Skip to main content

Your Cart

Your cart is currently empty.
Click here to continue shopping.

Good for Today, Good for Tomorrow - Our Mission

Our Mission:

Taking a mindful approach to beauty.

Simple, minimal ingredient, and mindfully crafted beauty products with a sustainable approach to business and the beauty industry while giving back to the planet.

The beauty industry is changing, the global climate is changing, and we believe being such a large contributor worldwide makes the cosmetics and personal care industry that much more accountable to reduce their footprint and increase their influence.

Safer cosmetics, mindful ingredients, ethical sourcing, and corporate social responsibility are of utmost importance for the future of the industry. Consumers are becoming more aware, more informed and we all demand more out of businesses. 

Which is exactly why we have strived to incorporate as many environmentally friendly practices as possible into the production of our products, right out of the gate. From the inks used on our packaging to the mindful selections of materials eliminated or employed based on footprint, availability and recyclability. We wanted to present consumers with not only a great product alternative but one that has been carefully crafted with like minded suppliers striving to set market expectations high as it relates to social and economic responsibility.

We're not just a brand, we're people, we're consumers too and we believe in conscious consumerism. Supporting and encouraging that motion, we want to supply consumers with the perfect beauty products that allow for collecting less products, helping people to own only products that they actually want to use, like having that PERFECT black dress instead of 5 mediocre ones. Simple products that make day to day life a little easier and beauty routines less overwhelming.



Eco-Friendly Packaging Efforts

We like to think that we got lucky - when we first started our journey into product creation, the right research appeared and shifted the entire focal starting point. Statistics regarding waste showed how incredibly important it is to create a business with a central focus on sustainability. We have been fortunate enough to build the line with that in the forefront of our minds and will continue to do so, no matter how many products we create. 


The worlds first stone paper box

Our outer eyeliner packaging is made of stone paper with a much smaller impact than even biodegradable packaging in terms of production. Stone paper is a new type of printing substrate which requires far fewer resources in its production process than traditional paper production. Among many other interestingly sustainable features, our eyeliner boxes are composed of 80% calcium carbonate and 20% high density polyethylene (HDPE) which make the boxes endlessly recyclable, uses no trees, water or additives and generate no toxic emissions during incineration. To learn more about stone papers radical sustainability, click here.


Our next focus was on our eyelash trays. Traditionally, eyelash trays come in plastic but research and statistics show a scary looking future if we do not start to curb the excessive use of plastics where not necessary - not sometime in the future, now. We worked tirelessly with our supplier to find a solution that would work for our long term goals and we present to you – Sugar Cane Bagasse trays.

If you aren't familiar with it, allow us to explain. Biodegradable and compostable - Bagasse is a natural byproduct of sugarcane refinement. Sugarcane stalks are crushed in order to extract their juices, bagasse is the fiber that remains. Bagasse pulp requires minimal processing and elemental chlorine free (ECF) bleaching to turn it into a woven high-strength paper. In comparison to pulping wood for paper or manufacturing polystyrene from oil, sugarcane bagasse products are more energy efficient to produce, and they go right back into the Earth from which they came - big win!

You might be thinking - are plastic trays really that bad? The global false eyelash market size was valued at USD 1.1 billion in 2018 (three years ago) with an estimated growth rate of 5.4% - strip lashes accounted for a share of just under 40%. So while it may seem like one single tray won't make a difference, remember that small changes, when multiplied by millions of people, can transform the world. Our purchases matter. 

Eight per cent of the world’s current oil production is used to produce plastics, and these plastics, after use, take up at least 25 percent of an average landfill site. A major goal of environmental reform is the reduction and redirection of materials from landfills. Renewable resources with minimal long-term environmental impact help to preserve our natural resources for future generations.



 E-Commerce Packaging

Whether you receive your package inside our recyclable shipping boxes made from CCNB (clay coated news black - primarily post consumer content), printed with soy based inks, our kraft paper retail bags or a comPOSTubble padded mailer - you can rest easy knowing that your purchase will arrive in the most mindful manner possible!

Inside your sweet little package, you will find a few things nuzzled around your products which are sourced from like minded suppliers striving for the same eco friendly impact as us! Inside and out, we've got you covered! Just because it's beautiful, doesn't mean can't be sustainable.


Tree Planting Efforts

You want to feel good about your purchases, we want to feel good about being in business. So, while you invest in your beauty routine, you invest in the environment! 

As a Tree Canada Friend and with the support of our beloved customers, we donate a portion of our sales to support the National Greening Program with Tree Canada. Tree Canada's National Greening Program works across Canada to mass-plant seedlings, targeting areas where there is a need for reforestation or afforestation due to human activity or other causes. 

Trees play a very important role in mitigating the effects of climate change by sequestering CO2 and removing pollutants from our air. Tree Canada plants over 400,000 trees per year across Canada with the help of donations made to this program, click here to read more about their purpose and to learn more about how you can get involved!


About Tree Canada

Tree Canada is the only national non-profit organization dedicated to planting and nurturing trees in rural and urban environments. Through their programs, research and educational efforts, they have helped restore tree cover in areas hit by natural disasters, guided communities in managing their urban forests, helped green 660 schoolyards and organized urban forest conferences. To date, with community partners and sponsors, they have planted more than 82 million trees.