ILIA is committed to creating the purest products, each containing up to 85% organic bioactive ingredients, and packaging using recycled aluminium and glass, the outer packaging printed in vegetable dyes, and the use of paper obtained in accordance with environmental regulations. Most notably, the brand has also set up a recycling program to encourage consumers to recycle used makeup bottles and cans and dispose of them properly, ensuring that the bottles and cans do not end up in landfills.
Founder Sasha Plavsic believes that not every natural ingredient is good for the skin; Not all artificial ingredients are bad, and truly effective products often require a perfectly balanced combination of the two. Perfect makeup, high efficiency, safety and no burden are the core values of ILIA.
At the beginning of its establishment, ILIA brand has passed the USDA standard certification of the most authoritative organic certification body of the United States Department of Agriculture, and even when many brands of lipstick were exposed to lead, ILIA can still stand alone and is listed as one of the world's lead-free natural organic makeup brands. Some beauty websites list it as one of the safest products to use during pregnancy, while others list it as one of the best natural beauty brands.