ILIA Beauty and HAIM have collaborated on a new campaign that puts the band of sisters into brand ambassadors for the Super Serum Skin Tint SPF 40. The partnership sees the Grammy-nominated band starring in the 'Almost Ready' ad spot that sees the band members and sisters Este, Danielle and Alana showcasing the versatility of the product. The campaign also spotlights the beneficial nature of the skincare solution that packs skincare benefits as it functions as a makeup product, while finally delivering SPF 40 thanks to mineral sunscreen in the formulation.
HAIM commented on the partnership with ILIA Beauty saying, "We've been longtime fans of ILIA, especially the Super Serum Skin Tint SPF 40. When we're on tour, we do our own makeup and we're pretty much always in a rush, so having products that are quick and easy is everything. We all go for pretty natural makeup looks, so the Skin Tint is perfect. It hides blemishes really well, but still lets our freckles show through. It's makeup, it's skincare, it's SPF, it honestly has it all. Especially when we're performing outside, it's a must."
Why This Trend Is Growing
- Musician-led Beauty Campaigns
- Cultural affinity between performers and fans creates space for beauty partnerships that feel more authentic than traditional celebrity endorsements.
- Hybrid Skin Tint SPF
- Multifunctional formulas that blend coverage, skincare and mineral sun protection signal demand for routines compressed into a single everyday product.
- Natural Performance Makeup
- Tour-ready cosmetics with lightweight finishes reflect a growing preference for products that withstand active lifestyles while preserving visible skin texture.
Industries Being Reshaped
- Clean Beauty
- Ingredient-conscious makeup and skincare categories are being reshaped by hybrid products that combine efficacy, transparency and simplified application.
- Entertainment Marketing
- Artist-centered campaigns are expanding beyond music promotion as lifestyle credibility becomes a valuable channel for consumer product storytelling.
- Sun Care
- Mineral SPF integration into color cosmetics points to sun protection becoming an embedded benefit rather than a standalone seasonal purchase.
