# ILIA Beauty

> ILIA Beauty is a prestige cosmetics company that combines color makeup with skincare ingredients, mineral sun protection and a deliberately selective approach to formulation. Founded by Canadian designer Sasha Plavsic in 2011, the company sells complexion, eye, lip and skincare products through its own ecommerce operation and prestige retailers including Sephora and Ulta Beauty. Its central proposition is not maximal naturalness but thoughtful formulation: natural, organic and selected synthetic ingredients used together when that combination improves safety, texture or wear.

- **Founded:** 2011
- **Headquarters:** Laguna Beach, United States
- **Founders:** Sasha Plavsic (Founder and Chief Creative Officer), Zachary Plavsic (Co-founder and business partner)
- **Team size:** Approximately 430 employees based on supplied company data; public estimates vary.
- **Products:** Tinted Lip Conditioner, Limitless Lash Mascara, Super Serum Skin Tint SPF 40, Multi-Stick, Skin Rewind Complexion Stick
- **Notable:** Grew reported revenue from about $5 million in 2018 to $100 million in 2021., Reached just under $200 million in net revenue in 2024., Won WWD Beauty Inc's 2021 Breakthrough Brand of the Year award.

## Products & services

- **Tinted Lip Conditioner** — The original lipstick-balm hybrid that paired color with hydration and started the brand.
- **Limitless Lash Mascara** — A buildable mascara with a dual-sided brush designed to lift, lengthen and separate without flaking.
- **Super Serum Skin Tint SPF 40** — A light-coverage complexion serum combining mineral zinc-oxide SPF with squalane, niacinamide and hyaluronic acid.
- **Multi-Stick** — A portable cream color stick designed for cheeks and lips.
- **Skin Rewind Complexion Stick** — A buildable foundation and concealer stick with a natural finish and skincare ingredients.
- **The Base Face Milk** — A lightweight hydrating essence positioned between skincare preparation and makeup.
- **Barrier Build Skin Protectant Cream** — A fragrance-free colloidal-oatmeal face cream carrying the National Eczema Association Seal of Acceptance.
- **Eye Stylus Shadow Stick** — A 20-shade waterproof, sweat-resistant eyeshadow stick redesigned after an earlier packaging delay.
- **Soft Focus Blurring Blush** — The brand's first standalone powder blush, made to deliver buildable pigment without emphasizing texture.
- **Skin Blur Serum Concealer** — A serum concealer launched in 34 shades with hydrating and brightening skincare ingredients.
- **Sun Serum Mineral Sunscreen SPF 50** — A fluid mineral sunscreen offered in tone ranges and designed for hydration, oil control and use under makeup.

## Achievements

- Grew reported revenue from about $5 million in 2018 to $100 million in 2021.
- Reached just under $200 million in net revenue in 2024.
- Won WWD Beauty Inc's 2021 Breakthrough Brand of the Year award.
- Founder Sasha Plavsic was named to the Inc. Female Founders 100 in 2021.
- Built Super Serum Skin Tint SPF 40 and Limitless Lash Mascara into widely recognized hero products.
- Expanded from North American specialty retail into the UK, France, Mexico, the Middle East and Australia.

## Latest updates

- **2024-10** — Paul Schiraldi became CEO, succeeding Lynda Berkowitz as the company entered a more operationally structured growth phase.
- **2025-02** — ILIA launched Eye Stylus Shadow Stick after delaying and redesigning its original packaging.
- **2025-07** — ILIA entered standalone powder blush with Soft Focus Blurring Blush in eight shades.
- **2025-08** — Management disclosed 2024 net revenue just under $200 million and a goal to double it within three to five years.
- **2026-01** — ILIA introduced Overglaze Hydrating Lip Gloss.
- **2026-03** — ILIA launched Skin Blur Serum Concealer in 34 shades.
- **2026-08** — The brand's current assortment highlights Thru Line Waterproof Eyeliner and Sun Serum Mineral Sunscreen SPF 50 as new products.

## Links

- Website: https://iliabeauty.com
- LinkedIn: https://www.linkedin.com/company/ilia-beauty
- Twitter/X: https://twitter.com/iliabeauty
- YouTube: https://www.youtube.com/@iliabeauty
- Instagram: https://www.instagram.com/iliabeauty/
- Facebook: https://www.facebook.com/ILIAbeauty/
- TikTok: https://www.tiktok.com/@iliabeauty

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Profile page: https://yespress.io/ilia-beauty
Published by YesPress — https://yespress.io
Last updated: 2026-08-13