Behind The Brand: Ilia Beauty
is a beautiful little shop in central London that is a real Aladdin’s Cave of beauty products and a perfect place for discovering new brands. A year or so ago they came up trumps with yet another make-up collection that I absolutely
had to begin working my way through and that are the focus of this months Behind The Brand; Ilia Beauty.
Created from a desire to understand the ingredients on a lipstick box (something that is pretty tough if you look at a conventional box!), Ilia Beauty Launched in Vancouver, Canada in 2011.
Founded by Vancouver native Sasha Plavsic, simplicity and transparency are at the root of the company. Plavsic knew that purity was key to health and well-being; as a child her brother (and now business partner) Zachary Ilia suffered from acute asthma and allergies. Healed primarily through an organic diet, Zac defied the odds and went on to represent Canada in the 2008 and 2012 Olympic Games. This inspirational and personal journey combined with a simple and (somewhat un-clean) traditional lip balm is where the company began.
In just two years Ilia, who’s main focus is lip-care products, have gone from just six tinted lip conditioners to forty products from lipsticks, crayons and glosses, to multi-use sticks and now mascaras (you may have read a post or two from me about these). Definitely not prepared to sit on the beauty sidelines, the meteoric rise of the prestige brand continues and Ilia Beauty is already available in fifteen different countries around the world.
With a limited number of shades within each product family, Ilia’s focus is on creating pigments that are in line with current trends. As I said I am working my way steadily through the products and I still have a fair way to go but there are some definite gems in my mind. I love the mascara (Shadow of a Doubt
looks great on men) but will admit that it is hard to choose from the lip products; my current favourites are Neon Angel lipstick
and Karma Chameleon Lip Crayon
(far left in the picture) – both pretty bold and possibly not for the feint hearted.
Containing on average 85% organic USDA certified ingredients, Ilia products are all dairy, gluten and cruelty free. The ethical approach to product formulation and production is present throughout the manufacturing process; each of the ingredients is chosen for both their quality and effectiveness and is sourced directly from around around the world and manufactured in-house in an organically certified lab.
My love of quality packaging
is surely well know by now and Ilia’s certainly doesn’t disappoint. Sasha, who’s background is in Graphic Design and branding, used her knowledge and experience to create a visually appealing line; sleek, recycled aluminium cases and recycled card boxes which are simplistic yet stylish.