Concept and Product Development for Ilia Beauty


Roseanna began consulting with ILIA Beauty during the brand’s launch in 2011. The company debuted with 6 tinted “lip conditioners”.  After the initial launch, ILIA’s product line grew to 40 SKUs in less than two years with a focus on lip care. Roseanna has been a key resource for this expansion, hired by the company to identify beauty market trends and propose colors for the growing collection of cosmetics. Roseanna’s reports have served as founder Sasha Plavsic’s beauty bible and a key resource for development across beauty categories.  

In 2012, Sasha and Roseanna launched a limited edition product collaboration. Roseanna had been inspired by a recent trip to India and Pakistan and saw how the western market had a current appetite for Indian textiles. In addition, she noticed that there was a growing interest in the reinvention of the color pink with women reclaiming the color as a symbol of strength. Many brands and products had started incorporating hot bubblegum pink (think Breast Cancer Awareness), but she was drawn to a blue-based hue that projected greater sophistication.

Based on all of this intel, Roseanna developed the unique lipstick shade, Pink Kashmir. The color was an immediate success, selling out rapidly, prompting the ILIA team to relaunch it multiple times with the same results. Due to its runaway popularity, the brand decided to make it a permanent color in the collection where, six years later, it continues to be a best-seller. Over that time, ILIA has positioned itself as an up and coming color cosmetic line that is now available in over 15 countries globally, including select retailers such as Harvey Nichols, Sephora, and Net-A-Porter.