ILIA Launches NEW Soft Focus Finishing Powder
A Featherweight Pressed Powder That Blurs, Brightens, and Perfects Skin On-the-Go
June 2, 2026 (Laguna Beach, CA)—ILIA Beauty, the pioneer in clean beauty, today launches Soft Focus Finishing Powder, a featherweight pressed powder that instantly melds with skin to absorb shine while delivering a smooth, dimensional finish. Extending the brand’s beloved Soft Focus collection, this portable finishing powder creates a diffused blur with natural-looking radiance—perfect for setting your look and refreshing throughout the day, especially during the summer months ahead.
Powered by Soft Focus Complex, an optimized blend of blurring and illuminating powders that helps blur the look of pores and smooth skin texture, the formula is infused with Edelweiss Flower extract to help lift and smooth skin texture, Winged Kelp Extract to restore hydration and support firmer-looking skin, and Squalane to moisturize and improve elasticity. Dermatologist-tested, non-comedogenic, talc-free, and safe for sensitive skin, Soft Focus Finishing Powder is available in three flexible shades: Light Translucent, Medium Translucent, and Deep Translucent.
Beginning as a skincare-infused cream baked on terracotta tiles, the formula transforms into an ultra-lightweight powder that melts seamlessly into skin. The baked formula delivers the ideal balance of 12-hour shine control and natural dimension for a softly blurred finish that never looks flat or powdery, while the pressed compact allows for mess-free application whether you’re finishing your makeup at home or touching up on-the-go.
With sustainability in mind, the compact was designed for easy recyclability—simply pop out the powder tray, save or discard the mirror and sponge, and place the remaining components in your recycling bin*. Soft Focus Finishing Powder also delivers up to 12 hours of hydration while helping protect against pollution and support the skin barrier, leaving skin looking smoother, softer, and more balanced over time.
“Soft Focus Finishing Powder is the final step that pulls everything together,” says ILIA Founder Sasha Plavsic. “As someone with sensitive skin, powder was always a category I approached carefully. I’ve always believed that skin should look like skin, and I never liked when a finishing powder looked obvious or took away the natural dimension of my skin. We wanted to create a powder that perfects skin without masking it, something that controls shine while still letting your natural radiance come through. We spent years perfecting this baked formula that feels featherlight, melts seamlessly into skin, and gives you that softly blurred hydrated finish. It’s makeup that makes your skin better.”
Pairing the brand’s cult-favorite Super Serum Skin Tint SPF 40 with the new Soft Focus Finishing Powder creates a customizable complexion duo designed for real skin moments. Together, they offer flexible wear, versatile finishes, and skincare-powered ingredients, giving consumers the ability to personalize their glow, from dewy to softly blurred, for the perfect effortless summer look.
In a clinical study of 55 people; immediate results (*) and after 12 hours (**):
- 93% said it softens shine + smooths the look of skin texture.*
- 95% said it melts effortlessly into skin.*
- 95% said it feels lightweight and makes skin look healthy.*
- 93% said their skin feels soft and moisturized at the end of day.**
- 91% said it didn’t crease throughout the day.*
Priced at $44, Soft Focus Finishing Powder is available to shop on iliabeauty.sbs, Sephora.com, Sephora.ca, and Ulta.com, followed by Sephora UK, Space NK, Liberty, Le Bon Marche, and Oh My Cream on June 6th. *Recyclable where facilities exist. Check your local guidelines before recycling.
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.
Media Inquiries
press@iliabeauty.sbs
ilia@derris.com
