Building clean beauty before clean beauty was even a category — that’s the magic ✨

On The Kara Goldin Show, I sit down with Sasha Plavsic, Founder of ILIA Beauty — a brand that helped redefine what modern makeup could be.
We talk about how Sasha turned her own skin struggles into a category-shaping brand, why she set out to bridge the gap between natural and prestige beauty, and what it took to launch ILIA with just six lip tints in Vancouver. We also get into product discipline, the overuse of the term “clean beauty,” scaling without compromising standards, and staying creative after acquisition.
If you’re interested in learning what it takes to build before the market is ready, trust your instincts before the world catches up, or create a beauty brand that actually lasts — check out the interview on my podcast. You can find it here or anywhere you listen to podcasts 🎧

Are you interested in sponsoring and advertising on The Kara Goldin Show, which is now in the Top 1% of Entrepreneur podcasts in the world? Let me know by contacting me at karagoldin@gmail.com. You can also find me @‌KaraGoldin on all networks.

To learn more about Sasha Plavsic and ILIA Beauty:
https://www.iliabeauty.com/
https://www.instagram.com/iliabeauty/
https://www.linkedin.com/in/sasha-plavsic-0355b58/

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Check out our website to view this episode’s show notes: https://karagoldin.com/podcast/858