Thursday, 17 January 2013
Sasha Plavsic + Ilia Beauty
Location: Los Angeles, CA / USA (Founder Sasha Plavsic is Canadian born).
Established: May 2011
Available: iliabeauty.com, freshfaced.ca, thedetoxmarket.ca, for availability per province, check here.
About: Canadian born founder Sasha Plavsic has good taste. With a background in typography from the London College of Communications, Plavsic worked in branding and packaging before launching Ilia in the spring of 2011. Over two years in development, the line launched with six lip conditioners. Less than two years later, Ilia now has over twenty-eight products, from lipstick to mascara, and is steadily growing into a full luxury makeup line (lips, eyes, face).
Plavsic is down to earth and extensively knowledgeable about ingredients and the natural beauty industry. She is a key part of the development of each product, what goes into it and why. And she practices what she preaches: Plavsic originally developed the line as a response to the lack of transparency in beauty products. "It's almost selfish", she states, "you make a product for yourself, I was filling a void I couldn't find". It seems to be a product that many other people want too - Ilia is now sold in ten countries. Aside from the non-toxic, pure formulations, part of Ilia's fast rising success could be associated with the founder's experience and interest in fashion, "I wanted to make a product that can sit on the shelf at Barney's and have customers buy it, whether or not because it's natural."
Why We Love It: We adore what Ilia is doing for natural beauty. We want to have our cake and eat it too: clean and green makeup in trendy and fashion-forward shades. The Ilia Tinted Lip Conditioner and Lipstick collection feature shades to rival that of mainstream trendsetters in the industry, and are moisturizing and silky-smooth, thanks to certified organic oils and butters. We can't get enough of the limited edition colours either, the short-run shades hit seasonal trends spot on and provide fun fashion-forward options for those of us that like to play around: bright tangerines, mid tone purples, mauvy nudes. (Psst! We've heard what's coming for spring, and we just can't wait - we'll keep you posted.)
Ilia is pushing the boundaries of what to expect from makeup in the natural market, and we think Plavsic is a perfect example of putting your prettiest eco face forward.
Grab Bag (Andrea): I actually have pretty much everything from this line, but regularly use Ilia Lipstick in Neon Angel ($24) on lips and cheeks, Ilia Tinted Lip Conditioner Arabian Nights ($24), and Ilia Mascara ($24).
Founder Favourites: Sasha uses Ilia Multi-stick All of Me ($34) on lips and cheeks fresh out of the shower, Ilia Illuminator Sway ($34) on cheeks and eyelids, and Ilia Illuminator Polka Dots and Moonbeams ($34) to highlight. For day she tends to mix shades, and right now is into layering Ilia Tinted Lip Conditioner These Days ($24) on top of a light layer of Ilia Lipstick in Ink Pot ($24).