Ilia knows how to make beauty pros blush.
The star-approved makeup brand launched its new Soft Focus Blurring Blush last week, and it’s already found a fan in celebrity makeup artist Katie Jane Hughes, who regularly works with Dua Lipa.
“I’m a huge fan of a dewy blush look and these are one of my favorites I’ve ever tried,” she said in a press release, joking that the compacts had been “burning a hole” in her pocket ever since they arrived.
Given brand founder Sasha Plavsic’s background in graphic design, the “ethereal” formula is based on the Gaussian blur filter effect.
“They are super light and feathery and super easy to build,” Hughes added in an Instagram video of the featherweight formula, noting that “a little bit really goes a long way.”
The blush comes in eight shades, each designed to diffuse pores and smooth skin texture for up to 12 hours.
While the brand’s Multi-Stick — a combination lip and cheek tint — has scored celebrity fans like Megan Fox and Camila Mendes, this marks Ilia’s first foray into powder blushes.
Glam teams aren’t the only ones stocking up on the new drop, as it’s already scored over 500 five-star reviews from customers calling it everything from “subtle and natural” to the “best blush I’ve ever tried.”
“The color is just so beautiful and it blends well for a soft but noticeable effect, one satisfied shopper wrote.
If history’s any indication, it’s only a matter of time before it ends up in celebrities’ beauty bags, too; Cindy Crawford, Alix Earle and Kate Hudson have all been linked to Ilia’s bestselling Super Serum Skin Tint, while Meghann Fahy used the brand’s In Frame Brow Gel in her Vogue “Beauty Secrets” video.
When it comes to scoring celebrity fans, it’s safe to say this clean beauty brand cleans up.
This article was written by Hannah Southwick, Commerce Writer/Reporter for Page Six Style. Hannah spies deals on actually affordable celebrity-worn styles, puts Hollywood’s favorite labels to the test and finds the beauty products that keep stars red carpet-ready. She consults stylists and industry pros — including celebs themselves — for firsthand product recommendations, trend predictions and more. In addition to writing for Page Six since 2020, her work has been featured in USA Today and Parade.