Āthr Beauty - Clean Beauty eye shadow of a new generation.

Tiila Abbitt has a BFA in Sculpture and an MFA in Fashion Design. She worked in the fashion industry for over
5 years before switching to beauty. She has a great passion for the field of sustainable beauty products.

Tiila spent 7 years at Sephora, where
she was responsible for product development of make-up collaborations and accessories. Her obsession with sustainability led her to become the head of 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 U.S., while there are over 1300 banned chemicals in the European Union. Because of this, she learned how to formulate color cosmetics with a very large chemical ban list and how to substitute cleaner alternatives.

Tiila has a long-standing passion for the organic food sector and has been a vegetarian for over 24 years, while also eating a plant-based diet. Always bringing natural, organic alternatives into her everyday life (including learning how to cook organic food at an organic restaurant while studying), she started looking into natural make-up formulations only to find that none of the offerings could really compete with the effectiveness of conventional beauty. The space lacked choice of colour and trend, as well as truly sustainable packaging. 

Make-up with plastic ingredients, be it microplastics in the products themselves or plastic packaging, is a huge source of pollution worldwide. Tiila wanted to create a brand that was ethical and sustainable beyond the formulation.

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