US-based beauty brand Ilia is launching its first UK online flagship store this week with a 2 October debut.
It’s coming to the market via the launch of a storefront on Shopify UK. This is an important move for the brand that was acquired by the Courtin-Clarins family investment firm Famille C last year, although the founders retained a minority stake in the business.
In the preceding years it had raised investment across several funding rounds and the Famille C involvement took it to a new level, giving it the backing to move into new categories and to boost its international distribution, especially in Europe.
The “skin-centric” brand says it “challenges the conventions of clean beauty by creating safe, potent formulas”. It was founded by Sasha Plavsic in 2011 with a single Tinted Lip Balm and has seen strong growth in the years since then.
It now offers a full product range, including “skincare-informed make-up hybrids” such as Super Serum Skin Tint SPF 30 and Limitless Lash Mascara.
The collection also includes multi-use make-up products, such as the Multi-Stick and the Color Haze Multi-Use Pigment.
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