The clean beauty movement has led to rising consumer demand for non-toxic makeup with organic, ethically-sourced ingredients. Two popular clean cosmetics brands, Ilia and Beautycounter, market themselves as safer, upscale makeup lines.
But how exactly do these brands stack up?
This in-depth guide examines the pros, cons, certifications, product ranges, and other factors to consider when choosing between Ilia and Beautycounter.
A Brief Comparison Table
| Category | Ilia | Beautycounter |
| Price | $26-$48 for makeup | $12-$150+ across all products |
| Certifications | Leaping Bunny certified cruelty-free | B Corporation certified |
| Ingredients | Many USDA organic ingredients | Responsible sourcing initiatives |
| Transparency | Publishes ingredient glossary | Discloses banned list |
| Product range | Mainly makeup, especially multi-use sticks | Makeup, skincare, haircare, body care, kids |
| Sales model | Direct-to-consumer focused | Consultant network, multi-level marketing |
| Brand ethos | Botanical ingredients, radical transparency | Brand purpose, advocacy, industry reform |
Overview Of Ilia
Founded in 2011 by Sasha Plavsic, Ilia touts its use of bioactive botanicals and mineral pigments. The brand name comes from Plavsic’s grandmother’s name.
Ilia offers multi-use stick products, foundations, lipsticks, mascaras, and more. Most prices range from $26 to $48.
Ilia is certified clean by Leaping Bunny, meaning no animal testing. All products are vegan and gluten-free. The brand uses many USDA certified organic ingredients and avoids over 2,700 potentially toxic chemicals.
However, Ilia does utilize synthetic preservatives like phenoxyethanol in some products. The company aims for radical transparency and publishes an extensive ingredients glossary.
With sleek, Insta-worthy packaging, Ilia has cultivated a devoted following for its natural makeup looks. The brand has expanded into skincare as well, though makeup remains its core focus.
Overview Of Beautycounter
Founded in 2011 by Gregg Renfrew, Beautycounter positions itself as a leader in safe, high-performing beauty. The brand carries skin, body, and haircare along with clean color cosmetics.
Prices range from $12 for a lipstick up to $150 for certain skincare sets.
Beautycounter bans over 1,800 questionable ingredients through its “Never List” and claims to rigorously screen every product ingredient and finished formula.
The company actively advocates for stricter cosmetics regulations. Beautycounter is a Certified B Corporation committed to ethical business standards.
However, the brand does utilize some synthetic preservatives like phenoxyethanol and does not disclose all product testing details publicly. Reviews of Beautycounter’s makeup range widely praise the brand’s responsible sourcing but indicate performance is hit-or-miss.
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Pros And Cons Of Ilia And Beautycounter
Ilia Pros
- Certified by Leaping Bunny as completely cruelty-free
- Clearly designated vegan and gluten-free products
- Extensive use of USDA certified organic ingredients
- Avoids over 2,700 potentially toxic chemicals
- Publishes detailed ingredient glossary for transparency
- Sleek, minimalist Instagram-worthy packaging
- Highly rated for natural, buildable coverage
Ilia Cons
- Limited shade range, especially in base makeup
- Use of some synthetic preservatives like phenoxyethanol
- Makeup remover and skincare offerings are limited
- Mostly online direct-to-consumer, few retail locations
- Short track record compared to more established brands
Beautycounter Pros
- Public advocacy work and lobbying for cosmetics regulations
- B Corporation certified for meeting social responsibility standards
- Responsible sourcing initiatives for ingredients like oils and botanicals
- High-end, luxe feel packaging and branding
- Large range of makeup, skincare, body care, and hair care
Beautycounter Cons
- Lacks Leaping Bunny or USDA organic certification
- Use of some synthetic preservatives like phenoxyethanol
- Does not disclose safety testing details and results
- Makeup line receives mixed performance reviews
- Multi-level marketing model controversial for some consumers
- Products sold mostly through consultant network
Read Also: A Detailed Comparison Between Dime Beauty And Beauty Counter.
