Eco Tales: Stories Behind the Brands - Interview with Lilia, founder of LILIXIR.
inspiring stories | eco-responsible tips
March 2025
"Launching a sustainable brand during the COVID era was an intense challenge. Instead of seeing it as a setback, I used the time to refine my formulas, strengthen my sustainability strategy, and connect with my future customers."
Lilia Ivanov’s journey into the world of skincare wasn’t conventional. With a background in investment banking and IT architecture, she carved an unexpected yet deeply intentional path toward sustainable, plant-based beauty. As the founder of LILIXIR, a brand built on the principles of innovation, ethical sourcing, and minimalism, Lilia is redefining luxury skincare—one consciously crafted bottle at a time.
What makes LILIXIR stand out isn’t just the high-performance botanical formulations but the unwavering commitment to sustainability at every stage of production. From sourcing organic, cruelty-free ingredients to designing minimalist, recyclable packaging, Lilia’s vision extends far beyond skincare—it’s about shaping a more conscious beauty industry.
The Ageless Rejuvenating Day & Night Serum - © LILIXIR
But like any bold entrepreneurial journey, building LILIXIR came with its share of challenges. From navigating supply chain disruptions during the pandemic to refining the brand’s sustainable strategy, Lilia’s resilience and passion have turned setbacks into stepping stones for growth.
Through our collaboration at GT Studio, we translated LILIXIR’s mission into branding and packaging that not only reflects the purity of the products but also enhances the customer experience. In this Eco Tale, Lilia shares her story—her wins, struggles, and the lessons that continue to drive her forward.
Behind the Brand
Lilia, I'm so excited to chat with you. For those who don’t know you yet, could you tell us a bit about yourself and what you do?
Hi, I’m thrilled to be part of this series and to share my journey with you! I’m Lilia Ivanov, the founder of LILIXIR, a premium, sustainable skincare brand dedicated to redefining beauty through nature, science, and ethical innovation. My background is quite diverse—I have experience in investment banking and IT architecture, which has given me a unique perspective on problem-solving, efficiency, and long-term vision. However, my passion for sustainability and wellness led me to create LILIXIR, where I combine my analytical mindset with my love for natural skincare.
Lilia Ivanov, founder and formulator of LILIXIR - © LILIXIR
To ensure that our formulations are both highly effective and safe, I’ve undergone extensive training in organic cosmetic science, natural skincare formulations, cosmetic stability testing and preservation, as well as beauty brand management. This education, combined with years of hands-on experience in product development, allows me to craft advanced plant-based skincare that prioritizes skin health while maintaining an eco-conscious approach.
At LILIXIR, we create 100% plant-based, organic formulations designed to nurture the skin while minimizing our ecological footprint. Every product is a blend of carefully selected botanical extracts, housed in minimalistic, recyclable packaging. Beyond creating effective skincare, my mission is to inspire people to make conscious choices—ones that benefit both their skin and the planet.
The spark of LILIXIR
What sparked the dream of LILIXIR? Was there a moment when you just knew this was what you wanted to create?
The dream of LILIXIR was sparked by my own personal skincare journey while working in IT. Spending long hours in front of a computer every day, I started to notice the effects of blue light on my skin—dullness, dryness, and early signs of fatigue. This led me to search for effective, natural solutions, but I struggled to find products that were both high-performing and sustainable.
The Ageless Rejuvenating Night Serum - © LILIXIR
Determined to take matters into my own hands, I began studying skincare formulation, initially just to create products for myself. As I tested and refined my formulas, I saw incredible results—my skin felt more resilient, hydrated, and balanced. That was my aha! moment. I realized that if my products could make such a difference for me, they could help so many other peopl facing similar challenges.
This passion quickly evolved into a mission: to share my formulations with the world in a way that not only delivers visible results but also respects the planet. That’s how LILIXIR was born—a brand that merges premium skincare with sustainability, offering plant-based, high-performance solutions for modern skin concerns.
"Spending long hours in front of a computer, I noticed the effects of blue light on my skin—dullness, dryness, and early signs of fatigue. I searched for solutions but struggled to find products that were both high-performing and sustainable. That’s when I started formulating my own, and I realized that if these products could make such a difference for me, they could help so many others."
