Why Ilia’s Viral Skin Tint Is So #DamnGood With Ilia Beauty Founder Sasha Plavsic
Breaking Beauty Podcast
Dear Media, Jill Dunn and Carlene Higgins
4.7 • 954 Ratings
🗓️ 29 November 2023
⏱️ 50 minutes
🧾️ Download transcript
Summary
If there’s one product that epitomizes the year’s “clean girl aesthetic” in a bottle, it’s Ilia’s now iconic Super Serum Skin Tint SPF 40, a unit of which sells every 30 seconds. But Ilia wasn’t always a buzzy, $100 million dollar company. Today, brand founder Sasha Plavsic shares the surprising story behind the indie darling’s late-blooming turnaround, years after its 2011 debut with just six simple lip tints.
And pssssst! We do have a promo code: visit ILIAbeauty.com and use BREAKINGBEAUTY at checkout for 15% off your first purchase.
In this episode you’ll hear about:
- The moment the Ilia founder nearly threw in the towel, and what set the brand back on course
- The surprising, problem-solving innovation that shot to #1 at Sephora within one month of its launch (no, it wasn’t the skin tint!)
- Why the brand chose to press pause on what was primed to be its biggest colour launch of the year - even after hosting a media dinner for the occasion
- A sneak peek at what Ilia will launch in January, 2024! (Hint: Got any ____?!)
- What Sasha believes she and Pamela Anderson have in common
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For any products or links mentioned in this episode, check out our website: https://breakingbeautypodcast.com/episode-recaps/
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*Disclaimer: Unless otherwise stated, all products reviewed are gratis media samples submitted for editorial consideration.*
Hosts: Carlene Higgins and Jill Dunn
Theme song, used with permission: Cherry Bomb by Saya
Produced by Dear Media Studio
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Transcript
Click on a timestamp to play from that location
| 0:00.0 | The following podcast is a dear media production. |
| 0:02.8 | Welcome to Breaking Beauty, |
| 0:08.8 | the podcast all about the breakthrough people, products, and moments in beauty. |
| 0:13.0 | We're your host, Jill Dunn, and Carleen Higgins. |
| 0:15.8 | Hello and |
| 0:25.0 | welcome back to Breaking Beauty Podcast. I'm your host, Carleen Higgins and this is my side kick of many talents. |
| 0:28.0 | Jill Dunn, hello there Jill. |
| 0:29.0 | Hi, Carleen and thank you for the lovely intro. Hey Podfam so of course our longtime |
| 0:35.9 | listeners know by now that we are two former magazine beauty editors turned |
| 0:40.7 | Beauty podcasters and our show is all about the breakthrough people products and moments in beauty and we have a founder episode today and it's about a brand that definitely ushered in or almost became an archetype of a new era of a beauty aesthetic I would say and that's I'llia beauty. |
| 0:59.3 | Yes, Ilia founder Sasha Plavci joins us on the mic fellow Canadian very exciting and to your point Jill |
| 1:06.8 | Some may call it a clean beauty aesthetic that's what it was being called, but it's not about being clean |
| 1:11.7 | It's not about being dirty, it's not about being dirty. |
| 1:13.6 | It really is about that fresh glowing skin that everybody just clammers for these days. |
| 1:18.5 | You see it all over, you know, the Instagram and Tik-Tock-Gurlies. |
| 1:22.1 | And Ilia really did come to represent the epitome of that skin look with its |
| 1:27.7 | iconic |
| 1:28.7 | Super serum skin tint SPF 40. I love that it's SPF 40. It's $48 in the US, $62 in Canada, around 30 shades. And I personally know so many people who are just |
| 1:41.2 | obsessed with this product. like ask me for samples |
| 1:44.6 | cannot get enough yeah and we actually have a promo code for this brand everybody |
| 1:51.0 | we have 15% off with Ilia Beauty so if you are |
| 1:55.4 | wanting to try it yourself willing to that offer in our show notes as well love a |
... |
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