Ilia was born out of a passion for purity and performance. “Somebody once said to me, that because it's organic it's good for you, and it doesn’t matter if it doesn’t work as well as the mainstream stuff—I intend to change their mind,” says founder Sasha Plavsic, who is doing just that. Based in Los Angeles, the line is created with certified organic bio-active ingredients that nourish and rejuvenate the skin. Ilia’s modern approach to beauty is visible through the brand's contemporary colors and refined packaging, making it a favorite among green devotees and everyone else.
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