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Natural lipstick maven creates a beauty line for the NARS-loving woman

Ilia lipstick
Ilia lipsticks ($25) appeal to the NARS-loving woman, not just the eco-friendly one

“I wanted to make a natural lipstick that could sit next to NARS at the beauty counter and inspire women to reach for it whether they were natural-leaning or not,” says Sasha Plavsic.

And Plavsic, a package-design maven turned beauty formulator, did just that when she launched Ilia Pure Lip Care last summer.

Skipping ingredients like petrochemicals and the ever-elusive fragrance, Ilia lipsticks are 85 percent organic but have the look and feel of a traditional luxe brand (but are significantly less drying).

The line quickly became a cult favorite, even outside natural circles. That’s great news considering the toxic lineage of lip products.

While Plavsic started with the lips, she has big plans for her chic natural brand, and is poised to be the Bobbi Brown of better-for-you cosmetics. “In March, we are launching a new lipstick formula that’s more matte,” says the Vancouver resident.

sasha plavsic founder of Ilia beauty
Sasha Plavsic founder of Ilia Pure (Photo: Spirit Beauty Lounge)

And, if all goes according to plan, her line will expand to include lip conditioners, four multi-stick lip-to-cheek products, an illuminator, bronzer, clear balm, and a lip exfoliator made with ground volcanic stone.

By fall of this year, she plans to have a full color line.

Who knows? Maybe you’ll even spot them next to NARS at Bloomingdale’s someday soon. —Melisse Gelula and Lisa Elaine Held

Ilia Lipsticks cost $24.95, and are sold at ABC Home, Shen Beauty, Honey in the Rough, and Woodley+Bunny, and online at and