Sasha Plavsic

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.

Achievements and Impact

• Category Disruptor: Plavsic rejected “all natural” labels in favor of transparency and scientific rigor, serving as a defining voice for “clean beauty that works”.
• Bootstrapped to Scale: ILIA bootstrapped for its first 7 years—without outside investment—then scaled to surpass $100 million in revenue by 2021, with doubling YoY sales from 2017–2021.
• Retail and Influence: Now stocked globally in Sephora, Credo, Net-a-Porter, Mecca, Nordstrom, and more; co-created industry-defining standards for clean beauty at Sephora. 
• Thoughtful Innovation: Skincare-first launches (like the Super Serum Skin Tint) have sold more than 1 million units, earning beauty awards and cross-generational loyalty.
• Sustainability: Pioneered eco-friendly materials, refillables, and ingredient traceability in an industry struggling with waste. 

Recent News and Leadership Transition

• In 2016, Plavsic hired Lynda Berkowitz as ILIA’s new CEO due to ongoing health concerns. Plavsic remains the company’s Chief Creative Officer, guiding product, brand ethos, and development as she focuses on health and family following a 2021 health crisis.
• ILIA continues to break new ground, expanding into color and complexion with powder and hybrid formats and targeting $200 million annual revenues for 2025, up from an estimated $100 million in 2021.
• The Clarins family made a significant investment in ILIA (approx. 2021), bolstering global reach and financial security, while allowing the brand to remain independently led.

Philosophy and Legacy

Plavsic’s “skin-first, beauty-second” mantra is now woven through the industry. Her blend of honest branding, green science, and performance innovation has helped redefine who beauty is for, and what it can offer. ILIA is widely credited with helping set the language and standards of modern clean beauty.

Milestones & Achievements

Sasha Plavsic’s relentless authenticity and skin-first innovation have left an indelible mark on beauty, proving that a mission-driven founder can scale a global brand—and change an industry’s definition of clean, effective glamour.