Plavsic launched the brand in 2011, after being unable to find makeup gentle enough for her reactive skin. But in the early days, green trumped clean, and Ilia struggled to find its niche in a market dominated by either conventional products or organic and natural. Fast forward a decade, and, thanks to brands like Ilia, clean is not only understood, it’s sought after. To wit: the exponential growth of the brand. Despite pandemic-induced headwinds across makeup, Ilia has tracked triple-digit growth, and industry sources expect sales to surpass $100 million in 2021 (up from projected sales of $35 million in 2019, as WWD reported).