The niche color cosmetic line
WHO… Founded in 2011 by Sasha Plavsic in Vancouver, the company is now based in Los Angeles. Sasha grew up with a brother who had skin problems and a mother who changed their diet to natural and organic products after trying different remedies. The change of lifestyle allowed her brother to hill from his eczema and asthma, consequently inspired Sasha. ILIA is based on the idea that our skin is our largest organ, and can absorb just about anything we put to its surface. After working for a big beauty brand and realizing that the ingredients didn’t align with her own values – Sasha decided to create beauty product where ingredient safety and transparency had priority above all.
DOES WHAT… ILIA launched its first beauty collection of 6 Tinted Lip Conditioners in Vancouver in 2011. After the initial launch ILIA’s product line grew from six to forty pieces in less than two years with a focus on lip care. Now their products vary from lip conditioners, lipsticks, lip crayons, lip gloss, mascara, eyeliner, eyeshadow sticks, illuminators, multi-sticks, powder, concealer, foundation and tinted moisturizer. The brand has quickly placed itself as a niche color cosmetic line available in over 15 countries globally.
…WHERE? Ilia Beauty produces its cosmetic line in the USA. Sasha and her team work closely with several laboratories where they are in control of the creation and production process. Many formulas have been created form scratch by Sasha with the support of experts and qualified people. In addition of using the cleanest ingredients for the creation of healthy formulas, Ilia products are gluten- and dairy-free, and never tested on animals.
AND HOW IS THAT ETHICAL? The brand is committed to produce the purest products possible. The ethical-sustainable approach embodied in each piece is filled with certified organic bio-active botanicals that nourish and rejuvenate the skin. Each product is filled with up to 85% bioactive organic ingredients. When possible, ILIA uses natural mineral dies. Sometimes, less than 2% mild food grade dyes are added to achieve their dream color while staying clear of Carmine at the same time. Transparency has been a very important point since the beginning of the company. ILIA doesn’t claim to be 100% organic or natural but do their best to get as close to that ideal as possible. In the end, the product has to perform and feel good to use – the goal is to highlight the face and not hide it. The quality of the products is also reflected by the packaging and its recycled aluminium cases. The boxes are made of 100% recycled paper and almost every case from recycled aluminium.