Inside ILIA’s Skin-First Makeup Movement
Meet Liberty’s latest Beauty Hall arrival, where skincare and makeup collide
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Inside ILIA’s Skin-First Makeup Movement
Meet Liberty’s latest Beauty Hall arrival, where skincare and makeup collide
By: Team Liberty
Founder of ILIA Beauty, Sasha Plavsic, has become a leading voice in the rise of skincare-powered makeup - an approach that blends performance-driven cosmetics with skin-benefiting ingredients. With their suite of innovative, effective products that deliver nourishment and radiance in one fell swoop, ILIA proves that clean beauty requires no sacrifice.
As the brand launches in Liberty for the first time, Sasha gives us the rundown of its approach to skincare-powered makeup that promotes a holistic approach to beauty and wellness.
How would you describe ILIA?
ILIA is makeup that makes your skin better.
How did you come to create the brand?
ILIA began as a very personal journey for me during a transitional time in my life. I had moved back home to Vancouver and my mom, who has always been an advocate for healthy living, encouraged me to take a closer look at the products I was using daily. What I discovered shocked me - many of the ingredients in my makeup weren't as safe as I had believed. This realization was a lightbulb moment that ignited my passion to create something better: a clean beauty brand that combines safe ingredients with exceptional performance.
Can you tell us a little about your interest in nature and wellness, and how this translates to the ILIA ethos?
ILIA is bigger than beauty - nature and wellness are two key pillars of the brand. We believe it’s our responsibility as a business to give back to the planet and support a balanced lifestyle, making space for self-care - and caring for others. To us, creating makeup that makes your skin better is part of a holistic point of view. We seek out collaborations with like-minded brands to bring another dimension to the idea of resetting your skin - and your body.
Natural ingredients and beauty are a hot topic at the moment – what does this mean to ILIA and why do you think people are becoming more ingredient conscious?
At ILIA, we believe clean beauty is thoughtful beauty. That not every natural ingredient is good for the skin, nor is every synthetic bad. And that since ‘clean’ isn’t a regulated term, it means something different to everyone. To us, it means that we design formulas to change your skin for the better; we use safely selected ingredients; we’re fragrance-conscious; and we’re committed to transparency.
Can you explain the “skincare powered beauty” element of the collection – what kind of ingredients do you use, and why do you include them in your formulas?
At ILIA, we use safely selected ingredients. We do this by consulting a multitude of research and working with chemistry and regulatory experts to inform which ingredients are proven to be safest for humans. Some of these ingredients are natural, some are organic, and some are synthetic. It takes all of them working in harmony to develop safe, effective formulas that don’t compromise on performance and put your skin first.
Which three products would you suggest as an introduction to ILIA for someone new to the brand – why? Do you have a personal favourite product? What’s the first thing you reach for in your routine?
If I had to introduce someone to ILIA with only three products, I would give them Limitless Lash Mascara, Super Serum Skin Tint SPF 30 and our new Skin Blur Serum Concealer. Our Limitless Lash Mascara is an amazing mascara that lifts, lengthens, doesn’t flake and washes off easily at the end of the day - I’ve found myself using the shade Before Dawn because of its rich, warm chocolate brown tone.
Super Serum Skin Tint SPF 30 is an all-in-one of skincare, makeup and mineral SPF 30 that clinically hydrates and helps improve the quality of your skin over time - it was designed with sensitive skin in mind and will help reduce redness and inflammation. Our new Skin Blur Serum Concealer is a soft, featherweight concealer that melts into skin for a crease-resistant, blurred 12-hour wear, while boosting elasticity and firmness, through powerful skincare ingredients that also reinforce the skin barrier. I love the soft, airbrushed canvas it creates on the skin.
You have a strong focus on innovation within the brand – what are some of the advances you’re most proud of?
The Eye Stylus Shadow Stick, which is a long-wear, crease-resistant, seamlessly blendable shadow stick, launched last year as a breakout success. When I first started ILIA, innovation in clean beauty was nowhere near the technological advancements that we see today. I never thought we would be able to achieve the product performance in pigment, texture and wear that we have with Eye Stylus.
The overwhelming global reception of Eye Stylus solidified that high performance, and clean formulas can now coexist and is important to our customers. I’m incredibly proud of this accomplishment as a brand - it also makes me excited for future formulas that we’ll be able to share.
As ILIA launches at Liberty - what do you think connects the two brands in terms of ethos?
ILIA’s relentless dedication to high-performance formulas and safely selected ingredients aligns seamlessly with Liberty's mission to seek out the new and the beautiful.
ILIA
Super Serum Skin Tint SPF30 30ml
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
ILIA
Limitless Lash Mascara 8g
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
ILIA
Eye Stylus Shadow Stick 1.5g
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
ILIA
Balmy Tint Hydrating Lip Balm 4.4g
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
ILIA
Soft Focus Blurring Blush 4.5g
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
ILIA
Multi-Stick 4.5g
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
ILIA
The Necessary Eyeshadow Palette 1.5g
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
ILIA
Colour Block Lipstick 4g
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
ILIA
The Base Face Milk 30ml
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
ILIA
Clean Line Liquid Liner 0.55ml
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
ILIA
In Full Micro Tip Brow Pencil 0.09g
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
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