Sasha Plavsic

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…