Ilia Beauty

Organic lip care meets modern design and on-trend colour. An ILIA lipstick belongs in every lip addicts' collection.

Contrary to many organic cosmetic brands on the market at that time, Sasha referred to her roots in branding and focused on the visual aesthetic of the line. Once the contemporary packaging was in place, it was important that the quality of the product performance stood out as something new and unique in the beauty industry. The now cult Tinted Lip Conditioner came from an idea to recreate the everyday tinted balm into an organic form, with shades that contained a higher variety than the standard “cherry” stain.

Before founding ILIA, Sasha Plavsic studied typography and worked in branding and marketing in Los Angeles. What grew from the simple curiosity of understanding the ingredients on the back of a lipstick box, soon became the beginnings of ILIA Beauty - and by 2011 she had launched a compact collection of just 6 Tinted Lip Conditioners. Now ILIA is sold globally in over 15 countries and has grown to over 70 pieces, expanding with brushes and products for the eyes, cheeks and face.

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