This brand was built with a different kind of approach: it all began with the packaging. Ilia founder Sasha Plavsic had very clear in her mind the aesthetics of her brand. She had it for a reason, i. e. her experience in branding and marketing departments in New York and Los Angeles for brands like Cartier and Oliver Peoples. Once she had what she wanted, she began to work on the content.
She had this very clear too. Her brother and Ilia co-founder Zachary suffered from asthma and several allergies, and he only found relief in organic formulas. Sasha knew that she wanted to put as many organic ingredients as possible inside her packaging.
It took time to find producers that would adapt to strict ethical and organic budgets, but she did. Ilia is made with certified bio-active ingredients, up to 85% in products like the Tinted Lip Conditioners.
When substance and form were realized, it was time for a name. And yes, the name was also clear. Ilia is the name of her grandmother, her greatest inspiration in terms of delicacy and care.
At first glance, no one would tell this is an organic makeup brand (prejudice can also be organic). The pigments are powerful, the colours are stylish and the packaging is sensual and made from 85% recycled aluminum. All the ingredients are nutritious and effective. Ilia has nothing to do with your average organic brand and has become a classic in the independent market. It is both desired and desirable, and we have a desire for Ilia.