ILIA Beauty is expanding one of its most popular products. The award-winning Limitless Lash Mascara is now available in Before Dawn, a rich chocolate brown that has been a long-standing request from customers. Launching March 25, this new shade offers the same clean, performance-driven formula that has made Limitless Lash a best-seller at leading beauty retailers and a repeat beauty award winner.
Limitless Lash Mascara is known for lifting, lengthening, and separating lashes with smudge-free, flake-free wear. The dual-sided brush makes it easy to customize your look, with one side designed to lift and curl, while the other lengthens and separates. The formula is made with Arginine to fortify lashes, Organic Shea Butter to weightlessly condition, and Beeswax to nourish. It removes easily with warm water and is safe for sensitive eyes and contact lens wearers.
Before Dawn offers a softer, yet equally impactful, alternative to black mascara. It enhances every eye color and works for both natural and bold looks. As brown mascara options remain limited in the clean beauty space, this launch fills a much-needed gap in ILIA’s line and the market.
Limitless Lash Mascara in Before Dawn retails for $29 and will be available starting March 25 at iliabeauty.com and sephora.com.
