- Founded In: 2011
- Founder: Sasha Plavsic
- Headquarters: Laguna Beach, California, United States
- Brand Philosophy: We believe in skin that looks like skin—and radiance that comes naturally. With transparency as our guide and color as our vehicle, we challenge the conventions of clean beauty to create something radically new, through safe, potent formulas that protect and revive your skin.
- Known For: Super Serum Skin Tint SPF 40 and Multi-Stick
ILIA was founded in 2011 with a simple yet ambitious goal: to create makeup that looked good, felt good, and was made with ingredients that actually did something for the skin. Sasha Plavsic, the brand’s founder, saw a gap in the beauty industry—products that claimed to be “clean” often lacked performance, while high-performing formulas rarely prioritized skin health. With this in mind, ILIA launched as a brand that balanced both, blending skincare benefits with modern, wearable color.
The brand’s breakout moment came with Super Serum Skin Tint SPF 40, a product that redefined what a tinted moisturizer could be—hydrating, protective, and seamlessly blending into the skin. From lip conditioners to multi-use sticks, ILIA built a following for formulas that worked without compromise. The focus wasn’t just on being “clean,” but on transparency—making sure every ingredient served a purpose, whether naturally derived or lab-made for stability and effectiveness.
Today, ILIA is at the forefront of modern beauty, proving that high-performance makeup and thoughtful formulations can go hand in hand. With a commitment to sustainable packaging, responsible sourcing, and innovative skincare-infused formulas, the brand continues to evolve, staying true to its philosophy: makeup that works, and works for you.
