Asha Plavsic, the visionary founder of ILIA Beauty, has made a mark in the beauty industry by merging skincare with makeup. With a passion for simplicity, transparency, and high performance, she’s redefined clean beauty. Here, Asha shares her go-to beauty products, wellness rituals, and what continues to inspire her in the world of beauty and wellness.
The Birth of ILIA
As someone who struggled with sensitive, acne-prone skin for most of her life, Asha found that traditional skincare and makeup only made things worse. This frustration sparked the idea for ILIA. Her goal was clear: to create beauty products that not only look appealing but actively work to improve skin health.
Must-Have Products
Asha always keeps a few essentials in her bag. Her first must-have is the Limitless Lash Mascara, which she loves for its ability to lift and lengthen without flaking. “It’s one of our most accessible products, and that makes it extra special,” she says. The Super Serum Skin Tint is another favorite. It combines skincare, mineral SPF, and makeup, all in one. Designed with sensitive skin in mind, it helps reduce redness and inflammation over time.
Embracing Multifunctional Products
Asha is particularly excited about the rise of multifunctional products that combine skincare and makeup. “People are looking for more efficiency without sacrificing quality. That’s precisely what our Super Serum Skin Tint provides. It’s not just about coverage—it’s about ingredients that work,” she shares.
Her Skincare Rituals
Asha believes in keeping skincare minimal yet effective. She starts with The Cleanse to remove makeup and impurities, followed by Face Milk for hydration and calming redness. Barrier Build is her go-to for skin repair, especially while traveling. She also swears by Bright Start Eye Cream, which contains plant-based retinol to smooth fine lines.
Wellness Rituals and Treatments
Asha is an advocate for regular microneedling, a treatment she’s been using for years to refine skin texture. She also uses the NuFACE microcurrent device, which lifts and sculpts the face. When it comes to facials, she loves visiting Formula Fig in Vancouver for express treatments, and she recommends the microcurrent facials at Pendry Hotel in Newport Beach for a complete reset.
Her wellness routine extends beyond beauty treatments—Asha enjoys discovering natural scents, with Molecule 01 by Escentric Molecules being her go-to fragrance for the past two decades. “It’s pheromone-based, so not everyone can smell it, which I find unique,” she says. She also loves Bodha, a natural fragrance brand from LA known for its calming scents.
Beauty Shopping & Product Discoveries
Asha’s beauty shopping often happens at Sephora, where the open-sell environment allows her to discover new products. Recently, she’s fallen in love with Roz, a new haircare line available at Sephora USA. “Their Milk Serum and finishing products are lightweight and effective,” Asha adds.
Her travel essentials include Roz minis, perfect for on-the-go, and Bodha’s Calm Ritual Oil, which grounds her during her travels. For relaxation, she swears by Saje bath salts and Eberjey silk sleep sets, which make her bedtime feel more luxurious.
Fitness & Relaxation
When it comes to fitness, Asha’s go-to is megaformer Pilates, a practice she’s been dedicated to for two years. For deep relaxation, she loves visiting Aman Spas, known for their luxurious and restorative treatments. She’s also tried Watsu at the One&Only Mandarina in Mexico, which she describes as deeply restorative and unlike any treatment she’s experienced before.
Inspiration from Nature
Asha draws inspiration from nature’s simplicity—beaches, forests, and mountains. These landscapes influence not only her personal life but also the ethos of ILIA. “My travels always take me outdoors. Whether it’s California’s beaches or British Columbia’s wilderness, these experiences shape the way I approach beauty—simple, natural, and harmonious with the skin,” she says.
Her favorite spots reflect this love for simplicity and culture. In Vancouver, it’s Isetta; in LA, Farmshop at the Brentwood Country Mart; and in Dubai, she recommends Comptoir 102, a place that captures the warmth and charm of the city.
