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Vancouver-born Sasha Plavsic runs Ilia Beauty, a colour-cosmetics company that currently sells lipsticks, balms, illuminators and multitasking colour sticks for lip, cheeks and eyes. In 2011, she signed The Compact for Safe Cosmetics, which was created by an organization that fights for the global production of safe health and beauty products. Plavsic recently added mascara to the mix with four shades inspired by the sultry lashes of film noir heroines.
Ilia Mascara in Nightfall, $24, iliabeauty.com.