ILIA Beauty Unveils California Flora: A Sun-Washed Take on Holiday Beauty

Inspired by California’s warmer weather and natural landscape, the campaign brings 6 new giftable sets with a West Coast feel for the Holiday season.

September 28, 2026 (Laguna Beach, CA) — Today, ILIA Beauty, the pioneer in clean beauty, introduces California Flora, its new holiday campaign and limited-edition assortment of six giftable eye, lip, and lash sets, each wrapped in vibrant California Flora artwork designed by LA-based artist Marleigh Culver.

“California is where ILIA grew, and the landscape here has always been a source of inspiration for how we think about color, nature, and beauty. There’s an optimism to it, the light, the landscape, the way everything continues to bloom, even in winter,” says Sasha Plavsic, Founder of ILIA. “With California Flora, we wanted to capture that feeling and move away from traditional cues of the holidays. It’s warmer, more expressive, and a little unexpected, but still grounded in the natural world that has shaped so much of who we are as a brand.”

Captured in a self-shot road trip along California’s central coast, the campaign weaves ILIA’s holiday collection through native flora, fauna and found landscapes – trading winter wonderland for winter in bloom. It reflects ILIA's approach to makeup itself: expressive color and high-performance formulas grounded in care for skin.

Rooted in the brand’s longstanding connection to art, nature, and color, the artwork was created in partnership with Los Angeles–based artist and designer Marleigh Culver, whose commissioned watercolor florals, saturated botanical forms softened to the edge of abstraction, anchor a holiday palette of eucalyptus, citrus, and vivid reds and purples.

“California’s landscape has an energy that feels both wild and composed, and I wanted the artwork to hold that tension,” says Culver. “The watercolor florals began with recognizable botanical forms, then softened into something more abstract and intuitive. The saturated color, citrus and native flora create a holiday language that feels warm, optimistic and true to the way the season is experienced here.”

The limited-edition sets feature a variety of ILIA’s best-selling essentials and new products in exclusive California Flora packaging, making them the perfect gift for everyone on your holiday list. The assortment includes:

Ethereal Palette ($59): Serving as a hero expression of California Flora and selling one every eight seconds last year, this bestselling palette returns for the holidays to transform the campaign’s sun-soaked color story into makeup through updated packaging and new blush shades. Designed to bring warmth, radiance and dimension to the complexion, the palette captures the campaign’s optimistic approach to holiday color while offering an all-in-one format for effortless seasonal looks.
The Mascara Duo ($32): Two award-winning formulas in one lash set. A full-size Limitless Lash Mascara in After Midnight paired with a mini Fullest Volumizing Mascara in Classic Black for everything from everyday definition to fuller holiday lashes.
The Mini Eye Stylus Trio ($36): Three mini Eye Stylus shades—Adorn, Venetian and Regal—offer an effortless way to line, define and add dimensional color to the eyes. The versatile trio makes an easy gift for beauty lovers and an equally good excuse to refresh a holiday makeup bag.
The Limitless Lash Duo ($32): A full-size Limitless Lash Mascara in After Midnight paired with a mini in Before Dawn, offering a way to stock up on an ILIA staple while adding another wearable shade to the rotation.
The Mini Lip Sketch + Gloss Set ($30): A four-piece lip assortment featuring mini Lip Sketch in Untitled and Rhyme alongside mini Overglaze Lip Gloss in new shades Luster and Enamel.
The Mini Eye Essentials Set ($36): Three easy eye essentials in one travel-ready set: a mini Limitless Lash Mascara in After Midnight and mini Eye Stylus shades in Venetian and Flax. Designed for effortless definition, the set takes eyes from understated daytime looks to elevated holiday makeup.
The Mini Overglaze Lip Gloss Trio ($25): Three mini Overglaze Lip Gloss shades—Slip, Crystalline and Resin—bring shine and dimension to holiday lips in an easy-to-gift format.

The ILIA Holiday 2026 Collection launches today September 27 on ILIABeauty.com, with select sets available at Sephora and Ulta. The Ethereal Palette, Mini Lip Sketch + Gloss Set and Mini Eye Stylus + Limitless Lash Mascara Duo are available at Sephora.com now and in Sephora stores on October 2. The Mini Overglaze Lip Trio, Mascara Duo and Mini Eye Stylus Essentials Set are available at Ulta in-store and online now. To discover California Flora and see more of ILIA’s holiday gifting assortments, follow @iliabeauty on Instagram for additional details.

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ABOUT ILIA BEAUTY
ILIA Beauty creates makeup that makes your skin better. With transparency as the guide and color as the vehicle, ILIA challenges the conventions of clean beauty to create something radically new—through safe and potent formulas with carefully-selected ingredients meant to perform harmoniously and to protect your skin. Known for innovative, cult-favorite products like Super Serum Skin Tint SPF 40 and Limitless Lash Mascara, ILIA's formulas seamlessly blend efficacy and innovation. Clean and cruelty-free, each swipe of skincare powered makeup is designed to change your skin for the better with fuss-free formulas for real life. Founder Sasha Plavsic started the brand in Vancouver, Canada, and grew it while living in California, where it is now headquartered in Laguna Beach.

ABOUT CLEAN AT ILIA
At ILIA, we believe clean beauty is thoughtful beauty. That not every natural ingredient is good for the skin, nor is every synthetic bad. And that since 'clean' isn't a regulated term, it means something different to everyone. Here's what it means to us:

We design formulas to change your skin for the better. We choose ingredients with sensitive skin in mind, so they can benefit anyone's skin.

We use safely selected ingredients. We do this by consulting a multitude of research and working with chemistry and regulatory experts to inform which ingredients are proven to be safest for humans. Some of these ingredients are natural, some are organic, and some are synthetic. It takes all of them working in harmony to develop safe, effective formulas that don't compromise on performance and put your skin first.

We're fragrance-conscious. Fragrance can be one of the biggest skin disruptors. We avoid using fragrance in the majority of our products, especially complexion, and disclose it whenever we do use fragrance.

We're committed to transparency. While it isn't required in the U.S., we disclose all ingredients and derivatives in our ingredient lists. Our products adhere to worldwide regulatory standards in the countries where they're sold. They're also Leaping Bunny certified cruelty-free, and formulated with a restrictive list of ingredients focused on safety.

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