ILIA Debuts Thru Line Waterproof Eyeliner with Jasmine Tookes

Laguna Beach-based ILIA Beauty is expanding its clean cosmetics lineup with the launch of Thru Line, a waterproof eyeliner developed specifically for sensitive eyes. The brand is positioning the product as a high-performance tool for creative expression, tapping model Jasmine Tookes and a trio of artists to anchor the campaign.

Corp and Tech·July 28, 2026·reads: 807

ILIA Debuts Thru Line Waterproof Eyeliner with Jasmine Tookes

The new pencil features a formulation infused with avocado oil, intended to provide a smooth, tug-free application that lasts up to 24 hours. Sustainability remains a central focus for the company, as the eyeliner barrels are crafted using upcycled coffee chaff to reduce manufacturing waste. Available in 10 shades with both matte and shimmer finishes, the product is vegan, cruelty-free, and ophthalmologist-tested for waterline safety.

ILIA founder Sasha Plavsic notes that the development process prioritized comfort for sensitive skin without sacrificing pigment intensity. To support the launch, the brand is also releasing a dual-sided Angled Line + Smudge Brush and a recycled plastic sharpener. Beyond the hardware, ILIA plans to host an immersive event series titled The Art of the Eye Atelier in Los Angeles, Boston, and Greenwich throughout late summer and early autumn.

Consumer testing conducted over 21 days indicated strong performance metrics, with 100% of participants reporting comfortable application and 96% confirming long-wear capabilities. The eyeliner retails for $26, with brushes and sharpeners priced at $28 and $8, respectively. The collection is currently available via the brand’s website.