Ep 309 – Why Ilia’s Viral Skin Tint Is So #DamnGood With Ilia Beauty Founder Sasha Plavsic

November 29, 2023

If there’s one product that epitomizes the year’s “clean girl aesthetic” in a bottle, it’s Ilia’s now iconic Super Serum Skin Tint SPF 40, a unit of which sells every 30 seconds. But Ilia wasn’t always a buzzy, $100 million dollar company. Today, brand founder Sasha Plavsic shares the surprising story behind the indie darling’s late-blooming turnaround, years after its 2011 debut with just six simple lip tints

And pssssst!  We do have a promo code: visit ILIAbeauty.com and use BREAKINGBEAUTY at checkout for 15% off your first purchase. 

In this episode you’ll hear about:

  • The moment the Ilia founder nearly threw in the towel, and what set the brand back on course
  • The surprising, problem-solving innovation that shot to #1 at Sephora within one month of its launch (no, it wasn’t the skin tint!) 
  • Why the brand chose to press pause on what was primed to be its biggest colour launch of the year – even after hosting a media dinner for the occasion
  • A sneak peek at what Ilia will launch in January, 2024! (Hint: Got any ____?!)
  • What Sasha believes she and Pamela Anderson have in common

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Mentioned In This Episode

*Some Affiliate Links Below*

*Disclaimer: Unless otherwise stated, all products reviewed are gratis media samples submitted for editorial consideration.*


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For More Indie Brands We Love, Check Out These Past Episodes

Ep 221 – Saie Founder Laney Crowell On What Clean Beauty Means Now, Building Best-In-Class Formulas & Introducing “The Concealer From The Future”

Ep 278 – The #DamnGood Indie Brands We’re Obsessed With Right Now: A NYC Facialist’s Debut, Ayurvedic Skincare FTW and Did We Just Discover The Next Charlotte Tilbury?

Ep 289 – Bonus Episode! Updating our Haul of Fame With New #DamnGood Favourites To Add To Your Cart, ASAP