Why Ilia’s Viral Skin Tint Is So #DamnGood With Ilia Beauty Founder Sasha Plavsic

If there’s one product that epitomizes the year’s “clean girl aesthetic” in a bottle, it’s Ilia’s now iconic Super Serum Skin Tint SPF 40, a unit of which sells every 30 seconds. But Ilia wasn’t always a buzzy, $100 million dollar company. Today, brand founder Sasha Plavsic shares the surprising story behind the indie darling’s late-blooming turnaround, years after its 2011 debut with just six simple lip tints.  

And pssssst! We do have a promo code: visit ILIAbeauty.com and use BREAKINGBEAUTY at checkout for 15% off your first purchase. 

In this episode you’ll hear about:

• The moment the Ilia founder nearly threw in the towel, and what set the brand back on course
• The surprising, problem-solving innovation that shot to #1 at Sephora within one month of its launch (no, it wasn’t the skin tint!) 
• Why the brand chose to press pause on what was primed to be its biggest colour launch of the year - even after hosting a media dinner for the occasion
• A sneak peek at what Ilia will launch in January, 2024! (Hint: Got any ____?!)
• What Sasha believes she and Pamela Anderson have in common

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For any products or links mentioned in this episode, check out our website: https://breakingbeautypodcast.com/episode-recaps/

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Ritual

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*Disclaimer: Unless otherwise stated, all products reviewed are gratis media samples submitted for editorial consideration.*

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