Revisiting Ilia Beauty

Let's talk about their lip crayons

Hello, Gorgeous!

We all know how disingenuous the idea of achieving overnight success can be, which seems to be the case with Ilia Beauty. Suddenly everyone I know seems to be showing off their Ilia Lip Sketch crayons. But the clean color brand has been around for about 15 years at this point with well over 100 items in their beauty arsenal.

So, what’s up with the current obsession with their Lip Sketch crayons?

Ilia Beauty took a different promotion approach

Back in early 2020, Ilia took a completely different approach to promoting an indie beauty brand. As the pandemic became part of our everyday conversation, Ilia took to the streets. Instead of a heavy online or influencer approach, Ilia Beauty wrapped tourist buses and popped up on billboards in NYC and LA. The idea was to celebrate and show off a round of funding very publicly. That and promoting the launch of their serum skin tint.