ilū

ilū is a Polish beauty-accessories brand based in Warsaw and owned by Tools For Beauty Sp. z o.o. [11] It makes tools rather than cosmetics — makeup brushes and sponges, hair brushes and combs, eyelash curlers, and nail files and buffers — and presents itself around two ideas: bold colour and vegan materials. The brand remains active, distributed through Polish retailers and, via its parent company, beyond Europe.

Its exact starting point is not cleanly documented. The parent firm, Tools For Beauty Sp. z o.o., was entered in Poland's KRS company register on 10 February 2017 [12], while the earliest archived snapshot of the brand's own website, ilubeauty.com, dates to July 2018 [13]. Because the 2017 date belongs to the parent company and 2018 is the first verifiable trace of the ilū brand itself, the brand's public launch is best placed in the 2017–2019 window rather than fixed to a single year. Founders are not publicly named.

ilū is one of several accessory lines under Tools For Beauty Sp. z o.o., a limited-liability company registered in Warsaw whose stated activity is the wholesale of perfumes and cosmetics [12]. The parent describes ilū as "a line of the professional accessories brand Tools For Beauty," made from vegan raw materials [11]. Sister brands in the same group include Kashōki, positioned around Japanese-inspired design; LUSSONI, aimed at salons and professional stylists; and MIMO, a more colourful, value-oriented line. Within that portfolio, ilū is the design-forward consumer label.

The company frames ilū as a brand for people who like both "tried-and-true solutions" and "juicy experiments," reworking classic shapes in what it calls "a fusion of hypnotizing colors, minimalistic forms and uncommon inspirations" [2]. Marketing copy on the parent site sums up the attitude as a "definite NO to boring accessories" [11]. The result is positioned as everyday tools given strong colour and clean, minimalist form, sold to shoppers who want function without a plain look.

ilū's range spans three categories — makeup, hair and nails. Makeup tools include brush sets and sponges, the latter sold in shapes the brand names "Raindrop" and "Olive Cut" across several colours, alongside facial cleansing sponges and eyelash curlers. The hair side centres on detangling and modelling brushes and combs, and the nail line covers files, buffers and toe separators.

Several products carry their own names. The makeup sets include Beauty Influence, a 13-piece brush set, and Everyday Essentials, a six-piece set with a sponge; the hair brushes include the Lollipop Candy and My Happy Color detangling sets. The brand's most distinct line is BambooM!, a bamboo-based collection of hair brushes, combs and a five-piece makeup-brush set packaged in a bamboo storage tube.

Material claims are central to the brand. ilū's tagline describes it as vegan accessories for makeup, hair styling and nails [1], and the company says its tools are "made of the best quality vegan materials, also bamboo – the most eco-friendly plant in the universe" [11]. The makeup brushes use synthetic taklon fibres, which the brand presents as suitable for delicate skin. The same vegan framing appears in third-party retail listings: an Amazon UK listing repeats that ilū products are "made from vegan raw materials" [15].

ilū sells through Polish online retailers such as trena.pl and i-styl.pl, with its parent company's portal acting as the wholesale channel. Through Tools For Beauty's pan-European distribution, the products also reach markets outside Poland and appear internationally on Amazon in the United Kingdom and Saudi Arabia [15]. The company's corporate identity ties the line firmly to Poland: its Warsaw address, Polish tax and business-registry numbers, and an EAN barcode prefix issued by GS1 Poland.

ilū is active. The brand's website and its parent company's corporate site are both online, the product range remains listed with named collections, and the brand keeps social accounts under the handle @ilu_beauty on Instagram and TikTok. The most recent dated signal is a 2023 copyright notice on the Tools For Beauty corporate brand page; there is no indication that the line has been discontinued.