{"id":47568,"date":"2026-07-29T16:24:01","date_gmt":"2026-07-29T16:24:01","guid":{"rendered":"https:\/\/bookingagentinfo.com\/news\/?p=47568"},"modified":"2026-07-29T16:24:18","modified_gmt":"2026-07-29T16:24:18","slug":"jasmine-tookes-partners-with-ilia-beauty-for-thru-line-waterproof-eyeliner-launch","status":"publish","type":"post","link":"https:\/\/bookingagentinfo.com\/news\/jasmine-tookes-partners-with-ilia-beauty-for-thru-line-waterproof-eyeliner-launch\/","title":{"rendered":"Jasmine Tookes Partners With ILIA Beauty for Thru Line Waterproof Eyeliner Launch"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">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. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Announced July 28, 2026, from the brand&#8217;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.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-tiktok wp-block-embed-tiktok\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@jastookes\/video\/7667964207081491726\" data-video-id=\"7667964207081491726\" data-embed-from=\"oembed\" style=\"max-width:605px; min-width:325px;\"> <section> <a target=\"_blank\" title=\"@jastookes\" href=\"https:\/\/www.tiktok.com\/@jastookes?refer=embed\">@jastookes<\/a> <p>Signature eye look with the new @ILIA Beauty Thru Line Waterproof Eyeliner<\/p> <a target=\"_blank\" title=\"\u266c original sound - Jasmine Tookes\" href=\"https:\/\/www.tiktok.com\/music\/original-sound-7667964340342950669?refer=embed\">\u266c original sound &#8211; Jasmine Tookes<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Tookes, a longtime ILIA user, styled her own signature look for the campaign using the new liner alongside ILIA&#8217;s Limitless Lash Mascara and Eye Stylus Shadow Stick. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Because I&#8217;m so intentional about what goes into my makeup bag, ILIA has been one of my staple brands for years,&#8221; she said in the announcement, calling the pencil comfortable enough for her sensitive skin even on the waterline. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">ILIA founder Sasha Plavsic said the formula was designed to give &#8220;the confidence of long-lasting color&#8221; without irritation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The launch is Tookes&#8217; latest brand moment following a busy year: she starred in J.Crew&#8217;s nostalgia-driven Summer 2026 swim campaign alongside fellow former Victoria&#8217;s Secret models, and appeared in Victoria&#8217;s Secret&#8217;s &#8220;Modeled After Mom&#8221; Mother&#8217;s Day campaign this past April with her two children. She also co-founded the body-care line Brunel in 2025. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For ILIA, Tookes joins a growing roster of famous faces the brand has enlisted, including Grammy-nominated band <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/haim\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">HAIM<\/a>, who <a href=\"https:\/\/bookingagentinfo.com\/news\/haim-fronts-ilia-super-serum-skin-tint-spf-40-skin-focused-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">fronted its Super Serum Skin Tint SPF 40 campaign<\/a> this past June. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The eyeliner drop also lands amid a broader wave of celebrity-fronted beauty launches, following <a href=\"https:\/\/bookingagentinfo.com\/news\/victoria-pedretti-fronts-gap-beautys-wear-what-you-feel-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">Victoria Pedretti&#8217;s debut as the face of Gap Beauty<\/a> and <a href=\"https:\/\/bookingagentinfo.com\/news\/emma-mackey-fronts-burberry-beautys-goddess-amber-vanilla-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">Emma Mackey&#8217;s return for Burberry Beauty&#8217;s Goddess Amber Vanilla<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thru Line is available now at ILIABeauty.com, with retail rollout to follow.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Takeaways<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">ILIA is leaning on a genuine, years-long customer relationship rather than a cold celebrity signing, and that authenticity is quickly becoming the industry&#8217;s preferred playbook over one-off star power. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pairing Tookes with three working artists also nudges the campaign away from a straightforward product ad and toward something closer to a cultural moment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Does a &#8220;long-time fan&#8221; narrative land better with shoppers than a brand-new ambassador deal? With HAIM and now Tookes, is ILIA building toward a recognizable &#8220;faces of the brand&#8221; strategy?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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&#8217;s Laguna Beach headquarters, the eyeliner glides on with the help of avocado [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[25,14,11],"tags":[],"class_list":["post-47568","post","type-post","status-publish","format-standard","hentry","category-beauty","category-campaigns","category-endorsements"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Jasmine Tookes Partners With ILIA Beauty for Thru Line Waterproof Eyeliner Launch<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bookingagentinfo.com\/news\/jasmine-tookes-partners-with-ilia-beauty-for-thru-line-waterproof-eyeliner-launch\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jasmine Tookes Partners With ILIA Beauty for Thru Line Waterproof Eyeliner Launch\" \/>\n<meta property=\"og:description\" content=\"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&#8217;s Laguna Beach headquarters, the eyeliner glides on with the help of avocado [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/bookingagentinfo.com\/news\/jasmine-tookes-partners-with-ilia-beauty-for-thru-line-waterproof-eyeliner-launch\/\" \/>\n<meta property=\"og:site_name\" content=\"Booking Agent Info News\" \/>\n<meta property=\"article:published_time\" content=\"2026-07-29T16:24:01+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-07-29T16:24:18+00:00\" \/>\n<meta name=\"author\" content=\"Timeyin Mammah\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@EvergreenWrites\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Timeyin Mammah\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Jasmine Tookes Partners With ILIA Beauty for Thru Line Waterproof Eyeliner Launch","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/bookingagentinfo.com\/news\/jasmine-tookes-partners-with-ilia-beauty-for-thru-line-waterproof-eyeliner-launch\/","og_locale":"en_US","og_type":"article","og_title":"Jasmine Tookes Partners With ILIA Beauty for Thru Line Waterproof Eyeliner Launch","og_description":"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. 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