About ILIA's About Page

Many beauty clients say they want an About Page like ILIA’s.

That's good because I helped develop their brand voice.

How did I do it? By identifying key brand pillars and focusing an aspect of the brand voice on each.

Since then, the company has doubled, then quadrupled, its annual sales, become a cultural icon, released dozens of new products, and been acquired for untold hundreds of millions by a French heritage skincare house.

But those pillars stayed the same. They didn't need to change because they are the foundational concepts that catapulted the brand from a scrappy startup to the gold standard in the clean beauty game. On the brand’s about page they dedicate a small, elegantly written section to each.

Here they are:

1️⃣ SKIN FIRST
A revolutionary tenet of millennial clean beauty—that makeup isn't about covering or hiding natural features; skin should LOOK LIKE SKIN.

2️⃣ MAKEUP AS SKINCARE
ILIA buried the old-headed idea that makeup is bad for the skin. They owned the idea that makeup could double as skincare by packing every product with skin-loving actives and SPF, not just natural stuff.

3️⃣ USER-FRIENDLY MAKEUP
Easy, effortless, un-mess-upable. ILIA answered the demands of millennial moms by focusing on multi-use products that are unfussy and customizable in terms of how made up you want to look.

4️⃣ SUSTAINABILITY
Acknowledging that the beauty industry is wasteful, ILIA pledged to focus not just on sustainable materials but also on end-of-life disposal, keeping as much beauty packaging as possible out of landfills.

5️⃣ FOUNDER STORY
The page ends with a short bio about ILIA's founder and how it connects with the raison d'etre of an OG clean beauty brand.

The key to creating an impactful, ownable about page in any industry is to get clear on the pillars that uphold the brand. Each one should speak to a specific desire shared by the brand's community.

Then, follow this formula: dedicate a short, elegantly confident section to each pillar, and cap it off with a founder story.

Et voilà! You have an About Page in the style of the most beloved iconic brands of our time.