Is This The End of Setting Powder?
Everything you need to know about the new ILIA Skin Blur Serum Concealer
THE BEAUTY ED®’S NOTE: Gia reports on the highly anticipated UK arrival of the ILIA Skin Blur Serum Concealer at Space NK. With a 34-shade, self-setting formula, this launch signals a major shift toward breathable, 'skin-first' makeup for 2026.
This week’s beauty news centres on ILIA Beauty, the California-based cosmetics brand founded by Sasha Plavsic, which has steadily become known for its approach to makeup that prioritises skin just as much as coverage.
The UK Launch: ILIA Brings "Skin-First" Coverage to Space NK
A few days ago, the brand launched its new ILIA Skin Blur Serum Concealer in the UK, now available at Space NK. The formula arrives in 34 self-setting shades and promises up to 12 hours of wear with medium, buildable coverage.
34 Shades of "Self-Setting" Magic
What makes the launch particularly interesting is the concealer’s self-setting formula, meaning it naturally settles into the skin without needing to be fixed with powder. At a time when makeup trends are moving firmly towards lighter, more breathable bases, that kind of effortless finish feels very current.
Weightless Texture: The End of the "Mask" Effect
The texture is described as serum-like and exceptionally lightweight, designed to blur and subtly brighten rather than mask the skin completely. For anyone who dislikes the feeling of heavier complexion products (something I’ve always struggled with), the idea of a concealer that feels almost imperceptible on the skin is undeniably appealing!
The Clean Beauty Standard: Vegan & Non-Comedogenic
It’s also vegan, non-comedogenic, and suitable for sensitive skin, meaning the formula is designed not to clog pores, an increasingly important consideration as more brands move toward skincare-driven makeup. (And for those of us prone to breakout-prone skin, the non-comedogenic formula is a real hero here).
With “skin-first” beauty continuing to dominate the industry, ILIA’s latest launch feels very much in step with where complexion products are heading: lighter textures and makeup that enhances rather than conceals.
It’s certainly one I’m curious to test properly!
-Gia xo