Āthr Beauty - Clean Beauty Eyeshadow of a New Generation

Tiila Abbitt holds a BFA in sculpture and an MFA in fashion design. She has worked over
She spent five years in the fashion industry before transitioning to beauty care. She has a deep passion for sustainable beauty products.

Tiila spent 7 years at Sephora, where
She was responsible for product development for makeup collaborations and accessories. Her obsession with sustainability led her to lead R&D for sustainable materials while also serving on the retailer's Sustainability Leadership Council.

As a global brand, Tiila quickly learned that there are only 11 banned chemicals in color cosmetics in the United States, while there are over 1,300 banned chemicals in the European Union. Because of this, she learned how to formulate color cosmetics with a very large banned chemical list and how to substitute cleaner alternatives.

Tiila has a long-standing passion for organic products and has been a vegetarian for over 24 years, although she also follows a plant-based diet. Continually incorporating natural, organic alternatives into her daily routine (including learning to cook organic food in an organic restaurant during her studies), she began exploring natural makeup formulations, only to discover that none of the offerings could truly compete with the effectiveness of conventional beauty. The space lacked color and trend-setting options, as well as truly sustainable packaging.

Makeup ingredients containing plastic, whether microplastics in the products themselves or plastic packaging, are a huge source of environmental pollution worldwide. Tiila wanted to create a brand that was ethical and sustainable beyond the formulation.

In addition, a portion of the proceeds from the purchase of Aether Beauty products goes to charitable environmental organizations. True to the company founder's belief that only by giving back and acting sustainably can we ensure that we leave this planet better than we found it.