{
  "slug": "ilia",
  "name": "ILIA",
  "website": "https://iliabeauty.com",
  "category": "personal-care",
  "angles": [
    "hybrid"
  ],
  "thesis": "Combine makeup and skincare language within a single product routine.",
  "question": "Separate cosmetic finish from any health or protection claim.",
  "from_reference": false,
  "observation": null,
  "mechanism": "Combine makeup and skincare language within a single product routine.",
  "audit": [
    "Separate cosmetic finish from any health or protection claim.",
    "Collect three dated examples across at least two creative formats and save their original source URLs.",
    "Compare against two brands in the same category; distinguish an original idea from a common category convention."
  ],
  "products": [
    "ilia-color-haze",
    "ilia-eye-stylus-shadow-stick",
    "ilia-limitless-lash-mascara",
    "ilia-multi-stick",
    "ilia-overglaze-hydrating-lip-gloss",
    "ilia-super-serum-skin-tint-spf-40"
  ],
  "image": null,
  "evidence": {
    "status": "homepage-snapshot",
    "label": "Homepage snapshot",
    "source": "https://iliabeauty.com/",
    "checked_at": "2026-10-13",
    "scope": "Homepage title, description and selected headings only. No ad-library, checkout, origin-history or performance review.",
    "excerpt": "Shop clean makeup from ILIA Beauty—featuring mascara, foundation, and more. Try ILIA’s clean beauty to make your skin…"
  },
  "dtc_native": {
    "status": "not_assessed",
    "reason": "A direct storefront does not establish digital-native origin, current ownership, or a majority-direct sales mix."
  },
  "ranking": {
    "status": "not_scored",
    "score": null,
    "reason": "Campaign sample, peer comparison and DTC-origin evidence are incomplete."
  }
}