ILIA Beauty

Brand Writing + Editorial Direction

I was enlisted by ILIA’s founder, Sasha Plavsic, to craft much of the brand’s foundational language—including their tagline, Sephora in-store messaging, “Our Mission” page, brand book, and overarching tone of voice guide.

For the tagline, I was tasked with coming up with a snappy, ownable line that would stand out in the crowded space of Sephora, and set them apart as pioneers of the clean beauty category. I came up with “Clean, skin-centric beauty,” which they went on to trademark. In the “Our Mission” section, I articulated the thoughtful brand’s values with warmth, wit, and clarity.

In addition to writing, I also spent several months as a consulting Editorial Director—guiding their in-house writers and social media team through the implementation of the new tone of voice across channels.