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
Get social with us and let us know what you think of the episode! Find us on Instagram, Tiktok, Twitter. Join our private Facebook group, or give us a call and leave us a voicemail at 1-844-227-0302.
Mentioned In This Episode
*Some Affiliate Links Below*
- Ilia Super Serum Skin Tint (use BREAKINGBEAUTY at checkout for 15% off your first purchase.)
- Ilia Soft Focus Finishing Powder
- Ilia Bright Start Retinol Alternative Brightening Eye Cream
- Ilia True Skin Serum Concealer
- Ilia NightLite Bronzing Powder
- Ilia Eye Stylus Shadow Stick
- Escentric Molecules Molecule 01 Eau De Toilette
- Byredo De Los Santos Eau de Parfum
*Disclaimer: Unless otherwise stated, all products reviewed are gratis media samples submitted for editorial consideration.*
When You Support Our Sponsors, You Support The Creation of Breaking Beauty Podcast!
Ritual
Ritual’s Essential for Women18+ is a multivitamin you can actually trust. Get 30% off during your first month by visiting ritual.com/BREAKINGBEAUTY to start Ritual, or add Essential For Women 18+ to your subscription today.
Beyond Miracles
Try the at-home Cellstory system using code BEAUTY to receive 20% off your first Beyond Miracles order at beyond-miracles.com. Or, learn more about the professional service and find a provider.
Ouai
Don’t miss your chance to get-a-OUAI this holiday season. Go to theouai.com for 15% off sitewide when you enter promo code BEAUTY15.
Everyplate
Get a meal for $1.49, plus $1 steaks for life by going to EveryPlate.com/podcast and entering code: 49breakingbeauty. Subscription must be active to qualify and redeem $1 steak.
Macy’s
Macy’s is supporting Big Brothers Big Sisters now through December 24th. Give back and learn more at macys.com/purpose