The journey of every brand is filled with ups and downs. Could you share one of those roller-coaster moments and how you navigated through it?
One of the biggest roller-coaster moments in my journey with LILIXIR happened during the COVID era. I had everything planned—the formulations were perfected, the branding was ready, and I was eager to bring my vision to life. But then, the global supply chain crisis hit!
The materials I needed to launch—ingredients, packaging, and even lab equipment—were delayed for months. Each time I thought I was getting closer, another setback would arise. What was supposed to be an exciting launch turned into a year-long wait, filled with uncertainty and frustration.
The Ageless Rejuvenating Day Serum - © LILIXIR
Navigating through this period required patience, adaptability, and a lot of problem-solving. Instead of letting the delays discourage me, I used that time to refine my formulas even further, strengthen my sustainability strategy, and build deeper connections with my future customers. Looking back, it was a difficult yet valuable experience that reinforced my resilience and commitment to creating a brand that truly stands for quality and sustainability.
When LILIXIR finally launched, it was even stronger than I had initially envisioned. This experience taught me that setbacks can sometimes be blessings in disguise—pushing us to grow, innovate, and refine our mission.
"Launching a sustainable brand during the COVID era was an intense challenge. Looking back, it was a period of growth rather than delay."
Sustainable Essence
Sharing a focus on sustainability and building a mission-driven business is something very close to my heart. I’m elated to have your perspective on this. To start, I’d love to hear what sustainability in business means to you.
For me, sustainability in business goes beyond just using eco-friendly materials or reducing waste—it’s about creating a brand that is responsible, ethical, and mindful at every level. At LILIXIR, sustainability means making decisions that respect both people and the planet, from sourcing high-quality plant-based ingredients to using minimal, recyclable packaging and ensuring that every step of our production process aligns with our values.
Sustainability also means longevity—building something that isn’t just trendy but truly impactful for the long run. It’s about crafting formulations that are not only effective but also safe, ethical, and beneficial for both our skin and the environment. It’s about transparency, educating consumers, and encouraging conscious choices rather than just selling a product.
Ultimately, I believe that sustainability is a commitment—a continuous effort to innovate, improve, and make a real difference. It’s not always the easiest path, but it’s the most rewarding one, and it’s at the heart of everything we do at LILIXIR.
The Ageless Rejuvenating Day Serum - © LILIXIR
Making a positive impact is what LILIXIR strives for. How do you define success for LILIXIR, especially when it comes to sustainability and making a difference?
For LILIXIR, success is not just about sales or growth—it’s about the positive impact we create. I define success by the way our products contribute to healthier skin, a healthier planet, and a more conscious beauty industry.
When it comes to sustainability, success means continuously improving our practices—sourcing ingredients responsibly, minimizing waste, using recyclable and FSC-certified packaging, and ensuring that every decision aligns with our commitment to the environment. It’s about creating high-performance skincare without compromising the planet’s well-being.
Beyond sustainability, making a difference also means educating and inspiring our community. If LILIXIR can help people make more conscious skincare choices, appreciate the power of plant-based formulations, and shift towards a more sustainable lifestyle, then we are achieving our mission.
"For LILIXIR, success isn’t just about sales or growth—it’s about impact. It means crafting skincare that enhances skin health while respecting the planet, using packaging that minimizes waste, and educating customers to make more conscious beauty choices. "
Ultimately, success for LILIXIR is measured by the trust and loyalty of our customers, the impact we have on the industry, and the legacy we build as a brand that values authenticity, sustainability, and innovation.
The Ageless Rejuvenating Night Serum - © LILIXIR
The Ageless Rejuvenating Day Serum - © LILIXIR
Diving into the heart of your products, could you tell us more about the sustainable practices that are non-negotiables for LILIXIR? How do you maintain this commitment in every product you create?
Here are several non-negotiable practices that guide every product we create.
