ILIA Beauty is a clean beauty brand founded in 2011 by Sasha Plavsic that creates skincare-powered makeup with a focus on safe, potent formulas and transparency. The brand combines makeup and skincare, uses active levels of skincare ingredients, and emphasizes products that are both high-performance and skin-centric, designed to look natural. Products are cruelty-free, made with a mix of natural and safe synthetic ingredients, and sold globally through retailers like Sephora and Nordstrom.