A new collective aims to introduce more Canadian shoppers to homegrown beauty options
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Created amid the threat of 25 per cent tariffs on all Canadian imports into America introduced by U.S. President Donald Trump, which have since been put on pause, the collective comes at a time when interest in supporting local as ratcheted up.
Searches for the phrase “Canadian brands to buy instead of American” have skyrocketed in recent days.
“If there was ever a time to shop Canadian — it’s now.”
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.
“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.”
“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 impact on our planet,” says Mattam.
The beauty brand founder says the collective’s approach to collaboration over competition is a “truly Canadian way” of doing business.
“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.
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.
“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.
Shoppers can also help spread awareness by sharing feedback with family and friends.
“If you’ve loved your experience with a Canadian beauty brand — don’t keep it a secret, share the love.”