- Jasmine Tookes fronts ILIA Beauty's new Thru Line Waterproof Eyeliner, a 24-hour, sensitive-eye-safe pencil launching in 10 shades.
- The campaign, called "The Art of the Eye," pairs Tookes' signature smoky-eye look with three additional artists spanning painting, makeup artistry, and music.
- Thru Line retails for $26 per shade; a companion Angled Line + Smudge Brush ($28) and Dual Sharpener ($8) launch alongside it.
- ILIA is marking the debut with a traveling "Art of the Eye Atelier" pop-up series hitting Los Angeles, Boston, and Greenwich through September.
ILIA Beauty has tapped model and entrepreneur Jasmine Tookes to front its newest launch: Thru Line Waterproof Eyeliner, a high-pigment pencil built for 24-hour wear and formulated to be safe on the waterline and sensitive eyes.
Announced July 28, 2026, from the brand’s Laguna Beach headquarters, the eyeliner glides on with the help of avocado oil and comes in 10 matte and shimmer shades, priced at $26 each.
Tookes, a longtime ILIA user, styled her own signature look for the campaign using the new liner alongside ILIA’s Limitless Lash Mascara and Eye Stylus Shadow Stick.
“Because I’m so intentional about what goes into my makeup bag, ILIA has been one of my staple brands for years,” she said in the announcement, calling the pencil comfortable enough for her sensitive skin even on the waterline.
ILIA founder Sasha Plavsic said the formula was designed to give “the confidence of long-lasting color” without irritation.
The launch is Tookes’ latest brand moment following a busy year: she starred in J.Crew’s nostalgia-driven Summer 2026 swim campaign alongside fellow former Victoria’s Secret models, and appeared in Victoria’s Secret’s “Modeled After Mom” Mother’s Day campaign this past April with her two children. She also co-founded the body-care line Brunel in 2025.
For ILIA, Tookes joins a growing roster of famous faces the brand has enlisted, including Grammy-nominated band HAIM, who fronted its Super Serum Skin Tint SPF 40 campaign this past June.
The eyeliner drop also lands amid a broader wave of celebrity-fronted beauty launches, following Victoria Pedretti’s debut as the face of Gap Beauty and Emma Mackey’s return for Burberry Beauty’s Goddess Amber Vanilla.
Thru Line is available now at ILIABeauty.com, with retail rollout to follow.
Takeaways
ILIA is leaning on a genuine, years-long customer relationship rather than a cold celebrity signing, and that authenticity is quickly becoming the industry’s preferred playbook over one-off star power.
Pairing Tookes with three working artists also nudges the campaign away from a straightforward product ad and toward something closer to a cultural moment.
Does a “long-time fan” narrative land better with shoppers than a brand-new ambassador deal? With HAIM and now Tookes, is ILIA building toward a recognizable “faces of the brand” strategy?
