WWD Names ILIA "Breakthrough Brand of the Year" at 2021 Beauty Inc Awards

In an industry not immune to hyperbole, Ilia’s Super Serum Skin Tint lives up to the hype. Since its launch in 2019, the hero product has sold 1 million units, sparked a skin tint trend that has transcended brands and channels and helped the brand triple sales, from an estimated $35 million in 2019 to a projected $100 million-plus this year. Not bad for a 10-year-old brand that was clean before clean was cool, but never wavered from founder Sasha Plavsic’s vision of creating makeup products gentle enough for reactive skin that would also provide long-term benefits. When the rest of the world caught up with her, Plavsic was ready — with revamped branding, relevant products and a rebooted team. Now, the brand is one of beauty’s buzziest, and Plavsic is ready for whatever comes next, secure in the knowledge that some things will never change. “I love what I do and I love creating product,” she said, “so it’s important that one day, should we choose to find a home that can accommodate a larger strategy globally, that will have to be at the forefront to ensure there’s a real partnership in the understanding of the brand.”

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