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MEET THE DESIGNER: ILIA

Ilia
Sasha Plavsic SHOP ALL
An awareness of ingredients was drilled into Sasha Plavsic at an early age: In response to her brother—and now business partner—Zachary’s childhood allergies and asthma, their mother researched natural remedies and helped found a local food co-op (he went on to compete twice as an Olympic windsurfer, so if that’s not a ringing endorsement for a natural lifestyle, we don’t know what is). Many years later, working as a branding expert in her hometown of Vancouver, Sasha channeled her mom and be... READ MORE

An awareness of ingredients was drilled into Sasha Plavsic at an early age: In response to her brother—and now business partner—Zachary’s childhood allergies and asthma, their mother researched natural remedies and helped found a local food co-op (he went on to compete twice as an Olympic windsurfer, so if that’s not a ringing endorsement for a natural lifestyle, we don’t know what is). Many years later, working as a branding expert in her hometown of Vancouver, Sasha channeled her mom and began researching all the unpronounceable ingredients listed on the back of her many lipstick tubes—a moment that happily overlapped with research she was doing for a client about the healing powers of oils. A seed was planted, and, as she says, “It became a true obsession to master my own lip product.”


After spending a solid two years developing an oil-based lipstick that still delivered punchy hues without any of the questionable stuff, Sasha and Zachary launched Ilia in 2009 with six of signature lip conditioners in shades like Arabian Knights, a deep berry stain, and Wild Child, a poppy red—all packaged in sleek, recyclable aluminum tubes that betray Sasha’s marketing savvy (no cardboard for these puppies). Now the L.A.-based company boasts a full roster of concealers, mascaras, and makeup brushes, too—and something tells us momma is proud. — Lauren Elizabeth


www.iliabeauty.com

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