Sasha Plavsic on Ilia’s Content Edge

One can’t help but notice Ilia Beauty’s digital content — how it is aspirational, soothing, and relatable all at once. Shared across the brand’s social platforms, including Instagram, Facebook, TikTok, and its in-house e-commerce pages — Ilia’s content is defined by soft color palettes, ASMR close-ups of pliable textures, relaxing background music, and smiling women of all ages applying clean beauty formulas with ease.