Clean beauty brand Ilia broke the beauty mold with its Super Serum Skin Tint SPF 40, a dewy, protective foundation-like product.
Now, it has launched another impressive hybrid product just in time for high summer, a skincare-focused 3-in-1 serum with Vitamin C, Niacinamide and mineral SPF.
C Beyond Triple Serum SPF 40 brings together skin smoothing and brightening properties with protection in a glowy, translucent tint that makes skin look fresh and bright.
The three shades blend beautifully across a range of skin tones and can be worn alone for an easy on-the-go solution or layered with other products.
Hybrid products, a key trend for 2023 across the beauty industry, are big for the brand, Ilia founder founder Sasha Plavsic tells WWD.
“One of the biggest things that we did a few years ago was with the Skin Tint,” says Plavsic of the product that has reportedly sold more than 1 million units since launching in 2019.
“I was having a really hard time having my foundation talk to my moisturizer and to my SPF, and how do those things communicate.”
Both products are perfect for the high summer, when heavy, cloying coverage feels all too much on skin.
Though hybrid products save both time and money, an important consideration this year, Ilia is also extending its range into skincare with an eye cream release.
Bright Start Activated Eye Cream includes sea fennel extract (a plant-based retinol alternative meant to brighten, firm and smooth, according to the brand), an upcycled avocado extract (a zero-waste active meant to reduce the look of dark circles and puffiness), as well as caffeine and peptides (which also help depuff).
