No one would be able to tell at first glance that this is an organic makeup brand. That's just our prejudices. The pigments are powerful, the colors stylish, and the packaging is sensual and made from 85% recycled aluminum; its ingredients are nutritious and effective. Ilia It has nothing to do with the rest of the organic brands and has become a indie makeup classicThat is why it is so desired and desirable. And that's why you should be here.

This brand started the opposite way most do: with the packaging. Its founder, the Canadian Sasha Plavsic He had it clear: he knew what the aesthetics of his brand would be like. For some reason he had a lot of experience in branding and marketing in New York and Los Angeles and in brands like Cartier and Oliver Peoples. Once he had that, the next thing was missing: the content, which he always knew would be as organic as possible. Once he had substance and form, he gave it a name: her name would be Ilia, named after her grandmother, a woman from the former Yugoslavia who always inspired her granddaughter. We like this story.