tell if Ilia Beauty Bright Start Activated Eye Cream hits the brand’s bestseller list, consisting of social media superstars such as Super Serum Skin Tint SPF 40 ($48), Multi-Stick ($34) and Limitless Lash Mascara ($28).

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