- ILIA Beauty announced a new partnership with Grammy-nominated band HAIM (sisters Este, Danielle, and Alana) to front the campaign for the brand's bestselling Super Serum Skin Tint SPF 40.
- This marks HAIM's first-ever beauty campaign, born from an organic relationship after Este discovered the product and introduced her sisters to it years before the deal.
- ILIA has previously partnered with Grammy-winning artist Clairo (as its first-ever celebrity ambassador), Audrey Hobert, and Solange Knowles.
- The campaign will run across ILIABeauty.com and both brands' social channels, spotlighting the sisters' shared skin stories and the product's all-in-one SPF, skincare, and makeup formula.
ILIA Beauty has tapped multiplatinum rock trio HAIM (sisters Este, Danielle, and Alana) to front its campaign for the brand’s hero product, the Super Serum Skin Tint SPF 40.
The campaign marks HAIM’s first-ever beauty partnership, coming together organically after Este discovered the product and eventually brought her sisters into the fold.
The film spotlights the sisters’ shared sensitive skin experiences and how the Skin Tint fits seamlessly into their on-the-go routines, especially on tour, where quick, natural-looking coverage matters most.
The move fits neatly into ILIA’s growing pattern of music-anchored partnerships, much like Dua Lipa fronting YSL Beauty’s Skin Affair Cushion Foundation campaign and Young Miko teaming up with Garnier for skincare.
On the music front, HAIM released their fourth studio album I Quit in June 2025, earning a Grammy nomination for Best Rock Album, making them the first all-female band nominated in that category.
The band followed up the release with their “I Quit Tour,” performing at the New Orleans Jazz & Heritage Festival and Primavera Sound, before a full North American and UK headline run.
Takeaways
HAIM stepping into beauty for the first time is a big deal, and the fact that it’s their first-ever campaign in this space makes the choice of partner that much more telling.
ILIA didn’t just land a famous face; they landed an authentic one. Este was already a consumer before the brand came knocking, and that kind of origin story is marketing gold in the clean beauty space, where trust and credibility move product more than gloss.
For ILIA, this is a strategic escalation. After naming Clairo as its first celebrity ambassador in 2025, the brand is now doubling down on music-world credibility with one of indie rock’s most beloved acts.
The Super Serum Skin Tint is already their hero SKU, this campaign is about giving it cultural staying power, not just shelf presence.
The “sisters getting ready together” angle is also smart storytelling. It’s aspirational but relatable, and it sidesteps the hyper-polished influencer aesthetic that skeptical beauty consumers increasingly tune out.
Does HAIM’s authentic, consumer-first origin story make this feel more credible than a typical paid beauty campaign? With ILIA consistently anchoring campaigns in the music world (Clairo, Solange, now HAIM), is “music-meets-clean-beauty” becoming the brand’s signature positioning?
