Brand profile · Germany
iliabeauty Revenue, search volume and competitors 2026
AcquiredUS clean beauty brand (2011) with skincare-based make-up, majority-acquired by the Clarins owner family in 2022, sold in Germany at Douglas.
Fact sheet
- Founded
- 2011
- Founders
- Sasha Plavsic, Zachary Plavsic
- Headquarters
- Los Angeles
- Die Höhle der Löwen (German TV show)
- Did not appear
- Funding
- Venture capital backed
- Investors
- Sandbridge Capital, Silas Capital, Famille C (Courtin-Clarins)
- Funding rounds
- 2018: Series A; 2020: Series B; 2022: Mehrheitsübernahme, nicht veröffentlicht
Background and milestones
Sasha Plavsic returned to Vancouver at age 30 looking for a career change. According to Glossy she came across questionable ingredients in cosmetics and developed her first product, a lipstick, herself.
- 2011
ILIA founded by Sasha Plavsic.
- 2019
Launch of the Super Serum Skin Tint, later sold over one million times.
- 2020
Series B in January, following a first round in 2018 according to Glossy.
- 2022
Majority acquisition by Famille C announced on 1 Feb 2022.
SWOT analysis of iliabeauty
Editorial assessment based on the sources listed and the radar data.
Strengths
- According to Sandbridge, revenue grew from 30 million US dollars (2019) to 100 million US dollars (2021).
- With Famille C, the owner family of Clarins stands behind it as majority investor.
Weaknesses
- The brand's presence in Germany depends on retailers such as Douglas and Sephora.de.
- Demand is low in Germany at 590 brand searches per month.
Opportunities
- The listing at Douglas and Sephora.de opens the German prestige cosmetics retail.
- The clean beauty niche offers growth among customers with sensitive skin.
Threats
- Strong competition from other clean and prestige make-up brands in selective retail.
- Dependence on retailer terms at Douglas and Sephora.
What is behind the demand?
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Sources
Frequently asked questions about iliabeauty
How much revenue does iliabeauty make?
iliabeauty generated around 100 million US-Dollar in revenue in 2021 (documented in annual reports or registers). The full revenue history and a model estimate of organic revenue (brand vs. non-brand) are in the brand profile after login.
Who founded iliabeauty?
iliabeauty was founded in 2011 by Sasha Plavsic and Zachary Plavsic. The company is based in Los Angeles.
Was iliabeauty on Die Höhle der Löwen?
No, iliabeauty did not appear on the German TV show Die Höhle der Löwen.
Is iliabeauty backed by venture capital?
Yes, iliabeauty is backed by venture capital. Investors include Sandbridge Capital, Silas Capital and Famille C (Courtin-Clarins). Known funding rounds: 2018: Series A; 2020: Series B; 2022: Mehrheitsübernahme, nicht veröffentlicht.
How much does iliabeauty spend on marketing?
iliabeauty does not publish its ad budgets. What can be measured is how much demand the brand creates: brand searches show whether social media, ads and word of mouth are working. The higher that share, the less iliabeauty has to pay for each visit.
How much revenue does iliabeauty make through Google?
The model estimate combines brand searches and organic traffic of iliabeauty with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know iliabeauty) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of iliabeauty be worth as a Google Ads budget?
Every organic click replaces a paid one. Organic clicks times the keywords' cost per click gives the equivalent ad budget. The brand profile shows the organic traffic and ranking keywords of iliabeauty after login.
How do I find out the SEO revenue of my own website?
With your free Visibly account, which also works on antonioblago.com, you connect Google Search Console and see which keywords and pages bring you clicks, split into brand and non-brand. That lets you run the same numbers for your own domain as shown here for iliabeauty.
Want to make your own brand this visible?
In the sparring we review SEO, GEO and marketing together on a regular basis; for a market launch there is go-to-market.