How can an indie brand break through the notoriously tough category of natural makeup? Get an insider’s take on how this entrepreneur started - well before the “birth of clean” - went from a single lip balm to scaling a SKIN POWERED makeup brand that has attracted the likes of Sephora and top tier investors. Founder Sasha Plavsic shares how ILIA continues to innovate, pushing the envelope on complex product challenges that labs initially thought would be impossible to create, and why the collision of natural and synthetics is the key to efficacy in clean beauty.