Sasha Plavsic is the founder of ILIA Beauty, a prestige line of natural and organic beauty products that combine superior color performance and nourishing organics based in Laguna Beach. Before Sasha started the company, she had years of branding experience helping beauty and wellness companies, including Urban Decay and Saje Natural Wellness. So when she discovered that there wasn’t any existing clean beauty products that were not packaged in bamboo, she found herself with a goal in mind (and the experience to back it up): create a tinted lip balm that was luxurious and didn’t contain any nasty ingredients. Fast forward to today and ILIA is one of the leading clean color cosmetics brands out on the market. We’re talking to Sasha about starting her brand as well as Ilia’s latest launch: the Super Serum Skin Tint.

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