Sasha Plavsic, 33 Ilia Beauty
Creation myth: Plavsic, a Vancouver native who grew up with a holistic-oriented mother, wanted to make an organic version of her beloved cherry-tinted Labello lip balm. In 2011, she launched Ilia Pure Lip Care, six 85 percent certified-organic lip conditioners in a range of shades, from nude to rich burgundy—all encased in recycled-aluminum packaging.
Key ingredients: Jojoba oil, cocoa butter, vitamin E.
Recent developments: Plavsic has expanded with six lip glosses (right), two illuminators, and four mascaras, which contain a synthetic preservative—but Plavsic is working on creating a sugar-and-salt-based alternative.
Where to buy: Colette in Paris (colette.fr); ABC Carpet & Home (abchome.com)