Meet Sasha Plavsic, founder of ILIA, which we're proud to welcome to Beautylish Boutiques! The expertly curated makeup line is well-loved for its healthy formulas—made with USDA-certified organic ingredients, are gluten- and dairy-free, and never tested on animals. But what really caught our attention were the flattering lip colors, the result of Plavsic's meticulous market research. She set out to create the most universal version of the most-loved lipstick shades (red, coral, berry, neutral), and made those a reality in both opaque her Lipsticks (which are more opaque) and the sheerer Tinted Lip Conditioners. Here, Plavsic sat down with us for an exclusive chat about everything from her original inspirations to sugar- vs. salt-based preservatives to the ILIA ethos. Watch, learn, and then shop the collection!