Founded by Sasha Plavsic in 2011, ILIA is dedicated to creating the purest products possible and focuses on taking the ethical-sustainable approach to makeup and skincare. Each piece is filled with 85% certified organic bio-active ingredients and botanicals that nourish and rejuvenate the skin. Sasha's affinity and respect for natural ingredients stem from growing up in her household. Her brother Zachary, now her business partner, had acute asthma and allergies as a child. Her mother sought out homeopathic remedies to help heal him, and after trial and error with diet, he went on to compete in the 2008 and 2012 Olympic Games.