One to watch: Ilia Beauty’s plan to take the UK beauty market by storm

By Alessandro Carrara | Published: 12-Oct-2022 Alessandro Carrara
Retail

As Sephora makes its grand return to the UK, US make-up brand Ilia Beauty is also making its British debut via the retailer

You need to be a subscriber to read this article.
Click here to find out more.
One to watch: Ilia Beauty’s plan to take the UK beauty market by storm

Ilia Beauty was founded by Sasha Plasvic in 2011

Ilia Beauty was founded by Sasha Plasvic in 2011

After seeing major financial and brand success in the US, cosmetics brand Ilia Beauty has expanded its operations into the UK.

Selling its products via Sephora, who made its long awaited return to the UK in October, the brand is hoping to take the British beauty market by storm. 

Cosmetics Business sat down with founder Sasha Plavsic to learn more.

Not yet a Subscriber?

This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.

Subscribe now Already a subscriber? Sign in here.
  • Companies:
  • Ilia Beauty
See more

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Finance
Sephora UK MD on 2027 expansion plans and the M&S store partnership: ‘Now we want proximity’

Sephora UK MD on 2027 expansion plans and the M&S store partnership: ‘Now we want proximity’

Read more
Hot off hosting its beauty festival, Sephoria, in the UK for the first time, UK MD Sarah Boyd reveals the retailer’s 2027 expansion plans for the region, including a third boutique, more large-format stores, and what Sephora’s upcoming shop-in-shop concept with British multinational retailer Marks & Spencer (M&S) will actually entail

Trending Articles

  1. Olive Young to open five more US stores in significant K-beauty expansion K-Beauty retailer Olive Young’s new US stores will be located across Greater Los Angeles and San Diego, with plans to complete construction on all five sites in the first half of 2027
  2. Live shopping is boosting beauty, converting digital discovery to in-store sales Data from TikTok Shop UK has revealed how live shopping streams are pushing consumers to return to the high street and shop in-store, with the beauty category among the strongest performers
  3. Ulta Beauty unveils star-studded holiday campaign with Selena Gomez and Tate McRae Ulta Beauty’s 2026 festive campaign has arrived, featuring a star studded cast including beauty brand founders Selena Gomez, Tate McRae and Tracee Ellis Ross,
  4. You need to be a subscriber to read this article.
    Click here to find out more.
    Phlur opens festive pop-up with Space NK to ‘build’ hype around Heavy Cream franchise Phlur has teamed up with the UK beauty retailer on a festive activation to promote the masstige fragrance brand’s new Heavy Cream Eau de Parfum and Heavy Cream Body Butter, alongside Space NK exclusive Cashmere Frost Hair & Body Mist
  5. Cardi B brings Grow-Good Beauty to Canada Rapper Cardi B’s hair care brand, Grow-Good Beauty, launches direct to consumers in Canada, marking the ‘next chapter’ in the Dominican-inspired brand’s growth

Upcoming event

Hair Care Trends for 2027

3 December and 10 December 2026 | Virtual See all

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Finance
Sephora UK MD on 2027 expansion plans and the M&S store partnership: ‘Now we want proximity’

Sephora UK MD on 2027 expansion plans and the M&S store partnership: ‘Now we want proximity’

Hot off hosting its beauty festival, Sephoria, in the UK for the first time, UK MD Sarah Boyd reveals the retailer’s 2027 expansion plans for the region, including a third boutique, more large-format stores, and what Sephora’s upcoming shop-in-shop concept with British multinational retailer Marks & Spencer (M&S) will actually entail
Retail
Sephora closes stores in France amid riots

Sephora closes stores in France amid riots

After demonstrations in France turned violent, Sephora closed stores to keep staff safe, the LVMH-owned retailer’s President of Europe and Middle East, Catherine Spindler, said
Retail
Cosmetics Business review: what we learned at Sephora's UK beauty festival Sephoria

Cosmetics Business review: what we learned at Sephora's UK beauty festival Sephoria

Team Cosmetics Business was on the ground at the LVMH-owned retailer’s Sephoria beauty festival this weekend, which took place in the UK for the very first time. Read our review of Sephora’s large-scale experience and what we think it offered beauty lovers
Fragrance
LVMH’s Q3 2026 beauty growth led by Sephora, Parfums Christian Dior and Guerlain

LVMH’s Q3 2026 beauty growth led by Sephora, Parfums Christian Dior and Guerlain

LVMH’s beauty retailer Sephora experienced strong growth during Q3 2026, with momentum across geographies and brands, including from exclusive launches such as Hailey Bieber’s Rhode, which entered its  European stores
Colour Cosmetics
Tower 28 to host first-ever pop-up with Sephora to celebrate its community

Tower 28 to host first-ever pop-up with Sephora to celebrate its community

The beauty brand by Amy Liu is hosting beach-themed pop-up, Sensitive Club, in Venice, California, this month, claiming to be a ‘love letter’ to its fans and ‘an exercise in community-building’
Finance
Sephora partners with M&S to launch new UK beauty destination, Sephora at M&S

Sephora partners with M&S to launch new UK beauty destination, Sephora at M&S

The LVMH-owned beauty retailer is teaming up with the British supermarket chain to open a new beauty destination, Sephora at M&S, in 2027, which will merge Sephora’s expertise and brand relationships with Marks & Spencer's (M&S) national presence and omnichannel platform
You need to be a subscriber to read this article.
Click here to find out more.
Analysis
Beauty retailers are racing to TikTok Shop – can Sephora and Ulta Beauty succeed in social commerce?

Beauty retailers are racing to TikTok Shop – can Sephora and Ulta Beauty succeed in social commerce?

Major beauty retailers are making the move to join TikTok Shop and grab a piece of the platform’s US$4.4 billion in sales. Experts weigh in on their approach, plus the risks and rewards ahead
Subscribe now