ILIA Beauty

Skincare-powered makeup: clean, innovative makeup powered by skincare. Beauty essentials that instantly refresh your look.

ILIA Beauty is a leading Clean Beauty label that has made a name for itself through its unique combination of high-quality ingredients, innovative formulas and modern, minimalist design. Founded in Los Angeles by Sasha Plavsic, the brand has a clear vision: to develop makeup products that are not only effective but also gentle on the skin, while using packaging and resources responsibly.

Clean Beauty - The Best Of Both Worlds

ILIA Beauty is committed to clean, skin-conscious beauty. The brand’s philosophy: skin should look natural and feel that way too. With transparency as its guiding principle and color as a form of expression, ILIA challenges traditional Clean Beauty conventions to create something new with safe, effective formulas.

Sasha Plavsic realized that not every natural ingredient is good for the skin and not every synthetic substance is bad. For ILIA, clean beauty means bringing together 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 ocean. Even as a child, she felt a special connection to the environment. Her mother, a true pioneer in health and wellness, looked for ways to help her younger brother Zac with his severe asthma and allergies. After changing his diet, his symptoms improved significantly, and Zac 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, then worked in the fashion and beauty industry in Los Angeles. But everything changed when she returned to Vancouver at the age of 30 and her mother encouraged her to read the ingredient list on her lip balm. What she discovered shocked her: many of the ingredients didn’t fit her idea of safe lip care. Inspired by this discovery, she set out to create her own lip balm - pure, safe and natural. And so 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. Luminous colors, skin-protecting ingredients and easy application help skin look and feel vibrant. Many products are multifunctional and can be applied quickly and easily on the go.

The brand's story began with a tinted lip balm: the original Tinted Lip Conditioner was ILIA's first product. Its successor, the Balmy Tint Hydrating Lip Balm, envelops the lips in a sweep of color while leaving them smooth, soft and supple. The buttery balm formula moisturizes lips on contact and gives them a tasteful, charming color that builds with each application. Salicornia (sea succulent), rosehip seed oil and shea butter moisturize and nourish the lips, leaving them looking smoother and plumper.

The Lip Wrap Reviving Balm drenches the lips from the first application, enveloping them in long-lasting moisture. Lips look instantly smoother and plumper, with a subtle shine. With every application, the nourishing formula with hyaluronic acid, prickly pear and Salicornia (sea asparagus) supports the moisture barrier and keeps lips hydrated and healthy-looking. The ceramic applicator also cools the lips on contact, refreshing them with every application.

ILIA also offers high-quality natural mascara that combines volume and definition. The Limitless Lash Mascara lengthens, lifts and separates the lashes, giving them just the right amount of volume. After testing more than 100 mascara brushes, ILIA found the patented double-sided brush for perfectly natural application. The shorter side gives lashes curl and volume, while the longer bristles lift, lengthen and separate them. The lightweight, nourishing formula with beeswax and carnauba wax conditions the lashes and keeps them in place 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 formula with cocoa butter, sesame oil, shea butter, and orange peel wax melts on contact and blends seamlessly. Easy to wear and incredibly versatile, the Multi-Stick gives a youthful, fresh finish and flatters all skin tones. Its stick format makes it perfect for on the go!

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

The Super Serum Skin Tint with SPF 30 is effective skincare, foundation, and mineral sunscreen in one. This multifunctional serum creates a natural-looking no-makeup look and leaves skin looking smooth and balanced. The water-based emulsion with skin-soothing and moisturizing ingredients such as hyaluronic acid, squalane, aloe vera, lecithin, and bisabolol nourishes the skin with every use.

The Liquid Powder Eye Tint makes eyeshadow easy – apply, tap, and you’re done! The long-lasting cream-to-powder eyeshadow applies effortlessly without smudging or fading. It feels smooth like a cream when applied and dries to a powdery finish. The weightless water-based formula creates a soft wash of color with natural matte shades or a bold look with shimmery colors.

ILIA – The Future of Clean Beauty

ILIA Beauty is more than just makeup – it’s a philosophy that brings together beauty, skincare, and conscious use of resources. With high-quality ingredients and innovative formulas, 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 will be transparent about it.