Sasha Plavsic is the founder, creative leader, and until 2024, the CEO of ILIA Beauty, a trailblazing brand that brought “clean” color cosmetics to the global stage. Known for fusing high-performance makeup with skincare actives and uncompromising transparency, Plavsic positioned ILIA as one of the most innovative—and trusted—names in beauty. Her journey from rural Canada to the helm of an international beauty powerhouse has deeply influenced the clean beauty movement and driven industry-wide shifts toward ethics and efficacy.
Early Life and Career
Born and raised on the outskirts of Vancouver, British Columbia, Plavsic grew up in a holistic household—her mother co-founded an organic food co-op and championed wellness long before it was mainstream. After studying typography and design in London and New York, she worked as a branding executive in Los Angeles, with a stint for Urban Decay and leading projects for multiple fashion and beauty brands.
The catalyst: In…
her late twenties (around 2009–2010), while on a career break in Vancouver, her mother challenged her to read the ingredient list on her favorite lip balm. Stunned by the “greenwashing” and questionable ingredients in daily-use products, Plavsic set out to create something safer—without sacrificing quality, payoff, or style.
Founding and Building ILIA Plavsic launched ILIA in 2011, using two maxed-out credit cards, a $25,000 family loan, and a garage as HQ. The goal: to design “skin-centric” makeup with skincare benefits and a focus on ingredient integrity.
Her younger brother, Zac Plavsic, joined as co-founder, overseeing operations while Sasha led product, brand, creative, and development.
Over years of rapid but steady growth, ILIA became a category-maker: creating bestsellers like the Super Serum Skin Tint SPF 40, Limitless Lash Mascara, and Multi-Stick—core products that became staples for a “real skin, real life” generation…
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