When is the bravest move as a founder to step back instead of push harder? In this episode, ILIA cosmetics founder, Sasha Plavsic, shares how letting go of the CEO role became the key to truly scaling the brand and what that decision revealed about growth, control, and identity as a founder.
We go behind the scenes of ILIA’s journey from early experiments in “clean beauty” to becoming one of the most recognisable brands in the category. Sasha opens up about the unglamorous realities of building a beauty business, the emotional cost of growth, and what it actually looks like to hand over the reins to someone else.
In this episode, we cover:
If you’re a founder, entrepreneur or brand builder who’s ever wondered whether holding on is secretly holding you back, this conversation is for you.
We Are Ladies Who Launch!
CHAPTERS
00:00 Introduction to Sasha Plasik and ILIA Beauty
05:17 School Years and Early Career Aspirations
11:24 The Birth of ILIA Beauty
19:14 Early Business Challenges and Breakthroughs
26:10 Scaling Challenges and Operational Growth
32:49 Balancing Personal Life and Business
35:24 Selling ILIA Beauty
37:03 Bringing In a CEO
44:16 Future Plans and Product Development
46:31 Rapid Fire Questions
56:11 Final Thoughts and Advice for Entrepreneurs
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