Ilia Beauty Gets Investment From Silas Capital To Help Grow Online D2C Sales

December 17, 2018: 12:00 AM EST

Ilia Beauty is receiving investment from Silas Capital to help it develop direct-to-consumer sales. The clean makeup brand initially focused on lip products but has since introduced True Skin Serum Foundation and Limitless Lash Mascara. The brand claims to use organic and natural bases, but also includes synthetics to deliver product performance aims. The terms of the deal were not made public. Brand sales are thought to have doubled in each of the last three years, and 2018 sales are estimated at $20 million. In the spring, it will launch True Skin Radiant Priming Serum, and will also introduce True Skin Serum Concealer. Later in the year, it will expand beyond cream-based formulations to gel-bases, and launch more eye products. The brand is sold in some 40 Sephora stores, as well as in a number of other outlets, including Detox Market, Bluemercury and Space NK. It plans to gain distribution in more mainstream beauty retailers and expects distribution in some 500 stores globally by the end of 2019, and it now wants to develop its online D2C business.[Image Credit: © ILIA Beauty]

Allison Collins , "Clean Makeup Brand Ilia Beauty Secures Investment From Silas Capital", Women’s Wear Daily, December 17, 2018, © Penske Media Corporation

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