Key Differences Between Ilia And Beautycounter
Price
While both Ilia and Beautycounter are premium clean beauty brands, Ilia’s makeup products generally range from $26-$48 while Beautycounter’s are $12-$150 across all categories. Ilia’s more focused offerings tend to be lower cost than the extensive Beautycounter line.
Certifications
Ilia carrying Leaping Bunny cruelty-free certification sets it apart, though Beautycounter boasts B Corporation certification for its socially responsible business model. Neither brand is 100% certified organic.
Transparency
Ilia publishes an extensive ingredient glossary while Beautycounter discloses its banned list. However, Beautycounter provides more detail on responsible sourcing initiatives. Neither posts extensive testing data publicly.
Product Range
Ilia offers a tightly curated line centered on makeup, especially multi-use stick products. Beautycounter features wider makeup, skincare, haircare, body care, and even kids’ lines.
Sales Model
Ilia is largely direct-to-consumer focused, while over 60% of Beautycounter’s sales are through its network of independent consultants via a multi-level marketing approach.
Brand Ethos
Ilia focuses on botanical ingredients and radical transparency. Beautycounter prioritizes brand purpose, advocacy, and reforming the entire beauty industry.
Also Read: Comparison Between WowCombo and Thrive Mascaras
Frequently Asked Questions (FAQ)
Yes, Ilia is considered a high-end, premium clean beauty brand. Its products are priced between $26-$48, positioning Ilia at the higher end of the makeup and skincare market. The brand uses high-quality organic botanicals, mineral pigments, and sustainable packaging.
Ilia’s minimalist branding and focus on ethical sourcing also give it a luxe feel compared to conventional makeup lines. However, Ilia remains more affordable than ultra-high-end lines like La Prairie.
Ilia markets itself as natural, organic, and non-toxic makeup. The brand carries Leaping Bunny certification and uses many USDA organic ingredients. Ilia avoids over 2,700 potentially questionable chemicals. However, Ilia does include some synthetic preservatives like phenoxyethanol.
So while not 100% all-natural, Ilia adheres to stricter safety standards than most conventional makeup and provides extensive transparency about its formulations and sourcing.
Overall, Ilia qualifies as clean makeup, but those wanting only 100% natural products may prefer lines like Vapour, RMS Beauty, or Kjaer Weis.
ILIA Beauty was founded in 2011 by Canadian entrepreneur Sasha Plavsic. Plavsic had previously helped launch the clean beauty company Red Flower before starting Ilia.
Plavsic remains the CEO and creative force behind Ilia, where she formulates products alongside a team of chemists. Ilia is privately owned by Plavsic and outside investors are not publicly disclosed.
Ilia products use many natural, organic botanical ingredients like plant oils, fruit extracts, flower derivatives, and mineral pigments. The brand actively seeks USDA certified organic ingredients as much as possible. However, Ilia does incorporate some synthetic chemicals like silicone and the preservative phenoxyethanol in select products.
So while Ilia cannot claim to be 100% natural, the brand uses high concentrations of plant-derived ingredients and avoids harsh toxins. Consumers seeking the most natural makeup options may prefer lines like Kjaer Weis or Vapour Beauty that formulate exclusively with organic plant extracts.
Watch the review video of Ilia!
Final Thought
There is no definitive “best” option between Ilia and Beautycounter. Benefits of Ilia include competitive pricing, Leaping Bunny certification, organic ingredients, and a targeted makeup collection.
Beautycounter has an extensive product range, luxe feel, and rigor around ethical sourcing.
Assess your personal priorities in terms of budget, values, and preferences. Those wantingayouthe most natural makeup formulations may lean towards Ilia. Consumers who prioritize buying from socially responsible companies may favor Beautycounter.
Or take a mixed approach, incorporating select items from each line. Evaluate their stances on issues important to you and try samples to gauge performance.
With growing “clean” options, we can make more informed choices to upgrade our beauty routines.