To love no-makeup makeup is to love Ilia Beauty. The skin care-powered makeup brand is behind some of the internet’s favorite natural makeup products—like the skin tint that blew up on TikTok, the multipurpose blush stick that delivers an effortless flush in a flash, and the easy, skin-smoothing liquid eyeshadow that sold 10,000 units in only two weeks. Led by a low-maintenance philosophy, Ilia’s skin-enhancing, easy-to-use makeup essentials are ones that everyone can get behind. Even celebs like Sarah Hyland, Madelaine Petsch, and Emma Watson have professed their love for the brand.
That said, when Ilia products go on sale—it’s a pretty big deal, which is why we're kind of freaking out about the brand's Black Friday sale this year. From November 25-28, Ilia will be offering 20 percent off *site-wide* and will be including free, full-sized gifts with valid purchases. If you’re an Ilia stan like me, or have been waiting for the right moment to give the brand's products a try, consider this Black Friday sale the sign you've been waiting for. To help you prep your cart for the sale, we've taken the liberty of rounding up the Ilia favorites we'll be shopping first.
Our favorite Ilia products to grab during the Black Friday sale
Originally $48, now $38
The ultimate skin-care and makeup hybrid, Ilia’s Super Serum Skin Tint reached viral status on TikTok when it first launched in 2021, and has been a customer (and W+G) favorite ever since. It touts an SPF of 40 (high compared to what you’d find in most foundations), and is infused with skin-smoothing niacinamide, nourishing squalane to support skin’s elasticity, and plumping hyaluronic acid for that fresh-faced, “I drink a lot of water” glow.
Originally $24, now $19
Ilia’s nourishing lip balm will save your dry, chapped lips this winter. Made with hyaluronic acid and sea succulent extract, the barrier-boosting balm coats dry lips with a layer of lasting moisture on contact–and leaves them feeling softer, smoother, and more plump than before. We love the cooling sensation brought on by the ceramic applicator, and the subtle sheen the balm leaves behind!
Originally $34, now $27
If cherub cheeks are your vibe, then you’ll love the Ilia Multi-Sticks. The dual-purpose balms give a natural, radiant flush of color to cheeks and lips, and blend out like a dream using only your fingertips. They come in luminous and natural finishes, and can even be layered for a customizable look. Whisper, one of the new additions to their lineup and a personal fav, is a universally flattering peachy pink that brings instant life back to cheeks, giving them that coveted wind-swept flush.
Originally $28, now $22
If you think natural mascaras don’t work, that’s only because you haven’t tried the Limitless Lash Mascara. It’s beauty-editor approved, has over 4,000 reviews on the Ilia website, and is well-worth the hype. Using a base of bee and carnauba waxes to coat and condition lashes, the Limitless Lash Mascara helps lift lashes and maintain their curl without feeling crunchy or flaking throughout the day. What you get are fluttery, longer looking lashes that get this—last all day, and remove effortlessly with water at the end of the night. For a bolder lash look, check out their Fullest Volumizing Mascara ($22).
Originally $30, now $24
The True Skin Serum Concealer is a true MVP in your makeup bag. The medium-coverage concealer boasts a weightless, creamy consistency that wears beautifully all over the face—whether you’re concealing blemishes or covering dark circles. Even better, the hydrating concealer lives up to its “serum” name, and always looks fresh, never dry or cakey. And because it’s Ilia, the formula is infused with antioxidant vitamin C for added brightening benefits.
Originally $28, now $22
Ilia’s award-winning Liquid Powder Eye Tints are the eyeshadows for people (like me) who normally hate eyeshadow. The cream-to-powder tint applies effortlessly thanks to the doe-foot applicator, and blends out seamlessly with your fingers leaving a wash of buildable color behind. And once it sets, the tint won’t budge, giving you a one-and-done eyeshadow look that’ll last all night long. Bonus? It smooths skin and prevents wrinkles around the delicate eye area. Our personal favorite, Aster, a dusty lavender from their newly released collection of mattes, sold out at over 10,000 in only two weeks—so I’d recommend grabbing that one first before it’s gone.
Originally $64, now $51
This skin-care powerhouse combines your daily sunscreen and vitamin C serum into one simple step. Formulated with 10 percent stabilized vitamin C and a mineral-powered SPF 40, the C Beyond Serum gives skin a boost of radiance-boosting antioxidant protection, with zero white cast thanks to the subtle translucent tint. It even has niacinamide to support smoother, more even-toned skin. Apply it in the morning as the last step in your skincare routine, and you might even be tempted to skip foundation altogether.
Originally $26, now $20
We love a good lip bloss (a cross between a lip balm and a lip gloss), and Ilia’s Balmy Gloss doesn’t disappoint. The super soft tinted lip oil uses hyaluronic acid to hydrate dry lips and support a plump, juicy look—without the goopy stickiness of a conventional lip gloss. What’s more, they offer just the right amount of color payoff and shine—making it the kind of gloss you can apply effortlessly without a mirror, which is a huge plus. Even better, it feels so comfortable and cushiony on the lips you’ll forget you’re wearing lip gloss—10/10 would recommend.
Originally $34, now $27
To achieve that sun-kissed look all year round, you’ll need the Nightlite Bronzing Powder in your makeup bag. The talc-free, silky soft powder applies like a dream—starting off sheer but with the ability to be built up for more intensity. Infused with the slightest bit of sheen, this low maintenance bronzer is virtually undetectable on the skin, making it a must-have for light makeup days and full glam alike. Plus, the undertone across all four shades is warm, but not overwhelmingly so, giving you flexibility to bronze and contour with the same product.
Originally $28, now $22
Ilia’s Balmy Tints deliver the nourishing properties of a lip balm, with the color payoff of a sheer lipstick. The buttery formula contains moisturizing all-stars like shea butter, rosehip seed oil, and sea succulent extract to keep lips feeling smooth and hydrated. They come in eight ultra-flattering shades that range from pinky nudes to deeper reds and berries, and every color can be built up for a more dramatic look, or blotted on for a sheer, “your lips but better” moment.
Originally $42, now $34
This gel-based liquid highlighter can be dotted onto the high points of your face after foundation, or mixed into your skin tint for an all-over glow. The weightless serum texture melts right into your skin without feeling thick and tacky, leaving only a soft, metallic glow behind that’s devoid of chunky glitters. It even touts blue light protection due to the marine actives in the formula.
Originally $32, now $26
A blush and liquid lip color in one, Ilia’s Color Haze imparts a dewy, fresh-faced blush look to the cheeks and a matte stain to the lips for a fuss-free monochromatic look. In true Ilia fashion, it’s super easy to use and the metal tipped applicator allows for a precise application straight from the tube (we love a brush-less makeup application!). Even better, the featherlight liquid formula is ulta-pigmented yet blends out to a soft, airbrushed finish that lasts all day.
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