“To Liberty, please.” Our founder, Sasha Plavsic, shares her favorite on-the-go routine en route to celebrate ILIA’s launch at London’s famous West End department store—
✨ Super Serum Skin Tint SPF 30
✨ Skin Blur Serum Concealer
✨ Limitless Lash Mascara
✨ Overglaze Hydrating Lip Gloss
To discover the full collection of makeup that makes your skin better, visit @libertylondon —IRL and online.
The ILIA x TYB effect—when clean beauty + community collide. @iliabeauty + @tyb.xyz have partnered to bring you exclusive rewards + drops. Join TYB at the link in bio to gain access to members-only ILIA perks.
Today in LA, our ILIA x TYB community gathered at The Complexion Residency pop-up in LA to celebrate the launch of ILIA’s new holy grail Skin Blur Serum Concealer. Join us this weekend to keep the party going—with professional shade matching, polaroid photo sessions, complementary beauty + wellness experiences, and more.
Sat 3/7 - 10AM-5PM
Sun 3/8 - 10AM-4PM
6357 Colgate Ave
Los Angeles, CA 90048
We love a good house party—and you’re invited. 💕Last night, some of our LA friends kicked off The Complexion Residency pop-up as a toast to new Skin Blur Serum Concealer—and now it’s your turn. Join us this weekend to celebrate our new holy grail concealer.
✨ Get shade matched by pro makeup artists
✨ Enjoy exclusive merch, giveaways + custom embroidery
✨ Polaroid photography sessions
✨ First 50 people each day take home a free gift
Sat 3/7 - 10AM-5PM
Sun 3/8 - 10AM-4PM
6357 Colgate Ave
Los Angeles, CA 90048
Our founder @sashaplavsic explains what ‘featherweight’ really feels like on the skin. “Skin Blur almost feels like it’s airbrushing your skin. It’s so light the way it just spreads and blends out. It creates a soft, airbrushed canvas that doesn’t look makeup-y,” she says. With ingredients like Sea Fennel Extract and Matrixyl™ 3000 Glyx peptides, the formula smooths and brightens delicate skin—even without an eye cream underneath.
Shop new Skin Blur Serum Concealer at ILIABeauty.com.
Pinch me moment, and 17 years into @iliabeauty . When I say that number out loud I can’t believe it.
So grateful to speak @harvardhbs surrounded by other women who are pursuing their dreams and believing in their potential. It was very much a girl gang week from old friends, to meeting new founders, business partners—and having my Mom come out to see her kid smile again. ✨❤️
Ready to be inspired? Comment “SASHA” and we’ll DM you the link to watch the episode.
From maxed-out credit cards and working out of garages…to building a $200M beauty brand that rewrote the rules of clean makeup 🚀
This week on Ladies Who Launch, @rochellehumes sits down with @sashaplavsic , founder of @iliabeauty , to talk about what really happens between the idea and the “overnight success”.
We talk slow growth (nearly a decade slow), being ahead of the market, surviving years of debt, letting go of the CEO title, and why patience, problem-solving and intuition matter more than hype.
If you’re building something, feeling behind, or wondering whether slow progress still counts, this conversation is for you.
When we go through a huge life quake, people say we are meant to face it, walk through the fire to get to the other side. But sometimes taking a moment away from the spaces and places that remind us of what isn’t there anymore can be just as powerful. Haven’t been back this way since Rhea was in my belly, and the Big Island did not disappoint. Healing in Hawaii 🌈🌺🌴.
You don’t move on after loss, but you must move with. You must shake hands with grief, welcome her in, for she lives with you now.
Pull her a chair at the table and offer her comfort. She is not the monster you first thought her to be. She is love.
And she will walk with you now, stay with you now, peacefully.
If you let her.
And on the days when your anger is high, remember why she came, remember who she represents. Remember. Grief came to you my friend because love came first.
Love came first.
—Donna Ashworth
For those of you who have stayed close with me this year—I love you.
And for my babies—
I will be here on the easy days.
I will be here on the hard ones.
I will be here when you’re brave,
and when you’re scared,
and when you don’t have words.
We will rebuild our lives
with love and honesty.
We will live with purpose,
with integrity,
with truth.
I will always hold you.
I will always choose you.
I will always love you.
—Mama
Goodbye 2025. You challenged every belief that ever existed in my conscious. I am awake now.
You probably know @iliabeauty for chic, flattering makeup. But you may not know the origin story behind founder @sashaplavsic ’s radically clean, skin-first formulas.
Today on The Essentialist, @sashaplavsic is pulling back the curtain on her path to success, how she stays inspired, and what she likes to call “thoughtful” beauty: “I want to raise the bar—and do what hasn’t been done before.”
Tap the link in bio for our full conversation, plus a guide to her favorite @iliabeauty and @oakessentials products.
Pretty bold, pretty bright, pretty wise, loud and brave. 🙇🏻♀️
Here’s to boundless thinking and women (+little girls) with dreams that dare to break the rules.
We usually set our own limitations, and can dim our light to make others happy. Took me 30 years to figure that out. The last 16 have been the best, most challenging and gut wrenching, only to realize that sometimes after reaching a goal, dimming our light is again part of the process, so that others in your orbit can shine. ✨✨✨
