ILIA

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.