Most people cope with a breakup by reaching for ice cream and sad music. Sasha Plavsic started a global beauty brand instead.
Born and raised in West Vancouver, Plavsic had lived in London, New York, and Los Angeles as a graphic designer and rebranding expert. But after returning to Vancouver following a split, she channeled her energy into building her own business.
From personal struggle to brand mission
Plavsic's journey began with her own skin issues. 'My skin was horrible, I had really bad cystic acne since I was 13,' she recalls. Determined to find a solution, she started researching ingredients and contacting labs. 'When you're curious and the energy is aligned, doors tend to open,' she says.
In 2011, with a single product and a personal line of credit co-signed by her father, ILIA was born. The brand started with Balmy Tint, a tinted lip balm she sold from her Volkswagen. Today, ILIA offers 33 products, including skin care, sunscreen, and makeup, available worldwide. One of its bestsellers, the Multi Stick, sells every 54 seconds globally.
Early wins and growth
Plavsic recalls being picked up by iconic retailers like Colette in Paris and Sephora. 'I didn't realize how big a deal it was,' she says. 'Being naive gave me the opportunity to believe in the impossible.'
The brand grew steadily, and in 2018, Plavsic raised $3 million in funding to scale operations. 'The train was leaving the station, and we needed money,' she explains. At that time, ILIA had $5 million in sales; the next year, revenue jumped to $50 million. A second funding round in 2019 raised an additional $13 million.
Today, ILIA is a leader in the clean beauty movement, with a focus on ingredient transparency and efficacy. Plavsic's journey from a post-breakup idea to a global brand underscores the power of curiosity and persistence.
