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