PuRe has been appointed to handle the UK PR for ILIA Beauty, the skin-centric brand challenging the conventions of clean beauty, which will launch in the UK, exclusively at Sephora on 17 October. ILIA believes in skin that looks like skin. Its safe, potent formulas are designed to protect and revive skin, on the basis that not every natural ingredient is good; nor every synthetic bad. Vancouver-born Sasha Plavsic started ILIA after her mother, a pioneer in health and wellness, encouraged her to read the ingredient list on her favourite lip balm. Sasha was shocked to discover how many of the ingredients were unsafe and thus set out to recreate a lip balm that would be safe, effective and natural. The brand now comprises a full product range, including innovative hybrids like the cult Super Serum Skin Tint SPF 30 and C-Beyond Triple Serum SPF 30, and multi-use makeup products, including the Multi-Stick and the Color Haze Multi-Use Pigment, designed for easy, on-the-go application.