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

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