California Glow Meets British Icon: Why ILIA Beauty at Liberty Sets A New Makeup Standard
Thoughts on the skin-first formulas America is already obsessed with.
The Beauty Ed®’s Note: Stay ahead of the trends with The Beauty Ed®'s exclusive report on ILIA Beauty’s strategic expansion into Liberty London. Led by beauty authority Donna Francis, who has over 27 years’ experience, contributor Gia breaks down the market shift toward skin-first hybrid makeup in the UK and how this ‘unfiltered’ finish that allows texture and pores to shine through is the new standard for luxury makeup.
For those unfamiliar, Liberty London sits in the lively heart of the West End, housed within its unmistakable Tudor Revival façade: dark beams, leaded windows, and carved wood interiors.
It is one of the city’s most beloved luxury department stores, known not only for beauty but also for fashion, interiors, and textiles. So, the arrival of ILIA Beauty here feels particularly well-timed.
The ILIA Philosphy: Why Skin-First Makeup is the New Industry Benchmark
This is not the first time I’ve written about ILIA Beauty for The Beauty Ed®. My most recent piece focused on the launch of the brand’s Skin Blur Serum Concealer, a complexion product that immediately stood out to me for its weightless, self-setting finish and skin-softening effect.
ILIA Beauty was founded by Sasha Plavsic in 2011, with the initial launch comprising of just a range of tinted lip conditioners. Since then, ILIA has built a devoted following through its long-standing commitment to skin-first makeup.
What distinguishes the brand from many others, is that its use of skincare ingredients never feels like a late response to trend cycles. While many beauty houses are only now moving towards hybrid complexion products, ILIA has always centred the relationship between coverage and skin health.
As someone who is deeply selective about complexion formulas, I’m far more interested in products that preserve the look and feel of healthy skin than in anything harsh.
Living in London and spending long stretches commuting on the underground, surrounded by pollution, dry tube air and the constant shift between overheated interiors and outdoor city exposure, I am increasingly drawn to products that do something for the skin while I wear them.
Its formulas are known for combining makeup with active, barrier-supportive ingredients that help maintain hydration and comfort throughout the day. For dry or sensitive skin, that balance between glow and nourishment feels especially compelling.
The Cultural Shift: Why the ‘Unfiltered’ Aesthetic is Winning at Liberty
Part of what draws me to ILIA Beauty is its ability to deliver that luminous “no-makeup makeup” finish. Although I usually lean more toward full glam than subtle makeup, as summer approaches, I always find myself gravitating toward looks that create a soft wash of radiance, flushed cheeks and a finish that feels effortlessly put together. ILIA’s textures seem designed for exactly that mood.
I find myself influenced by Gen Z figures like Addison Rae (a fellow ILIA lover), whose beauty moves so fluidly between playful glitter, early-2000s glamour, and glowy minimalism. What I admire in her beauty routines, particularly in her Vogue Beauty Secrets appearances, is the way she makes even minimal makeup never looks boring!
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Vetted Ingredients: Beyond the ‘Clean Beauty’ Hype
The use of active botanicals and carefully sourced skin-supportive ingredients makes the formulas feel thoughtfully put together. Nothing feels included simply to satisfy the “clean beauty” trend. Instead, the products seem responsive to how skin behaves over the course of a real day. That openness around formulation is what gives me confidence in the brand.
Among clean beauty options, ILIA stands out because its promise is not simply aesthetic, but also rooted in prioritising skin health. The idea that makeup can improve how the skin feels, while remaining breathable, gentle, and comfortable, is far more persuasive to me than trend-led claims alone.
The ILIA products I’m most excited to try
1) Super Serum Skin Tint SPF 40: The Hybrid Hero for London City Skin
This is the product I am most drawn to. I wear skin tints far more often than traditional foundation, so anything that combines sheer complexion coverage with daily SPF immediately earns my attention.
The water-light consistency feels ideal for the kind of finish I love, and the inclusion of mineral SPF protection makes it particularly relevant for London days spent moving between the tube and the city itself.
A product that offers glow, light coverage, and environmental support in one step feels exactly in line with how beauty routines are evolving.
2) The Multi-Stick: Effortless, Creamy Radiance for the Woman on the Move
The second formula I am especially keen to test is the Multi-Stick.
I have always loved multi-use products, particularly for travel or rushed mornings.
The fact that it can move seamlessly across cheeks, lips, and eyelids makes it all the more appealing. The shea butter base suggests a creamy, blendable finish, while the buildable pigment allows for either a barely-there flush or something more potent.
A Natural Pairing: Why ILIA Belongs in the West End’s Most Iconic Beauty Hall
ILIA is now available both online and in-store at Liberty London, and the pairing feels entirely natural: a thoughtful, skin-intelligent beauty brand arriving in one of London’s most iconic department stores.
For anyone who loves luminous skin and makeup that genuinely supports the skin beneath it, this is a launch worth having on your radar.
And as always, let us know which ILIA product you’d most like us to test next for The Beauty Ed®?
Loveeee! Liberty is definitely my fave department store in London.