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/

PROMO CODES: When you support our sponsors, you support the creation of Breaking Beauty Podcast!

Ritual

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Beyond Miracles

Try the at-home Cellstory system using code BEAUTY to receive 20% off your first Beyond Miracles order at beyond-miracles.com. Or, learn more about the professional service and find a provider.

Ouai

Don’t miss your chance to get-a-OUAI this holiday season. Go to theouai.com for 15% off sitewide when you enter promo code BEAUTY15.

Everyplate

Get a meal for $1.49, plus $1 steaks for life by going to EveryPlate.com/podcast and entering code: 49breakingbeauty. Subscription must be active to qualify and redeem $1 steak.

Macy’s

Macy’s is supporting Big Brothers Big Sisters now through December 24th. Give back and learn more at macys.com/purpose

*Disclaimer: Unless otherwise stated, all products reviewed are gratis media samples submitted for editorial consideration.*

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Theme song, used with permission: Cherry Bomb by Saya 

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