Ilia Beauty is calling back to one of its bestselling products in a new campaign featuring rock band Haim.
Entitled Almost Ready, the 30-second video positions Este, Danielle and Alana alongside Ilia’s Super Serum Skin Tint SPF 40, as they scramble to get ready for a shoot on FaceTime. Alana rushes in from the pool to apply the product, which first launched in 2020, while Danielle puts her finishing touches on in the bathroom. Este is the first one ready. “One trio. Your whole routine,” the tag line reads.
This campaign and the partnership with Haim was written in the stars, said founder Sasha Plavsic, who connected with the girl group organically when Este came to an event hosted by the brand a few years back. She was already an established consumer of the clean beauty line and had introduced her two sisters to her favorite products, namely the Skin Tint.
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“The reason that we have done this little moment with them, this campaign for the Skin Tint, is because she initially came to us and said how much she loved it,” Plavsic said of Este. “So it was a natural fit to kind of go in that direction, and it embodies our brand ethos of intergenerational. We have multigenerational, but we have these three sisters, and I think that’s at the core of who we are, it’s a word of mouth brand that gets passed between your friends for the quality of the product and the ease of use.”
Plavsic — hailing from Urban Decay Cosmetics — launched Ilia in 2013, wanting to fill the white space in contemporary beauty. The brand opened with lip care before expanding into new categories and undergoing a total refresh before the pandemic hit in 2020.
“I reinvented a lot of the formulas, and we got into more complexion, we got into eyes with our mascara,” Plavsic said. “The rebrand was a new logo, new packaging and it was our first point of arrival. I think we were finally going to be front of store at Sephora. We finally had a full assortment, and we launched Skin Tint.”
Formulated with squalane, niacinamide, hyaluronic acid, mineral SPF and more, Ilia’s three-in-one Super Serum Skin Tint is designed to streamline the morning skin care routine. The idea was conceived in 2015, when Plavsic was raising her daughter, pressed for time and mixing multiple products in her palm. “I was like, ‘I need this in one bottle,’” she recalled.
The mission resonated with consumers, too, and Ilia’s Skin Tint quickly became top product in the brand’s portfolio. “When you have a hero product, you need to keep calling to it and find different ways to celebrate it. You’ll have your launches that happen, but I think what creates longevity for a brand is a hero for us,” Plavsic said. “This is just a new way to celebrate it.”
Ilia’s campaign signals its ongoing commitment to positioning itself at the convergence of art, culture, music and beauty. The brand already collaborated with the likes of Grammy-winning artist Clairo, Audrey Hobert and Solange Knowles.
