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Agenda-setting intelligence, analysis and advice for the global fashion community.

With Ulta Beauty Entry, Ilia Wants to Go Mainstream

An early pioneer of ‘clean’ beauty, the premium cosmetics brand is jockeying to become a household name and conquer more categories and global territories.
A woman holding a skincare serum.
Ilia's gearing up for a new phase of growth. (Courtesy)

Ilia has long been a favourite of beauty editors and clean beauty acolytes, but now, the makeup label wants to conquer a perhaps even more discerning consumer: the suburban American shopper.

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Further Reading

How Should We Feel About Tweens at Sephora?

There’s something both innocent and concerning about 13-year-olds’ obsession with skincare. Kids will always want to find new ways to express themselves, but the beauty industry has a responsibility to protect its youngest customers.

About the author
Daniela Morosini
Daniela Morosini

Daniela Morosini is Senior Beauty Correspondent and Special Projects Editor at The Business of Beauty at BoF. She covers the global beauty industry, with an interest in how companies go to market and overcome hurdles.

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