ILIA Waterproof Eyeliner Debuts

ILIA Waterproof Eyeliner has launched—and it’s a high-performance eyeliner that’s also safe for sensitive eyes and the waterline. We wouldn’t expect anything less from clean beauty pioneer ILIA Beauty.

Sasha Plavsic, Founder of ILIA, says, “As someone with sensitive eyes, we wanted to create an eyeliner that performs as beautifully as it feels—and works for everyone.”

The new Thru Line Waterproof Eyeliner features a waterproof pigment that will last for 24 hours. The formula contains avocado oil.

Packaged in a smooth, sharpenable pencil, the liner glides on the skin without tugging. “Line, define, or smudge,” the brand says, “with bold saturated color and long-lasting performance in a single application.”

Sustainable Packaging—with a Sharpener & Brush

ILIA Waterproof Eyeliner also aligns with the brand’s clean beauty standards and eco-friendly packaging. barrel is made in part from upcycled coffee chaff, a material derived from the coffee bean husk, to help minimize waste. “It raises the bar for sustainability,” the brand states.

ILIA is also introducing the Angled Line + Smudge Brush and the Dual Sharpener. The Angled Line + Smudge Brush is a dual-sided brush—angled on one side for precision, with a “smudge end” for blending. The brush can create looks ranging from a soft cat eye to defined lines.

The Dual Sharpener features two blades. Made from 100% recycled plastic and durable stainless steel, this new sharpener features a built-in blade-cleaning tool and a cover to capture shavings.

Key Campaign Partners

To promote ILIA Waterproof Eyeliner, the brand recruited model Jasmine Tookes. “I’ve always loved doing my own makeup, especially a warm, smoky eye. If I hadn’t become a model, I truly think I would have been a makeup artist,” she says. I rely on high-performing products that work with my sensitive skin. Thru Line Waterproof Eyeliner makes creating my signature eye look effortless,” Tookes adds.

“Our vision of empowering our community to express themselves with confidence and ease using Thru Line really comes to life with the look created by Jasmine, who is a long-time fan of ILIA,” adds Plavsic.

In addition to Tookes, ILIA partnered with three artists for its new campaign. Rory Gevis, Karo Kangas, and Kelsey Lu “span distinct creative worlds, from painting to makeup artistry to music,” ILIA states, “to bring the creativity of Thru Line to the forefront.”