Before “clean beauty” was a buzzy industry term, Sasha Plavsic was already rethinking the potential of the makeup industry. Having struggled with sensitive skin, the Vancouver-born founder began questioning the ingredients in the products she used every day, and what she discovered sparked an idea that would eventually reshape the beauty aisle.
Sasha launched ILIA in 2011 with the goal of creating makeup that actually improves your skin. The idea challenged the norm, which asked consumers to choose between natural formulas and high performance, proving that both are possible. And today, ILIA’s products have reached cult-level fanaticism, delivering results that enhance, not hide, your natural skin.
We caught up with Sasha to talk about the founding story behind ILIA, her philosophy on clean beauty, the industry’s future, and why her mission is still the same as it was on day one.
You launched ILIA before “clean beauty” was even a category. What was the spark that made you go all in?
ILIA began as a very personal journey for me during a transitional time in my life. I had moved back home to Vancouver and 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.
How did your personal skincare journey shape ILIA’s mission?
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, as I mentioned, to help bring context to the health of my skin. The journey of creating ILIA has fed my passion for not just skincare and makeup, but beauty products that both perform and improve 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 for me. My mission continues to be creating makeup that makes your skin better.
There’s a lot of confusion around “clean” claims. What do you wish more people understood when shopping for beauty?
When I first began to develop ILIA in 2009, clean beauty wasn't a category
