Ilia Beauty is leaning into skin care.
The brand, launched in 2011, introduces its Bright Start Activated Eye Cream on Tuesday.
Priced at $46, key ingredients include sea fennel extract (a plant-based retinol alternative meant to brighten, firm and smooth, according to the brand), an upcycled avocado extract (a zero-waste active designed to reduce the look of dark circles plus puffiness), as well as caffeine and peptides (which also help depuff). It’s made to tackle under-eye issues so people can apply concealer more smoothly.
Founder Sasha Plavsic has been infusing skin care ingredients into her cosmetics for years, with sustainability in mind. (To recycle the particular cream, buyers can request a free shipping label at Iliabeauty. com/recycling plus recycle the tube, tip and cap through Pact Collective. ) She began formulating makeup products inside her family’s garage and turned the business into a $100 million brand within 2021 — which was acquired by the Courtin-Clarins family holding company, Famille C, in February of 2022.
“It’s the first time they’ve ever obtained anybody, therefore it’s new for them, ” Plavsic said associated with Famille C. “And it’s new for us. …Everybody wants in order to see their brands succeed. And for the particular buyers, they want to see that because they’ve paid for it and these people need it in order to do well. So, I think with that in mind, and because it is so new for both of us, it’s a lot of learnings. We are eager to make it successful together, and that’s a nice feeling. ”
Ilia Beauty saw 40 percent total year-to-year growth in 2022 plus projects a 50 percent increase inside its skin care category in 2023, according to the company. So far, releases outside color have been a priming serum, blue light mist, overnight lip treatment and reviving balm.
As the founder, Plavsic is driving product developments, creative and marketing and looks to introduce more skincare. But the particular products need to “talk to each other, ” she said: “One of the biggest things that we did a few years ago was with the Skin Tint. I was having a really hard time having my foundation talk to my moisturizer and in order to my SPF, and how do those things communicate. ”
The Super Serum Skin Tint — the brand’s hero product, selling more than 1 million units since launching in 2019 — is a foundation, lotion and SPF in one. Moving forward, the goal is to create products that will solve problems and work seamlessly with each other, while continuing to listen to the customer base (a loyal 1, aged 18 to 65).
“We get to rely on some expertise plus have access to information, raw materials, regulatory, which with any acquisition is very big — and ensure that is running correctly, ” Plavsic added, of Famille C. “We do have in-house regulatory now, and so I think those are benefits that we can really lean in to with the particular acquisition. ”
Now a team of about 100 (they were only 20 in 2019), an office remains in Laguna Beach, California, where the brand is headquartered, though most employees function remotely. (Plavsic was in Laguna Beach before relocating in order to Canada, where she’s originally from. ) Ilia Attractiveness plans to possibly open satellite offices in the Los Angeles area and New York City, she revealed, and adapt a hybrid work model.
Next, the focus is on “developing out to the brand story, revisiting our values and thinking about exactly where we want this brand to go in the particular next decade, ” Plavsic said. “That’s a big focus with regard to 2023. ”