ILIA Beauty: A New Chapter Begins at Liberty London
U.S.-based clean beauty brand ILIA Beauty has made a grand entrance into the UK market with its official launch at the esteemed Liberty department store in London.
Founded in 2011 by Sasha Plavsic, ILIA Beauty is a skincare-powered makeup brand that marries high-performance cosmetics with skin-nourishing ingredients. The brand’s launch at Liberty’s iconic Tudor Revival building in London’s West End showcases its full range of products. These include the award-winning Super Serum Skin Tint with SPF, the viral Limitless Lash Mascara, and the recently launched Skin Blur Serum Concealer, which is available in 34 shades.
ILIA’s debut at Liberty echoes the rising consumer demand for “skin-first” makeup that delivers both aesthetic appeal and skincare benefits. The brand’s commitment to clean, carefully chosen ingredients and cruelty-free formulations aligns perfectly with Liberty’s mission to curate innovative beauty brands.
According to Liberty, ILIA is setting a new standard for luxury makeup with its “unfiltered” finish that allows the natural skin texture to shine through. This partnership marks a significant milestone for ILIA as it continues to broaden its presence across the UK’s premium retail landscape.
Source: https://theindustry.beauty/ilia-beauty-expands-uk-presence-with-launch-at-liberty/