Stila Cosmetics was founded in 1994 by makeup artist Jeanine Lobell, who named the brand after the Italian word ‘stilare’, meaning ‘to pen’. The brand was initially known for its innovative, artist-inspired packaging and high-performance formulations.

In 2009, Stila was acquired by Lynn Tilton’s private equity firm, and later in 2014, the brand was sold to Advent International. Throughout these transitions, Stila has maintained its reputation for creating innovative, cruelty-free makeup products with a focus on artistic expression and professional-quality results.

The brand’s most iconic product is undoubtedly the Stay All Day Liquid Liner, a waterproof liquid eyeliner known for its precise felt tip and long-lasting formula. This product consistently ranks as one of the best-selling liquid eyeliners globally and has achieved cult status among makeup enthusiasts.

Other bestsellers include the Heaven’s Hue Highlighter, particularly in the shade ‘Kitten’, which offers a unique bouncy texture and ethereal glow. The Glitter & Glow Liquid Eye Shadows revolutionised the liquid eyeshadow category with their high-impact sparkle and minimal fallout. ‘Kitten Karma’ remains the most popular shade.

The One Step Correct colour-correcting primer is another standout product, featuring a triple-helix formula that combines three colour-correcting tones to address multiple skin concerns simultaneously.

The Convertible Colour dual lip and cheek cream was one of Stila’s first breakthrough products and continues to be a makeup artist favourite, with ‘Petunia’ and ‘Lillium’ being the most sought-after shades.

More recent successes include the Stay All Day Foundation & Concealer and the Magnificent Metals Foil Finish Eye Shadow, which introduced innovative textures and finishes to the makeup market.

Stila maintains its position as a premium beauty brand, particularly excelling in eye products and long-wearing formulations. The brand continues to focus on creating multipurpose, easy-to-use products that combine professional quality with wearable, artistic elements.