100% Plant-Based
We carefully select high-performance botanical ingredients that are organic, cruelty-free, and ethically sourced. Every formulation is free from synthetic fillers, microplastics, and harmful chemicals, ensuring that what touches your skin is both safe and effective.Minimalist & Recyclable Packaging
Our packaging is designed with sustainability in mind. We use glass bottles, FSC-certified paper, and biodegradable or recyclable materials wherever possible. Even small details, like our commitment to minimal plastic use, are intentional steps toward reducing waste.Conscious Manufacturing
LILIXIR products are handcrafted in small batches in our Montreal-based lab. This ensures freshness, reduces overproduction, and minimizes our environmental footprint. We also prioritize responsible sourcing of ingredients to maintain the highest ethical standards.Inclusivity & Accessibility
Sustainability isn’t just about the environment—it’s also about making responsible beauty accessible. We incorporate Braille on our packaging to support visually impaired customers and focus on education to help people make informed, conscious choices.Sustainability
Beyond products, we support reforestation efforts, minimize carbon emissions in our supply chain, and continually refine our processes to be even more sustainable. Sustainability isn’t just a trend for us—it’s a responsibility.
By maintaining these commitments, every LILIXIR product is a step toward a more ethical, conscious beauty industry.
The Ageless Rejuvenating Day Serum - © LILIXIR
The Gua Sha - © LILIXIR
The Ageless Rejuvenating Night Serum - © LILIXIR
Design and Eco-Consciousness
Choosing to work with me for your branding and sustainable packaging needs was a big decision. What made my studio stand out for you?
Choosing to work with you for LILIXIR’s branding and packaging was one of the best decisions I made for the brand. From the very beginning, I was drawn to your deep understanding of sustainability—not just as a concept, but as a design philosophy woven into every aspect of your work.
What truly made GT Studio stand out was the perfect balance between aesthetics and ethics. I wanted LILIXIR to have a minimalist yet luxurious identity, one that reflected both the purity of our formulations and our commitment to sustainability. Your ability to translate these values into thoughtful, eco-conscious packaging and branding was exactly what I was looking for.
Beyond design, I appreciated your attention to detail, strategic mindset, and dedication to reducing environmental impact. Every material choice, every design element, and every packaging solution was carefully considered—not just for beauty, but for a seamless customer experience.
Collaborating with GT Studio was more than just a design project; it was a shared mission to create a brand that stands out for quality, authenticity, and a greener future. I'm incredibly grateful for this partnership and how it has helped shape LILIXIR into what it is today.
Close-up of The Ageless Rejuvenating Day Serum packaging design - © LILIXIR
Since launching your branding and packaging, what impact have you noticed? How have your customers responded to the brand’s look and feel?
Since unveiling our branding and packaging, I’ve seen exactly the impact I was hoping for. Customers have consistently commented on how beautiful our bottles are, and the overall aesthetic of our products. The minimalist yet luxurious design has really resonated with them, creating a sense of sophistication and elegance while also reflecting our commitment to sustainability.
It’s been incredibly rewarding to hear that people not only appreciate the effectiveness of our products but also feel drawn to the visual identity we’ve created. The packaging has become a key part of the LILIXIR experience, and it’s great to see how much it enhances our customers' connection to the brand.
"What made GT Studio stand out was the perfect balance between aesthetics and ethics. I wanted LILIXIR to feel minimalist yet luxurious, and Giada’s approach to sustainable design brought that vision to life. Every decision—from material selection to design details—was guided by both beauty and sustainability."
The Gua Sha - © LILIXIR
Our collaboration was (and still is!) an exciting journey we embarked on together. Could you share a bit about what this collaboration was like from your perspective?
From the start, I was impressed by the professionalism and smooth organization of the process. Meetings were well-structured, and the documentation was clear and easy to follow. It has been an exciting and rewarding experience.
What I really appreciated was the respect for deadlines—everything was delivered on time, and the work was always quick and efficient. The positive attitude and openness to feedback made the process feel like a true partnership. Giada was always willing to adjust and improve, which made working together enjoyable and stress-free.
This collaboration was more than just creating beautiful branding—it was about teamwork, mutual respect, and open communication. I’m grateful for how it has helped bring LILIXIR’s vision to life.
The Ageless Rejuvenating Night Serum and The Ageless Rejuvenating Day Serum Sustainable Packaging Design System - © LILIXIR
Is there a particular element of the packaging that you feel truly captures the essence of LILIXIR?
One of the most distinctive elements of our packaging is the unique shape of the bottles. The sleek, elegant design not only stands out visually but also feels exceptional in hand. It’s a key feature that makes LILIXIR instantly recognizable and sets our products apart in the market.
