All-natural makeup presented in elegant, minimal packaging that’s all about the “purest products possible”. ILIA‘s sustainable, ethical approach without compromising on design or effective ingredients that really work is what sets the LA-based beauty brand apart – and in a class of its own. And as for the colour? Expect highly-pigmented, long-lasting products – with an impressive range of shades available across lipsticks and foundations, plus a concise edit of multi-use sticks, highlighters and other assorted must-haves.
ILIA has a history of doing things carefully and with consideration though – first launching with just six tinted lip conditioners (one of the brand’s hero products now) back in 2011. Since the launch, ILIA has gone from strength to strength, growing the collection gradually and now being stocked with the only the best retailers and etailers everywhere from Macau to Mexico. We spoke to ILIA’s uber-talented founder, Sasha Plavsic, to find out more about the brand…
What’s ILIA all about?
ILIA is really about rethinking beauty. Its a line of natural and organic color cosmetics that is driven by ingredients and inspired by design. With nothing to hide, we believe that clean beauty is above more than leaving out harsh chemicals and toxins, its about adding skin-healing ingredients while still achieving buildable, wearable hues. We do the research so you don’t have to, and know that its possible to create beautiful formulas that naturally highlight what makes you you.
Why did you set up ILIA and what were you doing before?
At the time I couldn’t find a color line that offered a combination of skincare and color, and found that for the ones that came close the packaging and selection of hues for muddy and not on trend. My roots started in design and typography at the London College of Communication in London. I worked in marketing and creative direction or several years before embarking on ILIA.
RUNNING IN HEELS LOVES…
When you think of organic beauty products, the natural look is probably what comes to mind, but ILIA’s makeup really performs when it comes to colour. The brand’s collection of lipsticks spans a spectrum of shades from the subtlest nudes and roses to bright, punchy fuschia pinks and deep wine tones. With a cream-matte finish, we love the coral-red Perfect Day – just the colour to instantly brighten the complexion and something a little different to a traditional bright postbox scarlet. For an instant statement lip, it’s got to be ILIA’s Neon Angel: a vibrant, can’t-miss-it Magenta shade which works on pretty much any skintone. Wear with a flick of eyeliner and a couple of coats of mascara for a chic, polished look.
Any hero products or ingredients?
We are well known for our lip products, especially the first one we created which is our Tinted Lip Conditioner. Its a simple combination of butters, waxes and oils which help to rejuvenate the skin from the inside out. Key ingredients are beeswax, cocoa cutter, sesame and rose hip oil.
The one piece of beauty advice you tell everyone?
I think its important to find what makes you feel beautiful. There are definitely things you can do to help you body along the way, such as sleep, an alkaline diet and drinking lots of water. Yet, when I see someone who is beautiful, it is usually beyond just looks – being happy and balanced in life will bring a lot of beauty.
Who is the ILIA woman – or muse?
There are several. In the celebrity space, Marion Cotillard used a complete ILIA look for the 2015 Oscars which was complimented by a gorgeous long white Christian Dior gown. It was fresh and minimal. Otherwise, the ILIA muse is the everyday woman who is looking for fresh skin, and a dab color to highlight her best features.
Five favourite non-ILIA beauty products?
I love Indie Lee’s Brightening Cleanser to remove makeup at night, Prtty Peaushun’s body lotion for its moisture, Ouai’s texturizing spray for a soft beachy look, Verso Super Facial Serum, and Tata Harper Aromatic Stress Treatment.
RUNNING IN HEELS LOVES…
We all know about the importance of protecting skin from sun damage and pollution, and ILIA’s SPF collection features four multi-tasking products to add to your makeup bag pronto. For an instant brightening effect that evens skin tone and adds a healthy glow, we love the tinted Radiant Beauty Balm SPF 20 which is supercharged with organic botanicals to hydrate and soothe – think rosehip oil, aloe vera, shea butter and rose petals. Follow with a dusting of ILIA’s Radiant Translucent Powder – which is perfectly packaged for use on the go. Some powders can leave skin looking flat and dull; this one lends a subtle luminosity – and it’s enriched with SPF 20 too. Finally, our go-to ‘your lips but better’ product – ILIA’s Tinted Lip Conditioner SPF 15. Available in two shades designed to suit all skin tones, these super-nourishing balms leave lips with a sheer wash of colour, while softening and moisturising.
What’s next from ILIA?
I have to keep that a surprise yet we are looking to continue on bridging the gap between skincare and colour…
The entire ILIA range is available to buy online via Panache Cosmetics.