Ilia Beauty founder Sasha Plasvic discusses life after being acquired by Courtin-Clarins' Famille C, and how skin care-makeup brand is charging growth.
It’s a trait that kicked in during a preliminary, pandemic-era meeting with the Courtin-Clarins’ family holding company, Famille C — which went on to, and it was something I’d certainly never done before,” continued Plasvic at WWD’s Los Angeles Beauty Forum in conversation with Booth Moore, WWD’s West Coast executive editor. “I hoped they would be a match and I felt they would be a match and they were — but they could not have been.”came at a momentous time for Los Angeles-based Ilia.
“Clarins specifically — they went country-by-country; they’d go for five years, let’s say, to Australia, maybe be in debt for three of those years to build the brand, and then in the fifth become profitable,” said Plasvic, who has expanded Ilia to Canada, France, the U.K., and New Zealand and Australia. “Learning from them — understanding where they had wins, where they had losses and understanding that step-by-step — is another alignment we find very comforting.
Another reaffirming moment in the partnership was when a wide-scale production issue led to millions of defective products last year, and Clarins agreed to postpone what was supposed to be one of Ilia’s biggest launches, rather than bringing a potentially problematic run of products to market.
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