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…