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ILIA Founder Sasha Plavsic on “Thoughtful” Beauty
November 08, 2025
Photos by: Casi McCarthy
What led you to launch ILIA Beauty back in 2011?
ILIA began as a very personal journey for me during a transitional and challenging time in my life. After turning 30, I moved back home to Vancouver, searching for clarity and a sense of direction. My mom, who has always been an advocate for healthy living, encouraged me to take a closer look at the products I was using daily. What I discovered shocked me—many of the ingredients in my makeup weren't as safe as I had believed. This realization was a lightbulb moment that ignited my passion to create something better: a clean beauty brand that combines safe ingredients with exceptional performance. Building ILIA was my way of turning a difficult period into an opportunity to challenge conventional beauty standards and offer products that truly care for the skin.
How has your relationship to beauty evolved over the years?
I struggled with acne and sensitive skin most of my life. When I first started ILIA, the idea for the brand came about from my own personal exploration of ingredients—learning more about the skincare and makeup products I was using to help bring context to the health of my skin. It was a lightbulb moment to discover that many of the products and ingredients I was using were causing more of a reaction than a benefit. The journey of creating ILIA has fed my passion for not just skincare and makeup, but beauty products that both perform and improve the skin.
While acne isn’t as big of a concern these days, my skin is still very sensitive and I’m hyper-conscious of how harsh ingredients can trigger irritation and breakouts.
While acne isn’t as big of a concern these days, my skin is still very sensitive and I’m hyper-conscious of how harsh ingredients can trigger irritation and breakouts.
When it comes to product formulation, what does “clean” mean to you?
At ILIA, we believe that not every natural ingredient is good for the skin, nor is every synthetic ingredient bad for the skin. It usually takes a combination of both to create a great product. Ultimately, I believe that the word “clean” should be changed to “thoughtful”. Many brands in this space take a thoughtful approach. As we continue to evolve as a brand, our hope is to continue to instill an awareness of thoughtful beauty—the understanding that there can be a balance between exceptional performance and safe ingredients.
What has been your proudest moment as a founder?
The most exciting moment for ILIA was definitely the day that Sephora called. Ironically, I had just gotten my visa and landed in the US. I remember they called saying, 'We really love what you're doing, we think it's unique, and we’d would love to stay in touch.' I, of course, wanted to stay in touch and was so flattered. I also knew, in the back of my mind, that there was no way I could go to that galaxy. Sephora is in a galaxy of its own—and when you get on the train, if you do it right, the train's going to pick up speed. You need a number of people and quite a bit of fuel (capital) to stay on the tracks.
It took several years for ILIA to grow to a place where we could actually launch at Sephora with one product to start. I had time to play with formulas, allowing me to figure out that some of the really organic ones didn't work, and didn't perform. That's when I started introducing a hybrid of safe synthetics, and combining that with skincare actives, to see if I could create something in between. It's what clean beauty has become.
It took several years for ILIA to grow to a place where we could actually launch at Sephora with one product to start. I had time to play with formulas, allowing me to figure out that some of the really organic ones didn't work, and didn't perform. That's when I started introducing a hybrid of safe synthetics, and combining that with skincare actives, to see if I could create something in between. It's what clean beauty has become.
What are your favorite ILIA products, and how do you like to use them?
I’m so proud of all the products that we’ve created at ILIA, however there are certainly a few that are my go-tos:
Our Limitless Lash Mascara is an amazing mascara that lifts, lengthens, doesn’t flake and washes off easily at the end of the day. I’ve found myself using it in the new shade, Before Dawn, because the rich, warm chocolate brown shade enhances any eye color with a soft, natural look.
Super Serum Skin Tint SPF 40 is our bestselling collection and is the original skin tint on the market. It’s an all-in-one skincare, makeup, and mineral SPF that clinically hydrates and helps improve the quality of your skin over time. It was designed with sensitive skin in mind and will help reduce redness and inflammation when used regularly. It’s a true Super Serum.
Our new Eye Stylus Shadow Stick has been such a fun addition to my daily makeup. We were inspired by the luminous colors of Renaissance art and created a versatile range of bronzes, neutrals, and pops of color. In addition to color, we were also conscious of being waterproof and crease-resistant. I personally have hooded lids, and most cream eyeshadows always crease on me, so creating an easy-to-apply shadow that stays flexible and comfortable on the skin and looks just as great after 12 hours of wear was very important to me.
Our Limitless Lash Mascara is an amazing mascara that lifts, lengthens, doesn’t flake and washes off easily at the end of the day. I’ve found myself using it in the new shade, Before Dawn, because the rich, warm chocolate brown shade enhances any eye color with a soft, natural look.
Super Serum Skin Tint SPF 40 is our bestselling collection and is the original skin tint on the market. It’s an all-in-one skincare, makeup, and mineral SPF that clinically hydrates and helps improve the quality of your skin over time. It was designed with sensitive skin in mind and will help reduce redness and inflammation when used regularly. It’s a true Super Serum.
Our new Eye Stylus Shadow Stick has been such a fun addition to my daily makeup. We were inspired by the luminous colors of Renaissance art and created a versatile range of bronzes, neutrals, and pops of color. In addition to color, we were also conscious of being waterproof and crease-resistant. I personally have hooded lids, and most cream eyeshadows always crease on me, so creating an easy-to-apply shadow that stays flexible and comfortable on the skin and looks just as great after 12 hours of wear was very important to me.
And what about your favorite Oak products?
I’ve dealt with sensitive skin my entire life, and always aim for hydrating, nourishing products that protect my skin barrier. To achieve that, I absolutely love using the Oak Essentials Renew Face Polish and Ritual Oil. I also enjoy a refreshing and hydrating boost from the Balancing Mist throughout the day.
How important is skincare when it comes to prepping for makeup?
At ILIA, we believe in skin that looks like skin, which is why we focus on creating skincare-powered makeup. A hydrated and soothed canvas is always ideal for beautiful makeup application.
As a versatile skincare prep-step, we recommend applying the ILIA Base Face Milk after cleansing, both in the morning and evening. It’s strategically designed to layer seamlessly with other complexion products, and we suggest applying serums and moisturizers following your Face Milk application step. It can be worn alone, after cleansing, or in combination with your other skincare favorites—or you can proceed with your makeup routine for a glowy, hydrated look.
As a versatile skincare prep-step, we recommend applying the ILIA Base Face Milk after cleansing, both in the morning and evening. It’s strategically designed to layer seamlessly with other complexion products, and we suggest applying serums and moisturizers following your Face Milk application step. It can be worn alone, after cleansing, or in combination with your other skincare favorites—or you can proceed with your makeup routine for a glowy, hydrated look.
How do you stay creatively inspired as your brand continues to grow?
What keeps me inspired and motivated is the curiosity to push the bar further in this category of clean, or what I like to call thoughtful beauty—and do what hasn't been done before.
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