ILIA's Sasha Plavsic on the Basics of Beauty

Rip & Tan: ILIA is an empire in itself, but we’d love to know a bit about your personal journey. What inspired the venture? Have you always felt a strong calling to the world of beauty?

Sasha Plavsic: For most of my life I struggled with sensitive acne prone skin, and felt that many products, be it makeup or skincare made my skin worse. The calling came to create products that make your skin better, or as our mission says, to protect and revive your skin. The products need to work, wear comfortably and not look like makeup on the skin. If we can change people’s skin, with products that really make your skin look and feel alive, it’s a win a win.

Rip & Tan: In the more than 10 years since ILIA’s founding, what are some of the moments—whether a launch, partnership, or personal story—that stand out most to you?

Sasha Plavsic: We launched in the Spring of 2011 in one shop in Vancouver. From there we got into Colette in Paris. Those were the old days and it was very different, but those moments counted in building visibility and equity around ILIA. For the first several years we were an indie brand with limited distribution. In 2017, there was a turning point when we started testing the brand in Sephora. From there we did a rebrand in product and packaging that was revealed in 2020. It was a lot of hard work for everyone involved, but it paid off. For the category I like to say, we were first in and best dressed. Timing played a big part, as did products. Product is king, and today we have the best selling mascara and skin tint in Sephora. It’s the result of all the above, which was a long journey.

Rip & Tan: We’re sure it’s nearly impossible to choose—but what are your absolute fave ILIA products?

Sasha Plavsic: Our Limitless Lash mascara is by far our most accessible and my favorite for that reason. It’s also an amazing mascara and can work for anyone. I do love our Skin Tint but actually use C Beyond more for a light glow with SPF benefits. Next year there will be some new favorites, I think it will be our biggest year yet.

Rip & Tan: What are a few of your tried-and-true skincare staples?

Sasha Plavsic: We dabbled in skincare and there will be more to show in that category in the coming year. Our cleanser is a must have because it removes makeup and doesn’t strip the skin. Bright Start Eye Cream is a plant-based retinol alternative that offers just the right consistency and brightens the under-eye area. I cannot go without it. 

Rip & Tan: Can you walk us through your typical morning routine?

Sasha Plavsic: Usually one or two kids end up in bed as we are waking up. I like to wash my face to wake up and brush my teeth before getting the girls ready. From there it’s the school rush and trying to juggle morning needs. If I am lucky with time I like to workout or take the dog for a walk before the zooms begin.

Rip & Tan: In terms of beauty, wellness, and self-care, what advice would you give your younger self?

Sasha Plavsic: The last two years have had so much transition and less simplicity than intended. Finding ways to build more simplicity into daily life is a long term goal. It’s what I believe brings self care to the mind. Something so hard to balance in today’s busy world. At 44, I can say with confidence that time and health are what matters most, and to enjoy all the little moments. I have missed many because of the choices I have made. Those moments won’t come back, but I can make an effort to enjoy more.

Rip & Tan: What does beauty mean or feel like to you?

Sasha Plavsic: Beauty is feeling from the inside. I know we always hear this but I really think it is. If you feel well, happy, balanced, healthy, have good energy, some success, some peace. Whatever that looks like to you, I think you can feel beautiful and radiate that outward. There are many things outside of us that can make us feel beauty or beautiful. Knowing where to pepper those in for your well-being brings it all into balance.