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

This brand started the other way around from most: with packaging. Its founder, the Canadian Sasha Plavsic He was clear: he knew what his brand's aesthetic would be like. He had a wealth of experience in branding and marketing in New York and Los Angeles, working for brands like Cartier and Oliver Peoples, for a reason. Once he had that, the next step was the content, which he always knew would be as organic as possible. Once he had the 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 love this story.