Beauty with Intention: Sasha Plavsic on Bringing ILIA to the Middle East
The founder of ILIA Beauty on redefining clean makeup, building skin-first formulas, and what makes her cult products perfect for the Middle East.
Long before the clean beauty movement became mainstream, Sasha Plavsic was quietly reshaping the rules of makeup. What began as a personal journey to reclaim her skin’s health has since become ILIA — one of the most trusted names in skin-first makeup. Now, with new product debuts this April, the brand’s founder shares the story behind the formulas, the art that inspires her, and why thoughtful beauty has never felt more relevant.
“I was searching for clarity and a sense of direction,” Sasha recalls, reflecting on her decision to return home to Vancouver at a pivotal point in her life. “My mum encouraged me to look closer at the ingredients in the products I was using daily — and what I discovered shocked me.” What followed was a lightbulb moment: the birth of ILIA, a brand rooted in transparency, performance, and skin health. “It was my way of turning a difficult period into an opportunity to challenge conventional beauty standards and offer products that truly care for the skin.”
That care is personal. Sasha has spoken openly about her lifelong struggles with acne and skin sensitivity — experiences that have shaped every aspect of ILIA’s formulation philosophy. “It was apparent in my skin,” she says of the time leading up to ILIA’s founding. “I realised the ingredients were not only mis-marketed — they were contributing to the skin issues I was experiencing.” The result? A brand built with intention, offering makeup that makes your skin look and feel better — immediately and over time.
This skin-first approach is more than just a marketing line — it’s a science. “We see skincare and makeup as one,” Sasha says. “Our formulas are designed with active levels of skincare ingredients that protect and revive the skin both instantly and over time.” Hydration and SPF are central pillars of the ILIA method, with Sasha swearing by a cocktail of niacinamide, hyaluronic acid, allantoin, ceramides and squalane to strengthen the skin barrier and deliver lasting radiance.
It’s an ethos that’s especially resonant for beauty lovers in the Middle East — where skincare concerns like sun exposure and humidity are ever-present. “There’s real interest in clean makeup that enhances and improves the skin,” Sasha shares. “While many customers may love the dewy look of our bestselling Super Serum Skin Tint SPF 30, others will appreciate the natural matte finish of our Complexion Stick, especially in the warm climate.”
ILIA’s thoughtful expansion into the region is all about starting conversations too. “As we continue to expand in the Middle East, our hope is to instill awareness of thoughtful beauty — the understanding that there can be a balance between exceptional performance and safe ingredients.” Sasha believes clean beauty should be redefined altogether: “The word clean should be changed to thoughtful. Not every natural ingredient is good, nor is every synthetic bad. It usually takes a combination of both to create a great product.”
It’s this blend — of performance, safety, and innovation — that defines ILIA’s newest launches. Take the Eye Stylus Shadow Stick, for instance — a collection of 20 creamy, crease-resistant shades inspired by the dimensional richness of Renaissance art. “We were inspired by the luminous colours of oil paintings,” Sasha explains. “The light catches colour, texture, and sheen, making it almost 3D-looking.” Shades like Nymph and Filigree were developed to suit a wide range of skin tones, with careful attention paid to undertones and wearability in heat.
Even ILIA’s cult-favourite mascara is getting a refresh. The new Limitless Lash Mascara in Before Dawn (a rich chocolate brown) is designed to offer a softer alternative to classic black. “We received nearly 1,000 direct requests from customers for a brown mascara,” she says. “This shade is warm, soft, and still delivers that long-lash look, without feeling harsh on lighter lashes.” And, true to ILIA’s sustainable spirit, the packaging features recycled aluminium, glass components, and vegetable-based dyes — while end-of-life considerations are tackled via the brand’s ongoing partnership with Pact Collective.
At its core, ILIA has always been about more than what’s visible. Whether it’s a shimmer that catches the light just right, or a serum-infused base that nourishes while it covers, every product is crafted to make you feel as good as you look. “There’s a real appreciation in the Middle East for high-quality, performance-driven products that are also mindful of health and sustainability,” Sasha says. “That’s what ILIA stands for.”
Now, as the brand enters a new chapter in the region, Sasha is excited to see how it resonates. “I look forward to bringing our newest innovations to the Middle East and seeing how women here make them their own.” Thoughtful beauty, it seems, is finally having its moment — exactly where it’s needed most.