ILIA Beauty

ILIA Beauty, founded in 2011, is a clean beauty brand headquartered in Laguna Beach, California. Established by Sasha Plavsic, the company focuses on creating makeup and skincare products that combine clean, sustainable ingredients with high-performance formulas. Inspired by Plavsic's realization about harmful ingredients in traditional cosmetics, ILIA pioneered the clean beauty movement, emphasizing cruelty-free, vegan, and eco-friendly products. Acquired by Famille C, the Courtin-Clarins family's investment firm, and Clarins Group through an LBO in 2022, ILIA continues to innovate under Plavsic's leadership, maintaining a brand-first approach while expanding globally. The company targets consumers seeking premium, skin-friendly cosmetics with a focus on sustainability.

Business/Product Breakdown

ILIA Beauty offers a range of clean makeup and skincare products designed to fuse performance with skin health. Its portfolio includes hero products like the Super Serum Skin Tint SPF 40, a lightweight tinted moisturizer with skincare benefits, and the Limitless Lash Mascara, which has won multiple industry awards for its conditioning formula. Other offerings include the True Skin Serum Foundation, Multi-Stick for cheeks and lips, Eye Stylus Shadow Sticks in 20 shades, and the Bright Start Activated Eye Cream, which uses plant-based retinol alternatives. ILIA's products are formulated with clean, non-toxic ingredients, often incorporating skincare actives like hyaluronic acid and niacinamide, and are packaged in sustainable, recyclable materials. The brand sells through its e-commerce platform, major retailers like Sephora, and international markets, leveraging a direct-to-consumer model alongside strategic partnerships. ILIA's focus on innovation is evident in its response to customer feedback, such as reformulating the Eye Stylus Shadow Stick for improved packaging and performance.