ILIA Beauty expands its skincare offerings with an eye cream derived from recycled and plant-based materials. ILIA inventor Sasha Plavsic has always placed a high priority on skincare in her cosmetic formulations, contending that it forms the cornerstone of a healthy, understated appearance. She claims that skincare and makeup are viewed as one.
Sea fennel extract, a plant-based retinol substitute, is combined with avocado extract, caffeine, peptides, and light-reflecting pearl in the Bright Start Activated Eye Cream, which makes its debut today. This eye cream can be used safely during the day, unlike other retinols, which should not be used before going outside in the sun.
“I discovered that a lot of eye lotions didn’t penetrate my skin. They merely sort of sat there, claims Plavsic. Or, if they did go under my skin, my concealer didn’t like them. Therefore, I developed Bright Start Activated Eye Cream to accomplish a few goals: easily enter into the face, brighten, work well with concealer, and gradually reduce fine lines and wrinkles. We should give ourselves more of a priority, and the packaging with the cooling ceramic applicator helps develop rituals and moments for ourselves.
She continues, “As a company that is constantly considering sustainability, the eye cream includes a straightforward addition that reduces waste. The avocado oil industry’s zero-waste byproduct is ILIA’s Upcycled Avocado Extract. Our nutrient-rich ingredient is extracted from the remaining avocado peel, pulp, and seed after the fruit has been pressed for its oil so that the entire fruit is utilised.
Additionally the sea fennel extract is gathered ethically on the French coast. In fact, Plavsic and her team began developing this cream almost two years ago, but it took some time to get the proper packaging, sourcing, and feel.
ILIA has advocated for recycling and reducing plastic waste. In actuality, the majority of ILIA’s products come in simple, paper-based packaging that is simple to recycle. According to Plavsic, their collaboration with PACT collective will primarily be used to recycle the tubes and bottles themselves.
Three easy steps may be taken to recycle Bright Start packaging, according to the spokesperson: cut open the tube, rinse out any remaining product, twist off the ceramic tip, and recycle all components through PACT Collective on ILIABeauty.com. “The majority of consumers are unaware of the nuances of recycling, and everyone is contributing in some way to a greater movement. ILIA is the main donor to PACT and has contributed 30% of the materials that have been gathered.
ILIA, which Sasha founded in her garage at her family’s home, has grown into a $100 million brand over the past ten years, but its mission has remained the same, according to Sasha: to challenge the clean beauty norms through innovation made to support and enhance skin, with highly researched, top-of-the-line quality ingredient combinations and feel-good formulas.
Will there now be more skincare products available in the future? Yes. Plavsic is passionate about good skin in addition to makeup, and she adheres to the “less is more” principle when it comes to her own makeup style. Therefore, adding more skincare products to the brand is only natural.
Additionally, the eye cream does more than just make the region appear brighter. The cooling ceramic tip, which also functions as a massage tool, makes Bright Start Activated Eye Cream especially effective as part of your morning routine for a moment of quiet as you start your day before the turmoil of life explodes, she adds. It compels me to pause for a moment before rushing the girls out the door to get ready for school.
This product, which Plavsic developed out of necessity, has the potential to revolutionise the cosmetics industry because it is environmentally friendly, recyclable, and offers a more effective method of skincare.