Although Plavsic doesn’t see Ilia as a category-inventing brand (she paid homage to BareMinerals and Jane Iredale for their work in the clean makeup space), she does recognize that she was early to arrive. “At least in today’s era, we were one of the first breakout brands to do that,” she said. Today, Plavsic still heads up product development and branding, which she plans to keep driving as the brand eyes international markets.
Although Plavsic doesn’t see Ilia as a category-inventing brand (she paid homage to BareMinerals and Jane Iredale for their work in the clean makeup space), she does recognize that she was early to arrive. “At least in today’s era, we were one of the first breakout brands to do that,” she said. Today, Plavsic still heads up product development and branding, which she plans to keep driving as the brand eyes international markets.
Although Plavsic doesn’t see Ilia as a category-inventing brand (she paid homage to BareMinerals and Jane Iredale for their work in the clean makeup space), she does recognize that she was early to arrive. “At least in today’s era, we were one of the first breakout brands to do that,” she said. Today, Plavsic still heads up product development and branding, which she plans to keep driving as the brand eyes international markets.