Beauty

ILIA Beauty Expands Super Serum Collection to 30 Shades

The brand introduces new versions of its foundation and concealer in a campaign titled “Shades of Us.”

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ILIA Beauty Expands Super Serum Collection to 30 Shades

The brand introduces new versions of its foundation and concealer in a campaign titled “Shades of Us.”

ILIA Beauty has expanded its range of Super Serum makeup — including the Super Serum Skin Tint SPF 40 and the True Skin Serum Concealer — to encompass 30 skin tones. The new colors are announced in a campaign titled “Shades of Us,” featuring models across a variety of ages and skin tones.

The brand’s award-winning skin tint is a foundation-serum hybrid that offers natural-looking coverage and SPF 40 protection. Its moisturizing formula features hyaluronic acid, squalane and niacinamide, ingredients that boost hydration and skin tone over time. Now, the fan-favorite product spans neutral, warm, olive and golden undertones in fair to deep shades. Similarly, ILIA’s concealer — a creamy, medium-coverage formula — arrives in 20 shades (eight more than before).

“We approached the shade expansion thoughtfully, taking the time to work through a range of different undertones,” ILIA Founder Sasha Plavsic explained in a statement. “The goal was not to just tack on more shades — it was to develop shades that make real skin look and feel like the best version of itself.”

ILIA Beauty’s Super Serum Skin Tint SPF 40 and True Skin Serum Concealer retail for $48 and $30 USD respectively at the Sephora website.

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