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ILIA Beauty Introduces the Game-changing Thru Line Waterproof Eyeliner

ILIA Beauty, a forerunner in the realm of clean beauty, has recently unveiled an innovative product—the Thru Line Waterproof Eyeliner. Engineered specifically for individuals with sensitive eyes, this eyeliner promises not only performance but also comfort, boasting a 24-hour wear time along with rich, waterproof pigmentation. The eyeliner comes in a sleek, sharpenable pencil form that glides smoothly on the eyelids, providing a precise application without dragging or skipping.

A Commitment to Clean Beauty

Staying true to ILIA's clean beauty ethos, Thru Line Waterproof Eyeliner ensures a high level of sustainability and safety. Its barrel is crafted partially from upcycled coffee chaff, a byproduct of coffee bean husks, representing ILIA's dedication to minimizing waste. This new eyeliner is available in ten versatile shades, with both matte and shimmer finishes, catering to diverse aesthetic preferences. All formulations are vegan, cruelty-free, and dermatologist tested, making them suitable for the most sensitive eye areas.

In a recent consumer study that involved fifty women aged between 18 to 59 over a span of three weeks, impressive results were recorded: 100% of participants confirmed the eyeliner applies comfortably on both the eyelash line and the waterline. Moreover, high percentages indicated that it blends easily, wears comfortably throughout the day, and does not smudge, skip, or drag during application.

Celebrating Creativity with Jasmine Tookes

To elevate the launch of the Thru Line Waterproof Eyeliner, ILIA partnered with the multifaceted Jasmine Tookes, a model and entrepreneurial figure celebrated for her elegance. By eliciting Jasmine's creative spirit, ILIA aims to inspire individuals to regard their eyes as a canvas for artistic expression. Jasmine's skillful artistry, combined with ILIA's renowned Limitless Lash Mascara and Eye Stylus Shadow Stick, beautifully showcases the versatility and performance of the Thru Line.

“I wanted to create an eyeliner that performs beautifully while being gentle to sensitive eyes,” said Sasha Plavsic, Founder of ILIA. “The richness of the pigment paired with its lasting waterproof capability empowers users to express themselves confidently.”

Jasmine added, “With ILIA as my go-to brand over the years, I appreciate the performance and how it aligns with my sensitivity needs. Thru Line makes enhancing my eyes painless while still allowing me to play with my makeup looks.”

Collaborations Beyond the Runway

In addition to Jasmine, ILIA gathered insights from three talented artists: Rory Gevis, Karo Kangas, and Kelsey Lu, who hail from diverse creative domains such as painting, makeup, and music. This collaboration emphasizes the intrinsic relationship between beauty and art, as each artist features unique interpretations of the Thru Line in their work, encouraging others to unleash their creativity.

Alongside the eyeliner, ILIA introduced the Angled Line + Smudge Brush and the Dual Sharpener. The brush, a dual-sided tool designed for both precise application and blending, allows users to create anything from a soft cat eye to a defined look. The Dual Sharpener facilitates smooth application by ensuring a fine tip for both the eyeliner and ILIA's Lip Sketch Hydrating Crayon. Constructed from 100% recycled materials, it embodies ILIA’s philosophy of sustainable beauty.

Launching with Style

The Thru Line Waterproof Eyeliner is priced at $26 per shade and can be purchased through various retailers and on ILIA's website. To celebrate this launch, ILIA will host The Art of the Eye Atelier, a series of immersive events that focus on the intersection of beauty and artistic creativity. Kicking off in Los Angeles on August 1–2, the Atelier will visit Boston on September 12 and conclude in Greenwich on September 26. The public is invited to partake in workshops designed to showcase the Thru Line while learning everything there is to know about makeup artistry from industry experts.

To stay updated with event details and daily makeup inspirations, follow ILIA Beauty on Instagram. As ILIA Beauty continues to innovate while staying committed to clean, effective beauty solutions, the Thru Line Waterproof Eyeliner serves as a testament to the brand’s mission of empowering individuals to embrace and express their unique beauty.