Tiila Abbitt is a passionate, highly creative product development professional with 11+ years' experience- including the international prestige beauty industry. Tiila spent 7 years at Sephora in charge of product development for makeup collaborations and accessories. Her obsession with sustainability lead her to become the lead R+D for sustainable materials while also being on the sustainability leadership council for the retailer. In this role, she started to look at clean makeup formulation and just found that none of the offerings could truly compete with the efficacy of conventional beauty. She felt that space lacked choice of color and trend, as well as truly sustainable packaging, and she knew she could do better. So she left her high paying Sephora gig in April 2018 and a few months later, Āether Beauty was born. Since then the brand has expanded into over 85 retailers and over 660 doors, with plans to expand even more in 2020. Āether Beauty is now being recognized as a leader in sustainable packaging for color cosmetics with sustainability awards that include Refinery 29's Innovation Award for Sustainability and in the running for CEW award for Sustainability.