Ilia is expanding on its Super Serum makeup to offer shades that represent 30 different skintones. The brand first grew in popularity following its light coverage foundation-serum hybrid. Equipped with SPF 40, this product quickly flew off the shelves after beauty gurus credited it with helping achieve a dewy glow.
Now, the super serum is available in multiple natural shades that are sure to help consumers achieve the desired look while protecting their skin from the sun's rays. In an official statement Ilia's founder ILIA Founder Sasha Plavsic explained that We approached the shade expansion thoughtfully, taking the time to work through a range of different undertones...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."
Foundation-Serum Hybrid Expansions
Super Serum Makeup Offers 30 New Shades
Trend Themes
1. Super Serum Makeup - The development of Super Serum makeup offers an opportunity for disruptive innovation in the cosmetic industry by providing consumers with multiple natural shades and added SPF protection.
2. Shade Expansion - The expansion of shades for Ilia's Super Serum makeup product presents an opportunity for disruptive innovation in the beauty industry to include more diverse range of skintones.
3. Foundation-serum Hybrids - Foundation-serum hybrid products, like Ilia's Super Serum, provide a platform for disruptive innovation in the cosmetic industry by offering light coverage and skin-protecting features.
Industry Implications
1. Cosmetics - The cosmetic industry can use Ilia's shade expansion initiative to examine how they can provide makeup shades that are more inclusive and diverse to their consumers.
2. Beauty - In the beauty industry, the development of Super Serum makeup can be used as a platform to create other makeup products that offer similar benefits, such as added UV protection and natural shades.
3. Skincare - The development of Super Serum makeup presents an opportunity for disruptive innovation in the skincare industry by offering products that combine makeup and skincare benefits.