What you need to know about the decorative cosmetics ILIA
WE HAVE RUNNED A HEAD, in which we talk about interesting cosmetics - cheap, expensive, rare, beloved by makeup artists and bloggers, suitable for simple and complex make-up - and accessories for her.
Founder of the brand Sasha Plavik did not immediately come to the production of its own cosmetics. She received her education as a typographic designer, studied marketing and worked in the fashion industry, to then return to her native Vancouver and help the local aromatherapy brand with a rebranding. The atmosphere in which Sasha grew was a good basis: her mother tried a bunch of homeopathic remedies to cure her son of asthma. In the end, Zachary Ilia got rid of her with a diet of organic products, competed in two Olympics, and in 2011 the Canadian market saw the first six ILIA lip balm tones.
Plavik stresses that she began to build the brand with packaging. Its funds are placed in aluminum containers from raw materials processed by 85%. In general, the brand loves numbers: although it does not have the Ecocert certificate or equivalent, the use of organic ingredients is one of the pillars of ILIA. Such certificates are issued not only for the use of certain ingredients, but also, for example, the absence of silicones in all products of the brand. So, the minimum content of "organic" - in the carcass (42%), the maximum - in the means for the lips (85%). Even the brand sometimes manages to mix the product only from organic ingredients (lip balm in Nobody's Baby shade for example), and she does not hesitate to emphasize this.
Four years after launch, the ILIA line has grown several times: now there are more than forty products in it. The brand still focuses on lip care, so it’s likely that you’ll find your ideal scrub, balm, tint, lipstick or gloss. ILIA also has everything else for a minimal but not fresh make-up: a light foundation with SPF 20, a concealer for disguise, a transparent fixative powder and the already mentioned mascara without drama. What is nice, there are highlighters and multi-colored color sticks, so the statements of Plsik that she is striving to make a modern brand are not empty words.
The brand is sold in 15 countries in selected stores of the level of Collette, Barneys, Net-A-Porter. If you do not want to wait for delivery, you can go to any Cosmotheca - just yesterday ILIA was also sold in them.
