ILIA Beauty

Skincare-powered Make-up: Clean, innovative make-up based on skincare. Beauty essentials that instantly refresh your look.

ILIA Beauty is a leading clean beauty brand known for its unique combination of high-quality ingredients, innovative formulations, and modern, minimalist design. Founded in Los Angeles by Sasha Plavsic, the brand pursues a clear vision: to develop make-up products that are not only effective but also skin-friendly and sustainably produced.

Clean Beauty – The Best of Both Worlds

ILIA Beauty focuses on clean, skin-conscious beauty. The brand’s philosophy: skin should look natural and feel the same. With transparency as a guiding principle and color as a form of expression, ILIA challenges traditional clean beauty conventions to create something new with safe and effective formulas.

Sasha Plavsic recognized that not every natural ingredient is good for the skin and not every synthetic ingredient is bad. For ILIA, clean beauty means combining the best of both worlds—with carefully selected ingredients and no compromises. Since its founding in 2011, ILIA has continuously worked to push the boundaries of innovation and the industry.

Sasha Plavsic: The Visionary Behind ILIA Beauty

Sasha Plavsic, the founder of ILIA Beauty, grew up in Vancouver surrounded by nature and the vast sea. From childhood, she had a special connection to the environment. Her mother, a true pioneer in health and wellness, devoted herself to freeing her younger brother Zac from severe asthma and allergy symptoms—without the usual medications. Through dietary changes and alternative healing methods, Zac was not only healed but later even competed in sailing at the 2008 and 2012 Olympic Games. A true success story!

Sasha herself was drawn to the world of design; she studied typography in London and New York and then worked in the fashion and beauty industry in Los Angeles. But the turning point came when she returned to Vancouver at age 30 and her mother encouraged her to read the ingredient list of her lip balm. What she discovered shocked her: many of the ingredients were far from harmless. Motivated by this discovery, she set out to create her own lip balm—pure, safe, and natural. This is how the story of ILIA Beauty began, a brand that today stands for beauty without compromise.

Our ILIA Favorites and New Arrivals

ILIA essentials are designed to instantly refresh your look. Radiant colors, skin-protecting ingredients, and easy application ensure the skin looks vibrant and feels the same. Many products are multifunctional and can be quickly and easily applied on the go.

The lip balm that started it all: the Balmy Tint Hydrating Lip Balm was the first product Sasha Plavsic ever developed. It envelops the lips with a touch of color while keeping them smooth, soft, and supple. The buttery, balm-like formula moisturizes lips on contact and gives them a tasteful, charming color that intensifies with each application. Salicornia (sea succulent), rosehip seed oil, and shea butter hydrate and nourish the lips, making them look smoother and plumper.

The Lip Wrap Reviving Balm drenches lips from the first application and wraps them in long-lasting moisture. Lips immediately look smoother and plumper with a gentle shine. With each application, the nourishing formula with hyaluronic acid, prickly pear, and salicornia (glasswort plant) replenishes the moisture barrier, ensuring lips stay hydrated and healthy-looking. Additionally, the ceramic applicator cools the lips on contact, refreshing you with every use.

ILIA also offers high-quality natural cosmetics mascara that combines volume and definition. The Limitless Lash Mascara lengthens, lifts, and separates lashes, giving them just the right volume. After testing over 100 mascara brushes, ILIA found the patented double-sided brush for a perfectly natural application. The shorter side adds curl and volume, while the longer bristles lift, lengthen, and separate lashes. The lightweight, nourishing formula made from beeswax and carnauba wax feeds each lash and keeps them shaped all day without weighing them down.

The Multi-Stick impresses with its versatility: you can use it as blush, highlighter, or lip color. The velvety-soft formulation with cocoa butter, sesame oil, shea butter, and orange peel wax melts instantly on contact and blends seamlessly. The easy-to-wear and incredibly versatile Multi-Stick delivers a youthful, fresh finish and flatters all skin tones. Its stick form makes it perfect for on the go!

The Lip Sketch Trio contains 3 popular shades of ILIA Lip Sketch lip crayons in mini size as a gift set with a small sharpener. The popular colors Pink Door, a delicate pink, Rhyme, a cool mauve tone, and Earthen, an earthy terracotta brown, give your lips that special something. The Lip Sketch Crayons combine the creamy comfort of a lipstick with the precision of a lip liner. The crayons glide weightlessly over the lips, leaving a rich, long-lasting color with a soft, matte finish.

The Super Serum Skin Tint with SPF 30 is an effective skincare, foundation, and mineral sun protection all in one. This multifunctional serum creates a naturally looking no-makeup look and makes the skin appear even and balanced. The water-based emulsion with skin-soothing and moisturizing ingredients like hyaluronic acid, squalane, aloe vera, lecithin, and bisabolol nourishes the skin with every application.

The Liquid Powder Eye Tint makes eyeshadow easy—apply, dab, done! The long-lasting cream-to-powder eyeshadow applies effortlessly without smudging or fading. It feels creamy on application and dries to a powdery finish. The weightless water-based formula offers natural matte shades for a soft color veil or a striking look with shimmering colors.

ILIA – The Future of Clean Beauty

ILIA Beauty stands for more than just make-up—it is a philosophy that combines beauty, skincare, and sustainability. With high-quality ingredients and innovative formulations, the brand offers a new perspective on clean beauty that is both effective and skin-friendly.

It is important to emphasize that not all ILIA Beauty products are 100% natural. ILIA aims to combine the best product performance with modern colors, which is why some products and shades may contain synthetic ingredients. If this is the case, we transparently inform you about it.