Along with that, I also love the embossing effect on the boxes, which adds a luxurious tactile quality. The texture enhances the overall unboxing experience, making it feel more special and thoughtful. Additionally, the Braille feature on the packaging is something I'm especially proud of, as it reflects our commitment to inclusivity and ensuring that everyone can enjoy our products.
These elements—along with our sustainable, eco-friendly materials—come together to create a packaging experience that truly captures the essence of LILIXIR.
The Ageless Rejuvenating Day Serum Packaging - © LILIXIR
Reflecting on our project, what’s one piece of advice you’d share with a brand thinking about taking a similar step towards sustainable and ethical branding?
Lilia Ivanov, founder and formulator of LILIXIR - © LILIXIR
"Stay true to your values and choose a designer who understands sustainability from the ground up. Sustainable branding isn’t just about looking good—it’s about creating something that aligns with your ethics and resonates with your audience."
My advice would be to stay true to your values and hire the right designer from the beginning 🙂. Sustainability isn’t just a trend; it’s a commitment that should be reflected in every aspect of your brand, including design. A designer who understands and shares your ethical values can help you translate your mission into packaging and branding that speaks to your audience. This partnership will ensure your brand’s story is visually compelling and aligned with your sustainability goals, setting you up for long-term success.
It’s worth investing in the right design from the start, as it shapes everything—from the way your products are perceived to how they resonate with customers.
Visions for Tomorrow
Looking ahead, what's the big dream for LILIXIR? Any exciting plans or projects that you're working towards?
The big dream for LILIXIR is to become a leading voice in the sustainable beauty industry, not just in Canada but globally. I’m passionate about continuing to innovate and offer high-quality, eco-conscious products that make a real difference in people’s skincare routines and in the environment.
In the near future, we’re focused on expanding our product range with even more plant-based, effective formulations, while ensuring that every new product continues to meet the highest standards of sustainability. We’re also looking to deepen our partnerships with eco-friendly suppliers and explore more zero-waste packaging solutions.
Additionally, we aim to broaden our community outreach—whether through educational campaigns about sustainable beauty practices or collaborations with like-minded brands to push the industry toward greener practices.
Overall, the goal is for LILIXIR to not just be a brand, but a movement that inspires others to make more conscious, ethical choices in their beauty routines.
The Ageless Rejuvenating Night Serum - © LILIXIR
Is there anything else you’d like to add?
I’d just like to take a moment to express my gratitude for this opportunity to share LILIXIR’s story. It’s been an incredible journey, and I’m deeply committed to continuing our work toward a more sustainable, ethical beauty industry. The support from customers, partners, and those who believe in our mission means the world to us.
At LILIXIR, we’re not just about beautiful skincare; we’re about making a lasting impact—both on your skin and on the planet. Thank you for following along with our journey, and I look forward to what’s ahead as we continue to innovate and grow.
If you have any other questions or would like to know more about our products and values, feel free to reach out anytime!
How can we connect with LILIXIR?
You can find us and stay connected with LILIXIR through our website: www.lilixir.com, where you can explore our full range of products, learn more about our sustainability efforts, and get the latest updates.
Our handle on social media is @lilixir.beauty
Connect with us on Instagram, Facebook, TikTok, LinkedIn, YouTube and Pinterest for exclusive behind-the-scenes content, skincare tips, and updates on new product launches. Subscribe to our Newsletter for special offers and discounts.
Feel free to reach out, engage with us, and share your LILIXIR experiences—we love hearing from our community!
Thank you for reading!
Lilia’s journey with LILIXIR is a powerful reminder that sustainability and luxury can coexist beautifully, and that building a brand with purpose takes passion, resilience, and an unwavering commitment to ethics.
If her story resonated with you, we’d love to hear your thoughts! 🌿 What inspired you the most? What challenges have you faced in building a conscious business? Share your reflections in the comments below!
If you’re a business owner looking to craft a thoughtful, sustainable brand, let’s chat! I’d love to help bring your vision to life. Reach out to me, follow me on Instagram, or stay connected through my newsletter for more Eco-Tales and sustainability insights.
Until next time, let’s keep building brands that make a difference! 🌎💚
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