The DTCetc Face-Off Beauty Updated July 2026

Half Magic Beauty vs ILIA

Half Magic and ILIA are both cruelty-free beauty brands with different philosophies. Half Magic is a vegan color line built for glittery, expressive, editorial looks. ILIA is a clean-beauty leader pairing skincare-infused formulas with a natural, glowy finish and strong sustainability credentials. Pick Half Magic for creative color; pick ILIA for clean, skin-first everyday makeup.

Half Magic Beauty Half Magic Beauty ILIA ILIA

DTCetc score

Half Magic Beauty76/100
ILIA89/100

Customer rating

Half Magic Beauty4.22★ 178
ILIA4.21★

Typical prices

Half Magic Beauty—
ILIA$0.97–$117

Pricing tier

Half Magic Beauty$$$
ILIA$$$$
The verdict

Which should you pick?

Half Magic Beauty
★★★★ 4.22 · 178 reviews
76/100

Best forBeauty shoppers

★ Quality 80/100 Visit Half Magic Beauty →
ILIA
★★★★ 4.21
89/100

Best forClean beauty enthusiasts

★ Quality 90/100 Visit ILIA →

The bottom lineILIA scores higher on editorial quality (89 vs. 76) and sustainability, with a more generous 60-day return window and prepaid labels, making it better for cautious buyers prioritizing skincare-forward formulas. Half Magic Beauty offers bolder, more saturated pigments created by a celebrated makeup artist, lower pricing, and faster domestic returns—ideal for makeup enthusiasts seeking creative color and vegan credentials at a more accessible price point.

Key differences at a glance

  • Half Magic Beauty emphasizes intensely saturated pigments and bold creative color; ILIA focuses on skincare-powered, natural-finish makeup with active ingredients.
  • ILIA's editorial score is 89/100 vs. Half Magic Beauty's 76/100, with ILIA scoring 90 on sustainability vs. Half Magic's 58.
  • ILIA offers 60-day returns with prepaid labels and no restocking fees; Half Magic Beauty allows 30-day returns with free domestic returns only.
  • ILIA's pricing tier is 70/100 (pricier); Half Magic Beauty's is 55/100, positioning it as more budget-friendly.
  • ILIA customers report natural, lightweight finishes but some experience breakouts; Half Magic Beauty has no published customer review data in the sheets.
  • Half Magic Beauty ships free on US orders over $49; ILIA estimates 10-14 business days but doesn't specify free shipping thresholds.
  • Half Magic Beauty is vegan and cruelty-free by design; ILIA's eco-conscious positioning emphasizes clean ingredients and environmental protection.

Still weighing it up? Save this comparison & get deals on both →

From 178+ published customer reviews

What customers actually say

My favorite blush to ever grace my face! It's so light, easy to build, and the most beautiful pink pigment.

Half Magic Beauty verified buyer · via Yotpo
4.22 178 reviews · via Yotpo

Half Magic Beauty receives strong praise for quality products, fast shipping, and excellent customer service with minimal complaints.

Customers love
  • High-quality makeup with vibrant pigments and excellent color payoff
  • Fast, reliable shipping with biodegradable eco-friendly packaging
  • Responsive customer service that resolves issues without charge

It goes on softly and deeply nourishes the skin. My face felt revived in the morning. Not greasy!

ILIA verified buyer · via Okendo
4.21 store rating · via Okendo

ILIA products are highly praised for their natural finish, skincare-like formulas, and ease of application, though some users experience breakouts or find certain shades/finishes don't match expectations.

Customers love
  • Natural, lightweight finish that looks like 'skin but better'
  • Nourishing, skincare-forward formulas that feel good on skin
  • Easy to apply and buildable coverage with versatile products
Watch out for
  • Some users experience breakouts or skin irritation
  • Formula can separate or smudge after a few hours
  • Shade range gaps and undertone mismatches for some complexions
  • Shimmer finish may be too prominent for contouring use

Summarized from each brand's own published customer reviews. We never republish full reviews — read them all at the source.

Shop the face-off

Most-loved pieces, side by side

ILIA's most-loved
Checkout+ Delivery Guarantee Checkout+ Delivery Guarantee $0.97 Eye Stylus Shadow Stick Eye Stylus Shadow Stick $33 Eberjey x ILIA—The PM Set Eberjey x ILIA—The PM Set $112
ILIA typical prices$0.97–$117

At a Glance

Comparison Between
Half Magic Beauty
Half Magic Beauty
ILIA
ILIA
Category Beauty Beauty
Speciality — Skin Care & Makeup
DTCetc Score 76/100 89/100
Customer rating 4.22★ · 178 4.21★
Typical price range — $0.97–$117
Free shipping Free over $49 —
Return window 30 days 60 days
Stereotype — Eco-conscious
Pricing Rating
$$$$$ This brand is moderately priced
$$$$$ This brand is moderately priced
Sustainability Score
58/100
This brand scores fair in sustainability
90/100
This brand scores excellent in sustainability
Quality Score
80/100
This brand scores excellent for product quality
90/100
This brand scores excellent for product quality

Who shops at Half Magic Beauty Vs. ILIA

Who shops at Half Magic Beauty

Half Magic is for makeup extroverts and introverts, newbies and pros, young and old.

More about Half Magic Beauty →

Who shops at ILIA

ILIA is popular among customers who value clean, skin-centric beauty products that protect and revive their skin. Their focus on merging skincare and makeup appeals to those who want products with active skincare ingredients and environmental protection.

More about ILIA →

Half Magic Beauty Vs. ILIA The Pros

Half Magic Beauty's Pros

  • Vegan and cruelty-free products
  • Intensely saturated pigments in bold mattes and multidimensional shimmers
  • Created by Emmy Award-winning Euphoria makeup artist Donni Davy
  • Free US shipping on orders over $49
  • Free returns on domestic orders within 30 days
More about Half Magic Beauty →

ILIA's Pros

  • Full refunds on gently used products within 60 days
  • No restocking fees on returns
  • Prepaid return labels provided upon request
  • Refunds credited within 10 business days of receipt
More about ILIA →

Half Magic Beauty's shipping policy Vs. ILIA's Shipping Policy

Half Magic Beauty's shipping policy

Free shipping on US orders over $49; $8 for US orders under $49. Ships via DHL to Australia, Canada, the United Kingdom, and the United States, with APO/FPO and international rates calculated at checkout (customs and import fees may apply).

More about Half Magic Beauty →

ILIA's shipping policy

ILIA Beauty estimates that orders will arrive within 10-14 business days of the ship date, pending clearance. However, the brand does not ship to international P.O. boxes. Customers outside of the United States may be required to pay taxes and duties upon delivery, and it is the responsibility of the customer to know and pay these fees. Shipping is available to several international destinations, including Austria, Belgium, France, Germany, Italy, Singapore, and the United Kingdom.

More about ILIA →

Half Magic Beauty's return policy vs ILIA's Return Policy

Half Magic Beauty's return policy

Returns accepted within 30 days of order placement, with free returns on domestic orders (excluding US territories and APO/FPO addresses). Refunds (excluding original shipping fees) are issued once returned products are received.

More about Half Magic Beauty →

ILIA's return policy

ILIA offers full refunds or exchanges on gently used products within 60 days of purchase from iliabeauty.com, with no restocking fees and prepaid return labels available upon request. Refunds are credited to the original payment method within 10 business days of receipt, though sale items and partial sets are excluded from this policy.

More about ILIA →
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