Ilia Beauty, a trailblazer in the “clean” makeup and skincare category, is set to strengthen its foothold with the launch of its latest product, the Overglaze Hydrating Lip Gloss, priced at $26. Founded by Sasha Plavsic in 2011, the brand was acquired by the Courtin-Clarins family’s holding company, Famille C, in 2022. This new lip gloss is making its debut on Ilia’s website before arriving at retail giants Sephora and Ulta Beauty. With lip products gaining traction, Ilia aims to reclaim its position in this key segment, particularly as its Lip Sketch lip crayon has seen a remarkable sales frequency—one sells every 45 seconds. The brand, which recently reached an impressive $200 million in revenue for 2024, is poised to double that figure over the next five years.
In a discussion about the brand’s offerings, Plavsic emphasized the importance of products like their eyeshadows, skin tints, and mascaras, all top sellers in their categories. She expressed confidence in Ilia’s strength in complexion and mascara products, which tend to foster loyal customer bases. However, the lip category, which initially made up 60% of the brand’s early business, dwindled to just 2% of sales due to a lack of focus. Recognizing the need for revitalization, Plavsic is determined to rebuild and recapture market share in the lip category where Ilia once thrived.
The new Overglaze Hydrating Lip Gloss is designed to complement Ilia’s Lip Sketch offering. Plavsic insists on creating a product that not only meets high standards of quality but also enhances the overall experience of wearing gloss. She believes that a well-formulated gloss—particularly one that marries beautifully with their lip crayon—can elevate customer satisfaction. This strategy speaks to Ilia’s commitment to crafting versatile beauty products that cater to various skin types and preferences.
Ilia’s customer demographic is largely composed of individuals aged 35 to 45, yet there is a notable multi-generational appeal that goes beyond just age. Plavsic highlights that many parents, particularly mothers around her age, actively introduce clean beauty products to their children. This family-oriented approach fosters a sense of trust across different age groups. Ilia’s products are designed with this intergenerational dynamic in mind, ensuring they are suitable for a range of skin types and beauty needs.
The brand’s strategic priorities include expanding deeper into existing international markets while exploring new opportunities for growth. With new CEO Paul Schiraldi—formerly of Murad—at the helm, Ilia is making critical business decisions around market expansion, having recently opened locations in Ulta and focusing on the U.K. market. These choices indicate a strong intention to broaden their footprint in the clean beauty industry and appeal to a wider audience.
Consumer perceptions of clean beauty have evolved since Ilia’s inception, but Plavsic believes their core proposition continues to resonate. Competing not only with similar clean brands but also with mainstream cosmetics, Ilia’s mascara has achieved notable success in various beauty stores, asserting its effectiveness beyond the clean category. The key, Plavsic argues, lies in the quality and performance of their products, fostering an authentic connection with customers that keeps them coming back for more. This commitment to quality, alongside strategic market growth initiatives, positions Ilia for sustained success in the competitive beauty landscape.