ILIA Cosmetics Officially Lands In The Middle East

In exciting news for beauty lovers across the Middle East, ILIA Beauty is now available at Sephora.ae and in 39 Sephora stores across the Gulf. The California-born brand known for pioneering clean, skin-centric makeup, has already taken Sephora North America by storm, and their leadership in clean formulations and high-performance products sets a new standard for beauty.

But ILIA isn’t just about flawless makeup – it’s about healthy skin too. Their formulas are packed with skin-loving ingredients, offering a unique experience that enhances beauty while protecting and nourishing. Fan favourites like the Super Skin Serum Tint SPF 30 (combining skincare with dewy coverage and sun protection) and the award-winning Limitless Lash Mascara are sure to be a hit. Plus, beauty enthusiasts will have access to viral best-sellers like the Lip Sketch Hydrating Crayon and the iconic Multi-Stick for a buildable wash of colour.

“It’s incredibly exciting to launch ILIA in the Middle East!” ILIA Founder Sasha Plavsic shared with GRAZIA in an exclusive interview. “I’m looking forward to seeing how our products resonate with Middle Eastern beauty lovers.”

Listen in as we find out everything you need to know about the iconic clean beauty brand.

What inspired ILIA?

The idea of ILIA came about in 2009, and the brand launched in 2011. It was created after a breakup when I turned 30 years old. My skin was always breaking out, and most products – even natural ones – often made it worse. There wasn’t a lot on the market at the time and “clean” didn’t exist until about 2015. So, I was looking to create a new type of makeup brand that challenged the ideals of conventional beauty by putting product performance first. The mission was to protect and revive the skin, and that would make your skin look and feel alive.

What makes ILIA different from other clean cosmetics brands?

ILIA is considered to be one of the first clean makeup brands in the US before the rise of clean beauty and we are the leading clean makeup brand in our key retailers in North America. The difference between ILIA and other clean cosmetics brands is the trust and quality found in our products. We have the best-selling mascara and foundation across all makeup, which has helped change the idea that clean makeup does not work as well as something conventional! Ultimately our goal is to make best-in-class products that improve your skin immediately and over time. We call it skincare-powered makeup, or makeup that makes your skin better.

Why do you think there’s so much confusion around the term “clean beauty”?

There’s no universal standard for what “clean” means, which leads to a lot of misinterpretation. Every brand defines it differently, and for consumers, that can be overwhelming. Clean beauty is still a relatively new concept, and I think the industry is figuring out what those standards should be. At ILIA, we believe not every natural ingredient is good for the skin, nor is every synthetic bad. It usually takes a combination of both to create a great product. Ultimately, the word clean should be changed to thoughtful. Many brands in this space take a thoughtful approach.

How do you see the term evolving?

Sustainability will see some huge leaps, especially in the packaging area, and lab-grown will be more favourable than an ingredient that is harvested because the planet can’t handle agriculture in the same way it used to. I believe there will be many changes ahead.

What’s the biggest challenge you face and how do you deal with it?

There are daily challenges that have come up for the past 15 years since ILIA’s inception. The biggest is when the lines of work and personal get blurred. Having two children and a husband is my priority, but with work, especially in the past during our earlier years, both areas suffered. Learning how to turn off work mode and turn on mom mode has been one of my bigger challenges because it’s more emotional.

What three products are always in your handbag?

I always carry our new Skin Rewind Complexion Stick for easy touch-ups on the go, our Limitless Lash Mascara because it lifts and lengthens without clumping and our new Lip Sketch Hydrating Lip Crayon for long-lasting colour. These are my go-to’s for a quick, natural look on the go.

Tell us something about ILIA that might surprise us…

One thing that surprises people is how much time we spend on product development. For example, our mascara took over two years to perfect and we tested over 100 wands before we landed on the final dual-sided wand we use for Limitless Lash Mascara. These days in a larger organisation some products take three years to develop.

What do you think will be the next big thing in clean cosmetics?

I think we will see more innovation in multifunctional products that blend skincare and makeup. Consumers want products to work harder, so things like our Super Serum Skin Tint, which offers skincare, SPF and light coverage, are becoming more popular. I also believe sustainability in packaging will continue to evolve—moving beyond just recyclable materials to truly circular systems.

How does it feel to be launching in the Middle East?

It’s incredibly exciting to launch ILIA in the Middle East! I’ve always admired the region’s emphasis on beauty and self-care—it’s such an important part of the culture. I think there’s a real appreciation here for high-quality, performance-driven products that are also mindful of health and sustainability, which aligns perfectly with what ILIA stands for. I’m looking forward to seeing how our products resonate with Middle Eastern beauty lovers.

What’s your biggest piece of advice for anyone wanting to start a beauty brand?

My advice would be to stay true to your vision and values and don’t be afraid to be patient. It’s easy to rush in and try to compete with big brands, but true success comes from authenticity. Take the time to get your products right and focus on what makes you unique.

Who is your ultimate beauty icon who you’d love to be a fan of ILIA?

I’ve always admired Cher. I admire her fashion career, her risk-taking throughout her career and her avant-gardism.

What’s your top beauty secret?

SPF every day! I believe in taking care of your skin first and foremost, which is why my mission at ILIA has been to protect and revive the skin. Hydrated and protected skin is the best canvas for any makeup look, so I focus on that first and keep the rest simple.

topics: makeup, Beauty, SKIN, CLEAN BEAUTY