The Eyes Have It – Ilia Mascara

Post by Thandie

Screen Shot 2014-02-06 at 12.25.14 copyMascara! How we love you! In any form; smudged morning eyes, perfect blinking doll, heavy goth, clumpy 60s, multi colored 80s, even streaked after a good laugh or cry. Where you go we follow, applauding with a chorus of wildly batting lashes. ILIA MASCARA.FULL

So it didn’t surprise me really when I came across the gorgeous Ilia brand in Vancouver this year. The founder Sasha Plavsic has concentrated her ethical expertise on hero products of mascara, lip color and multi-sticks. I was struck by how her organic, ethical brand easily competes in a market where healthful ingredients are a slow second to performance and sales. Sasha wasn’t willing to compromise – on performance, packaging or fashion forward colours. I caught up with Sasha and  asked her a few questions about why…

TN: Why was it important to formulate a clean mascara?

SP: (it) was really important in a selfish way – my eyes have always been extremely sensitive to all eye make up.

TN: So why did you focus on mascara in particular?

SP: When I started working with our chemist, there was lots to learn in all categories, but for mascara it’s a category on its own in the cosmetic world, and one of the most challenging to make organic and natural.

TN: What makes mascara potentially hazardous?

SP: Mascara tends to carry the highest water content in the color cosmetic family, and water naturally grows bacteria. The mascara wand goes from the eyelashes (bacteria catchers) back into a dark tube filled with water (bacteria environment).

TN: How do you deal with this problem?

SP: Up until 6 months ago we used the preservative phenoxyethanol in a low dose. People critisised the brand for using a synthetic but at that time it was our only option. In my mind it was more important to ensure bacteria didn’t grow than to add a very low grade synthetic preservative. In the past year we have worked on a salt/sugar based preservative and it’s been phenomenal. We also improved the component and wand to help pull more product. Our mascara is more glossy than dry which means it takes a couple of weeks of use (and exposure to air) to reach the perfect consistency.

 

ILIA MASCARA.800

Photo Billie Scheepers

 

 

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………So So- armed with new knowledge in our kit bag, we used Ilia‘s mascara for a recent ThandieKay shoot and we are LOVING THE RESULTS. We used ‘Nightfall’ and as you can see it defines, adds volume and gives a gorgeous natural finish. Coupled with the fact that the ingredients are so pure that if desperate, this elixir could double as a snack 😉

Ilia mascara and cosmetics are available in an ever growing number of outlets around the world. Check the website to find out a retailer near you. Clean, gorgeous lashes. Viva Ilia!

www.iliabeauty.com

Ilia is also available in the UK at BeautyMart Harvey Nichols & Boxpark in Shorditch beautymart.com

All photographs by the brilliant Billie Scheepers

Mali Bracelets by Steve Parkes at Orling & Wu Vancouver

Earrings Erickson Beamon

Nails Butter London in Cotton Bud

 

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