Back in 2009, Sasha Plavsic had a simple but game-changing idea: makeup that actually makes your skin better. After dealing with acne and other skin struggles, she realized the beauty world was missing something: a middle ground between natural ingredients and luxury performance. So, she decided to create it herself. Today, ILIA Beauty is leading the clean beauty movement, with products that do more than look good. Packed with skincare ingredients to enhance your skin instantly and improve it over time, ILIA Beauty offers makeup that not only conceals but also nourishes and heals the skin.
We sat down with Sasha to talk about how she built ILIA, why clean beauty matters, and the magic of makeup that works as hard as you do.
ILIA Beauty has become synonymous with clean, effective beauty. What inspired you to create a brand that prioritizes both clean ingredients and high-performance products?
ILIA started as a very personal mission. My mom encouraged me to look at the ingredients in my favorite lip balm, and I was shocked by what I found—things I used daily weren’t as safe as I thought. I wanted to create products that were both safe and effective, where you didn’t have to compromise on performance to make a healthier choice. The idea of “skincare-powered makeup” came naturally—it’s about products that enhance your skin immediately while improving it over time.
What does “ILIA” mean? Why did you choose this as the name of your brand?
ILIA is a family name—it belonged to my great-grandfather, who was a shoe designer in Belgrade. He took pride in crafting quality products, which felt like a fitting inspiration for the brand. It’s also my brother’s middle name, so there’s a personal connection that keeps me grounded in why I started this journey.
What does “clean beauty” mean?
Clean beauty is about conscious choices. It’s where natural and conventional ingredients meet in a thoughtful way. For us, it’s not just about what’s left out but ensuring what’s included is safe, effective, and truly works. It’s about creating products that you can trust to perform beautifully while caring for your skin and the planet.
Does natural always equal better?
Not necessarily. Some natural ingredients can be wonderful, but others may irritate the skin or be unstable in formulations. Similarly, not all synthetic ingredients are bad. At ILIA, we focus on striking a balance between the two, using the best of both worlds to create products that are clean, safe, and effective without compromise.
As a founder, what has been your proudest moment in ILIA’s journey so far?
One of my proudest moments was seeing our ‘Limitless Lash’ Mascara win awards like Allure’s Best of Beauty. It wasn’t just validation for that product but a moment that showed clean beauty could truly compete with—and even surpass—conventional makeup. It was a testament to the idea that clean products don’t have to mean sacrifice.
What would you say sets ILIA apart from other clean beauty brands in a highly competitive market?ILIA stands out because of our focus on skincare-powered makeup. Every product we create is designed to deliver immediate results while improving your skin over time. We also prioritize transparency and education, empowering customers to make better, more informed choices. It’s about trust and performance, which has helped us build a loyal community.
What was the first product you developed for ILIA, and how did it shape the direction of the brand?Our first product was the ‘Tinted Lip Conditioner,’ inspired by a cherry-tinted balm I loved as a kid. It was all about creating something clean, effective, and luxurious. That product set the foundation for everything we’ve done since, combining clean ingredients with beautiful, wearable results that feel good on the skin.
Could you walk us through the process of developing a new product at ILIA? How do you ensure it balances clean beauty with efficacy?
It starts with identifying a genuine need, whether it’s filling a gap in the market or improving an existing product. From there, we collaborate with labs to test and refine formulas, often over months or even years. For example, our ‘Limitless Lash’ Mascara took over two years to develop and more than 100 wand prototypes. We never rush the process; it’s about getting it right.
What does beauty mean to you on a personal level, and how does that philosophy influence the products you create at ILIA?
Beauty, to me, is about feeling comfortable and confident in your own skin. It’s less about perfection and more about enhancing what’s naturally there. That mindset influences everything we create at ILIA. Our goal is to develop products that support your skin, so you feel like the best version of yourself—whether you’re wearing makeup or not.
What’s one piece of advice you would give to someone who is just beginning their clean beauty journey?
Start small. Replace products one at a time as you finish what you already have, and don’t let the idea of “perfect” overwhelm you. Clean beauty is about progress, not perfection, and it’s okay to take it at your own pace.
What does the Middle East launch mean for the brand? Why did you choose to launch in this region?
The Middle East is such an exciting region for beauty. There’s a deep appreciation here for self-care and high-performance products, which aligns perfectly with ILIA’s mission. Partnering with Sephora Middle East allows us to bring our skincare-powered makeup to a broader audience. We’re thrilled to be part of a growing conversation around clean beauty in this region and to offer products that resonate with both the climate and the customer’s needs.
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