ILIA's Super Serum Skin Tint SPF 40 collapsed skincare, sunscreen, and foundation into one step, powering heavy Meta paid social at Sephora scale.
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See all ads on AdLibrary →ILIA Beauty, founded in 2011 by Sasha Plavsic in Laguna Beach, is a clean makeup brand best known for the Super Serum Skin Tint SPF 40. Positioning makeup as skincare and sun protection in one, ILIA runs substantial Meta paid social spend and is available at Sephora, Nordstrom, and DTC. Also searched as ILIA.
ILIA runs one of the highest-volume Meta paid social programs in clean beauty. The Super Serum Skin Tint's 'three products in one' positioning (serum actives + SPF 40 + skin tint coverage) gives ad copy multiple proof points and appeals to both skincare-first and makeup-first audiences simultaneously. Creative typically leads with the SPF and ingredient claims before transitioning to finish and shade. Explore ILIA's ad library at AdLibrary.
Facebook and Instagram carry ILIA's primary paid spend. Top-of-funnel video ads demonstrate skin-tint application across diverse skin tones with voiceover explaining active ingredients. Mid-funnel carousel ads feature Sephora reviews and dermatologist endorsements. Retargeting captures abandoned carts with 'free shipping' and shade-finder tool prompts. The brand maintains a consistently warm, sun-lit California aesthetic.
Copy pillars: (1) 'replace three products with one' efficiency messaging for the Super Serum Skin Tint; (2) clean certified ingredients (EWG Verified, MADE SAFE); (3) SPF 40 protection as a daily skin health investment; (4) 'real skin' finish language targeting consumers fatigued by full-coverage foundation. Tone is educated, aspirational, and Sephora-native in formality.
ILIA demonstrates how collapsing multiple consumer problems into one product can expand an addressable market. The Super Serum Skin Tint isn't just for makeup users—it captures SPF avoiders who don't want another step, and skincare enthusiasts who avoid makeup. By solving three problems simultaneously, ILIA expanded its total addressable audience and gave every ad creative multiple entry points for different consumer personas.
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