In founding clean skin-centric beauty line Ilia ten years ago, Sasha Plavsic was way ahead of the industry in what would become known as “clean beauty.” The brand began with a lip balm that was safe, effective, and natural and has since expanded into a full range of complexion formulas that consistently win beauty awards and put the brand in the top three growing brands at Sephora. But before Plavsic set out to create the change she wanted to see in the industry, she worked in branding for an eyewear retailer, an aromatherapy company, Saje Natural Wellness, and Urban Decay. On this episode, find out how Plavsic made the leap to start her own brand and how she continues to push the beauty industry forward.