Founder Stories: Ilia | Vert Beauty

Founder Stories: Ilia

We asked Sarah Rose, Director of Education at ILIA, to give us the lowdown on natural, luminous everyday makeup—a hallmark of the brand’s philosophy and aesthetic. 

Vert Beauty Founder Stories: Ilia

If you’re curious about how to achieve a dewy, radiant glow, Sarah shares her super comprehensive routine for you to play with at home.

ILIA has always been our go-to for lightweight luminosity and a fresh, dewy face—what's your ideal routine to showcase and highlight skin—not cover it? 

“We love skin that looks like skin—and thankfully each ILIA product is crafted to let your skin look and feel alive so we make it easy to achieve this without extra skills or tools."

Primed Perfection

"My ideal glowy complexion always starts by pressing a dime-sized amount of the True Skin Radiant Priming Serum into my skin once my skincare has fully absorbed. It's one of those products that kind of does a little bit of everything. It's a lightweight, gel primer that helps to hydrate, smooth and protect skin from everyday pollution. Plus it regulates excess shine with mastic that helps to mattify—giving you a longer wear. It can even be worn alone on no-makeup days. Make sure to let this set down for ~2 minutes before moving onto your next complexion step. You'll know that it's set when it's silky, not sticky."

Brightening, With a Twist!

"Next, I take 2-3 pumps of the Liquid Light Serum Highlighter in Nova and massage that into my skin all over, like an all-over brightener. This isn't typically the way people think of using this product but it's my favorite. It gives a gorgeous lit-from-within glow from under your choice of foundation plus it has marine actives which help to boost protection against pollution. You can also mix it into other products to add more radiance—the True Skin Radiant Priming Serum, choice of Foundation or Concealer, the Color Haze Multi-Matte Pigment, or even your skincare and body care!"

Making Magic:  Steps in 

"This next step is when the magic happens. If you haven't yet tried the Super Serum Skin Tint SPF 40 yet, it will become your new holy grail. This 3-in-1, tinted serum combines makeup + skincare + SPF into one step, saving you precious time in the day and let's not forget a few pretty pennies. Your skin will look fresh and even, thanks to the light coverage and dewy, skin-like finish. I simply shake (vigorously), squeeze the dropper 3x to pick up freshly mixed pigment, and press a quarter-coin sized amount onto skin that's been prepped with the True Skin Radiant Priming Serum and Liquid Light Serum Highlighter. I feel great knowing that my skin looks natural, and I'm protected against UVA/UVB/UVC (from the sun) as well as blue light (from screens) and infrared."  


Set it, don’t forget it!

"I rarely set my complexion since I really prefer a dewy finish but since I have bangs and also like to have a bit of a sun-kissed glow, I sweep the NightLite Bronzing Powder in Novelty across my forehead (the silica beads and matte mica combo helps to absorb excess shine), under my cheekbones, and across the bridge of my nose.
I'll finish off with a Multi-Stick to bring a hint of health to my cheeks and top it off with the Illuminator in Polka Dots & Moonbeams on the high points of my face, down the nose, across the cupids bow, and on the inner corners of my eyes. This highlighter gives that hydrated, glass-skin effect that I love.
I'll always mist my skin with our Blue Light Mist after I'm done with makeup because it hydrates, lightly sets, and protects skin from effects of everyday pollution and blue light exposure. Plus, it has this way of polishing a look and making everything look so seamless. I bring my mini size with me on-the-go to refresh and revive makeup throughout the day while boosting moisture and protection.”

What swaps (if any) do you make for different seasons? For example, do you move from a lightweight foundation to the Super Serum Skin Tint in the summer? Do you use a creamy bronzer, like the Illuminator in Summertime instead of powder?

“We are all about the makeup wardrobe here at ILIA. Why choose? Everyone's skin and preferences are so unique and can vary based on the day, occasion, location, etc. Generally, most people love wearing our Super Serum Skin Tint SPF 40 year round as their daily-go-to foundation (with protection) and will grab our True Skin Serum Foundation when they'd like more coverage (at night) or need it to last longer (think: makeup for a wedding). Since both formulas are lightweight when applied correctly, we really think it comes down to preference and recommend having both to allow for that flexibility. We recommend switching up your skincare as your skin's needs change instead!” 

Dermatologist Approved

“We worked with a dermatologist on our Super Serum Skin Tint and True Skin Serum Foundation and know it's non-comedogenic. The Super Serum Skin Tint is also certified as safe for sensitive skin. Our Limitless Lash Mascara is ophthalmologist tested and certified safe for sensitive eyes. We formulate and test our products because we care about people and skin that struggle to find products for them when they need a more tender touch.”

What products or ingredients are you having a moment with?

"Sasha discovered Salicornia Herbacea (a Sea Succulent) in the marshes in Holland while visiting her father-in-law, a salty vegetable farmer. He tested 10,000 varieties of different crops in salt water to see which species would thrive in this environment and was blown away by Salicornia’s resilience and moisturizing properties. Salicornia is able to boost moisture in the skin and lips by up to 6000% over a 28-day period which is why Sasha immediately looked for a way to incorporate this ingredient into ILIA products in active percentages. Our Balmy Gloss, Lip Wrap Hydrating Mask, and Balmy Tint all contain this magical ingredient."

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