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Looking for Canadian beauty brands? There's a new website for that

A new collective aims to introduce more Canadian shoppers to homegrown beauty options

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A new website is making it easier for Canadian shoppers to find homegrown small beauty brands.

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Called the Indie Beauty Collective, the group’s goal is to capture the “entrepreneurial spirit, innovation, and independence that define these brands — whether they’re sustainability-driven, ingredient-conscious or simply building a unique, founder-led business” operating in Canada.

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“I haven’t seen anything like it before,” says Melanie Cruickshank, founder of Da Lish Cosmetics, of the unified brand approach.

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READ MORE: 70 Canadian fashion and beauty brands to know

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So far, the assemblage includes 22 companies, including natural deodorant from Vancouver-based Nala Care and bath soaks and salts from Ottawa-based Bathorium.

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“Purchasing from a Canadian brand means you are supporting Canadian business owners, ultimately having a ‘rock-in-the-pond’ effect helping the entire Canadian ecosystem,” says Amanda Schuler, founder of Ember Wellness.

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Created as a result of the threat of 25 per cent tariffs on all Canadian imports into the U.S. introduced by President Donald Trump, which have since been put on pause, the collective comes at a time when interest in supporting local has ratcheted up.

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Searches for the phrase “Canadian brands to buy instead of American” have skyrocketed in recent days.

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“With the political climate, I’d noticed in the past few weeks a major uptick in comments on our social media from customers looking to shop Canadian,” says Jayme Jenkins, co-founder of Toronto-based Everist. “The collective and shopcanadianbeauty.ca is a way to help amplify our voices together and help customers shop in a way that’s aligned with their values to support Canadian small businesses.

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“If there was ever a time to shop Canadian — it’s now.”

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Products from Vancouver brand Nala Care. Handout/
Products from Vancouver brand Nala Care. Photo by Nala Care
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The “made in Canada” beauty initiative requires that brands be Canadian, with headquarters in Canada, and have more than 50 per cent of the finished products manufactured in Canada, according to Jenkins.

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“There aren’t many industries where it’s easy to fully ‘shop Canadian’ but we’re lucky that beauty is one of them,” says Jenkins. “Canada has world-class beauty innovation and manufacturing, and as a Canadian brand with a global focus, I think we need to work harder, be scrappier, and think outside the box, which results in some real innovation and uniquely high-quality beauty products made right here in Canada.”

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When Lisa Mattam, founder of the clean skin care brand Sahajan heard about the collective, she was thrilled.

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“Canada has long been a leader and innovator in beauty with legacy brands like MAC, Bite Beauty and The Ordinary all hailing from Canada. This incredible collective showcases the new industry leaders who are changing the face of beauty globally all while trying to have a positive affect our planet,” says Mattam.

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The beauty brand founder says the collective’s approach to collaboration over competition is a “truly Canadian way” of doing business.

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“There is strength in numbers and each of our businesses brings something unique to the beauty world, whether by ingredients, delivery mechanism or social impact,” says Mattam.

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In addition to purchasing products, the collective members say sharing and engaging with content from small Canadian brands on social media can prove beneficial for business.

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“In sharing, Canadian shoppers become part of a collective voice that grows our capacity to continue to not just innovate but to hire, to build and to expand our footprint across the Canadian economy,” says Mattam.?

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Shoppers can also help spread awareness by sharing feedback with family and friends.

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“Word of mouth is one of the most powerful ways a beauty brand can grow,” says Laura Whitaker, founder of Wildcraft. “Many brands, including ours, have referral programs, but even a simple recommendation to a friend makes a huge impact.

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“If you’ve loved your experience with a Canadian beauty brand — don’t keep it a secret, share the love.”

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Aharris@postmedia.com

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