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Ilia isn’t new but its approach to makeup certainly was when it was founded back in 2011. Now, with the rise of the “clean girl” beauty trend, driven in part by TikTok and celebrity influencers like Sofia Richie Grainge and Hailey Bieber, the brand and its products are back in the social media spotlight. Ilia combines natural and synthetic ingredients to create simple formulas that sit somewhere between makeup and skincare — think foundations packed with aloe vera extract and lip and cheek tints stuffed with sunflower oil.
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