ILIA Beauty is a pioneer in the clean beauty movement, founded in 2011 by Sasha Plavsic with a mission to create skincare-powered makeup that enhances natural beauty while nourishing the skin. Inspired by her personal journey with sensitive skin and a desire for transparency in beauty products, Plavsic set out to develop formulas that combine the efficacy of skincare with the artistry of makeup.

At the heart of ILIA's philosophy is the belief that makeup should not only make you look good but also be good for your skin. Their products are crafted with active levels of skincare ingredients, such as niacinamide and hyaluronic acid, and are designed to protect the skin from environmental stressors.