/ 22 April 2025

ILIA Beauty’s Founder Shares Her Little Black Book Of Beauty & Wellness

Sasha Plavsic knows a thing or two about clean beauty that works. As the founder of ILIA – a trailblazer in the skincare-meets-make-up space – her ethos is all about simplicity, transparency and high performance. From go-to travel staples to the one product she’ll never be without, here she shares what keeps her inspired, her favourite wellness rituals and the beauty buys she swears by.

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For most of my life, I struggled with sensitive, acne-prone skin. It felt like every product I used – whether skincare or make-up – only made it worse. That’s what sparked the idea for ILIA. I wanted to create something that not only looked good on the skin but actively worked to make it better.

There are two products I always have in my bag. Limitless Lash Mascara is a favourite – it lifts and lengthens, never flakes and washes off easily. It’s also one of our most accessible products, which makes it really special to me. I also love our Super Serum Skin Tint. It’s the original skin tint on the market, blending skincare, mineral SPF and make-up in one step. It was made with sensitive skin in mind and helps reduce redness and inflammation over time.

I’m really excited about the rise in MULTIFUNCTIONAL PRODUCTS that blend SKINCARE AND MAKE-UP.

I keep my skincare minimal, but effective. I always start with The Cleanse to remove make-up and build-up, followed by Face Milk – it gives a quick hit of hydration and calms redness. Barrier Build is a favourite for skin repair, especially when I’m travelling, and all three are fragrance-free and pH-balanced. Bright Start Eye Cream is another staple – it uses a plant-based retinol to smooth fine lines and preps the skin for concealer.

I swear by regular microneedling. I’ve used the NuFACE microcurrent device for over a decade, and it really lifts and sculpts, but if I had to pick one tool that’s made the most visible difference, it would still be microneedling. Nothing compares when it comes to refining skin texture and tone. I live in Vancouver and love going to Formula Fig for express facials. I also visit the Pendry Hotel in Newport Beach – they do a beautiful facial with microcurrent that feels like a full reset. I haven’t explored treatments in Dubai just yet, but I imagine there are some amazing options.

Bodha

Pendry Hotel

I’ve worn Molecule 01 by Escentric Molecules for over 20 years. It’s pheromone-based, so not everyone can smell it, which I find really unique. I also love Bodha, a natural scent brand based in LA. Its fragrances are calming and perfect for travel.

Most of my beauty shopping happens at Sephora. The open-sell environment is great for discovering new products and brands. One I’ve been loving lately is Roz – a new haircare line available at Sephora USA. Its Milk Serum and finishing products are so lightweight and effective.

I’m always scouting out new products. Some recent finds I’ve been loving: the Roz minis, which are ideal for travel; Bodha’s Calm Ritual Oil, which grounds me wherever I go; the NuFACE Mini, which is great for sculpting on the move; my Jenni Kayne slippers, they’re so cosy; Saje bath salts for unwinding; and the Eberjey silk sleep set that makes every night feel a little more luxurious.

Aman Spas

I’m really excited about the rise in multifunctional products that blend skincare and make-up. People want more from their routine – they want efficiency without compromise. That’s where hybrid formulas like our Super Serum Skin Tint come in. It’s not just about coverage anymore – it’s about ingredients that work.

My go-to workout these days is megaformer Pilates. It’s been part of my routine for two years now, and it’s helped me find real strength and alignment. For true relaxation, I love Aman spas – they’re always a beautiful experience. I also had the chance to try Watsu at the One&Only Mandarina in Mexico, which was unlike anything I’ve ever done. It felt deeply restorative.

I’m most inspired by places where nature takes centre stage – coastlines, forests, mountains. These landscapes remind me to strip things back and keep it simple, both in life and in how I approach beauty. My most memorable travels always lead me outdoors, from the beaches of California to the wild beauty of British Columbia – all of which continue to shape ILIA’s ethos: products that work in harmony with your skin, not against it. I also love discovering places that reflect the local culture. In Vancouver, it’s Isetta; in LA, Farmshop at the Brentwood Country Mart; and in Dubai, I was taken by the warmth and charm of Comptoir 102.

One&Only Mandarina

There are a few podcasts I keep returning to. How I Built This by Guy Raz is a long-time favourite, and She Builds Empires is another great one. I’m also a big fan of Walter Isaacson’s autobiographies. The documentary A Life On Our Planet by Sir David Attenborough really stuck with me – it inspired ILIA’s partnership with 1% for the Planet and One Tree Planted. Since then, we’ve planted over one million trees in the Amazon.

The past few years have taught me the value of slowing down. With the support of an incredible team at ILIA, I’ve been able to shift my focus a bit – to spend more time with my two daughters and simplify daily life. Good sleep, healthy food and minimal alcohol keep my mind and body clear. When I feel good, everything flows more easily.

If I could do it all again, I’d remind myself to TRUST THE PROCESS and not OVERTHINK EVERY MOVE – even the missteps held value.

I’m excited to continue expanding ILIA and exploring new innovations in skincare-powered make-up. Personally, I’m carving out more time for travel – not just to seek inspiration, but to reconnect with different cultures in a more intentional way.

If I could do it all again, I’d remind myself to trust the process and not overthink every move – even the missteps held value. Building something meaningful is never just about the product; it’s about who you become in the process. My biggest piece of advice? Stay true to your values and be patient. It’s easy to feel pressure to compete with the big players, but authenticity and a long-term mindset are what truly count. Focus on getting the product right – that’s where the real magic lies.

Follow @SASHAPLAVSIC & @ILIABEAUTY