I still remember the first time I discovered a beauty product that truly spoke to me—not just for how it made me look, but for what it stood for. It was a lipstick from Cheekbone Beauty, an Indigenous-owned brand that blends culture, sustainability, and empowerment into every product. As I applied the rich, velvety shade, I felt connected to something bigger than just beauty—it was about self-expression, representation, and care for the planet. Since then, I’ve been on a journey to discover more Canadian beauty brands that align with these values, and I’ve fallen in love with the incredible homegrown brands that are redefining what it means to feel beautiful. Here are five clean, ethical, and proudly Canadian brands that you absolutely need to try.

1. Cheekbone Beauty Cosmetics INC 

“Our mission is to help every Indigenous youth see and feel their enormous value in the world while creating sustainable, conscious cosmetics.” — Cheekbone Beauty Cosmetics

Founded in 2016 by Jenn Harper, Cheekbone Beauty is an Indigenous-owned cosmetics brand based in St. Catharines, Ontario. The company is renowned for creating high-quality, vegan, and cruelty-free makeup products that incorporate Indigenous wisdom and sustainable practices. In 2020, Cheekbone Beauty launched the SUSTAIN line, featuring less-waste lipsticks designed to minimize environmental impact. Beyond its product offerings, the brand is deeply committed to supporting Indigenous youth through various educational initiatives and donations, aiming to empower and uplift Indigenous communities.

Jenn Harper’s vision extends beyond beauty products; she strives to create space, representation, and impact for future generations. The company’s dedication to sustainability is evident in its efforts to reduce packaging waste and promote conscious consumption. By intertwining cultural heritage with modern beauty standards, Cheekbone Beauty not only offers exceptional products but also fosters a deeper understanding and appreciation of Indigenous culture and values.

2. Elate Beauty

Elate Beauty, founded by Melodie Reynolds in 2014, is a Victoria, British Columbia-based company on a mission to become the world’s most sustainable cosmetics brand. The company offers a range of high-performing, vegan, and cruelty-free cosmetics with a strong emphasis on sustainability. Elate Beauty’s products feature refillable packaging and are crafted with clean ingredients, aligning with their commitment to environmental responsibility. As a B-Corp certified company, Elate prioritizes people and the planet, encouraging individuals to simplify their beauty rituals to reduce waste.

Melodie Reynolds envisioned Elate as a brand that challenges the conventional beauty industry’s practices by eliminating shame-based marketing and single-use packaging. The company’s dedication to ethical marketing practices and intentional beauty rituals reflects its core values of kindness and empowerment. By fostering a community that values sustainability and self-expression, Elate Beauty is redefining the standards of the cosmetics industry.

3. Nala Care

“We wanted to create products that are good for your body, your health, and the planet—without compromise.” — Nala Care

Nala Care is a Vancouver-based natural skincare company co-founded by mother-daughter duo Radmila (Mila) Juristovski Bosnic and Ada Juristovski Jemc. The brand is dedicated to providing high-quality body-care products formulated with natural ingredients, free from potential carcinogens, and scented with 100% essential oils without artificial fragrances. Nala Care’s product line began with natural deodorants and has expanded to include items like hand sanitizers and breast oils. The company’s commitment to sustainability is evident in its use of ethically sourced ingredients, green manufacturing processes, and recycled and recyclable packaging.

The founding team’s extensive experience in biotechnology has enabled Nala Care to create unique, in-house formulations that prioritize both efficacy and safety. By focusing on preventive care and clean beauty, Nala Care aims to empower consumers to make informed choices about their personal care products. Through programs like the Trade Accelerator Program (TAP), the company has expanded its reach, bringing toxin-free, locally crafted products to global markets.

4. ATTITUDE 

Founded in 2006 and headquartered in Montreal, Quebec, ATTITUDE is a Canadian company specializing in the manufacture of personal and home care products. The brand offers a wide range of products, including hair care, skin care, baby care, and household items, all formulated with natural, vegan, and cruelty-free ingredients. ATTITUDE is committed to sustainability, utilizing eco-friendly packaging and implementing green manufacturing processes. The company’s products are EWG VERIFIED™, PETA, and ECOLOGO certified, reflecting their dedication to high environmental and ethical standards.

Under the leadership of CEO Jean-Francois Bernier, ATTITUDE has expanded its presence across multiple continents, employing a diverse team dedicated to raising the standard in home and beauty care products. The company’s mission emphasizes reducing plastic usage, eliminating harmful substances, and planting more trees to offset environmental impact. By offering high-performance products without compromising on sustainability, ATTITUDE aims to revolutionize the industry and promote a more eco-conscious lifestyle among consumers.

5. AG Care 

AG Care, formerly known as AG Hair, is a Coquitlam, British Columbia-based company founded in 1989 by Lotte and John Davis. The company specializes in formulating and manufacturing professional hair care products that are vegan, cruelty-free, and free from sulfates, gluten, DEA, parabens, PABA, or DMDMH. AG Care’s commitment to sustainability is demonstrated through its introduction of eco-friendly packaging and the elimination of large-format plastic bottles in favor of refill pouches. The company’s products are available across Canada, the US, and Australia in various salons and retailers.

With a focus on creating high-quality hair care solutions, AG Care combines science and nature to develop products that deliver results without compromising on ethical standards. The company’s dedication to environmental responsibility extends to its manufacturing processes, ensuring that products are crafted with minimal environmental impact. By prioritizing both performance and sustainability, AG Care continues to set a benchmark in the hair care industry.

Conclusion

These Canadian beauty brands aren’t just about looking good—they’re about doing good. They reflect the values of sustainability, inclusivity, and ethical business practices while delivering incredible products that we can feel good about using. Supporting these homegrown brands means supporting communities, innovation, and a cleaner future for beauty. The next time you’re looking to refresh your beauty routine, consider reaching for a product from one of these inspiring brands—you’ll be showing love not only to yourself but to the world around you.