![]() The Toronto brand produces makeup, skin care, body care, hair care, and supplements and is much loved for its Ordinary line of affordable skin care products, which contain high concentrations of proven beauty ingredients. Each shade is named after a different female Indigenous activist, and a portion of profits from all sales goes to First Nations Child & Family Caring Society of Canada. If you’re looking for ultra-pigmented lip products in vibrant colours, opt for the Warrior Woman Liquid Lipsticks. “Some zero-waste options, and our latest formulation, which uses waste or by-products of other natural beauty ingredients.”. “That means less packaging on everything,” says founder Jenn Harper. Sustainability is the current focus of Cheekbone, based in the Niagara region. ![]() Top pick is the quick-to-absorb Crème de la Crème Light, which smells like chocolate orange and makes a perfect hand lotion. Many of the ingredients are sourced in Canada, including blueberry, elderberry, juniper berry, evening primrose, rosemary, and lavender. Hammam Spa founder Celine Tadrissi launched this skin-care brand last year, and her plant-based, clean, and cruelty-free products are already firm favourites. A must-buy is Road Trip with Bite Toronto, which comes in the colour maple-leaf spice. It’s best known for the brilliantly moisturizing Agave Lip Mask highly pigmented, long-lasting lipsticks and Lip Labs, where you can create your own unique lip shade. This Toronto-based Bite Beauty, founded by Susanne Langmuir in 2011, makes food-grade lip products. Read on to find out what to buy from the next generation of quintessentially Canadian beauty brands. ![]() This year, the Anishinaabe woman’s makeup brand won the Startup Canada Social Enterprise of the Year award for Ontario. Then in December 2016, Jenn Harper launched Cheekbone Beauty, which is based in the Niagara region. ![]() Until recently, though, a missing part of the conversation has been Indigenous voices. What will be the next stage in the Canadian beauty industry’s evolution? Female voices now dominate-all but one of the brands here (Deciem) was founded or co-founded by a woman. It’s undoubtedly been the most influential and disruptive force in beauty of the past five years, sparking the so-called skintellectual trend. The brand is part-owned by Estée Lauder and has more than 30 stores around the world. Deciem’s straight-talking and Truaxe’s personal engagement with customers resonated with skeptical millennials. In 2013, the late Brandon Truaxe took transparency to a new level when he founded Deciem, which sought to strip skin care down to its simplest elements, using high concentrations of medical-grade ingredients and educating customers about them. ![]() “We can provide a certain authenticity when it comes to ingredients and technology.” Then there’s transparency, clarity, and simplicity, characteristics that have meant Canadian brands are perfectly poised to take advantage of the obsession with “ clean” beauty. “ has a lot to do with the natural landscape of the country,” says Alison Crumblehulme, president of Guelph-based beauty brand Veriphy. We’re ahead of the game when it comes to natural ingredients-the majority of brands launching here are botanical-based, a nod to Canadians’ love of the great outdoors. Over the decades, the rest of the world has caught up, and now everyone wants what we’ve got. Inclusive and socially conscious, it was the embodiment of the cliché about Canadian “niceness”-it was woke, back when that was just a word for the thing you did before breakfast. Thirty-five years ago, M.A.C created the blueprint for a Canadian beauty brand. ![]()
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