(Photos taken by the talented Melissa of Bespoke Photography Follow her on Instagram

I’m not one to set New Year’s resolutions. And last year was no different. However, rubber hit the road last January. We were feeling the tension of a single income, I was feeling less purpose in my side jobs, and I didn’t know it at the time, but I needed something of my own to bring life to and partner with.

What did I do January 2 of last year?

I partnered with BeautyCounter. And this became a New Year’s ambition rather than resolution. I didn’t know where it would take me. But I was already passionate about health and wellness, meeting with women and sharing life, and having impact in my community on issues that matter to future generations – and my own. This latent enthusiasm turned into a thriving business, extra income for my family, more intentional use of products (clothing, personal care, food, exercise), blooming friendships and collaborations, and traction in legislation for stronger personal care laws in Canada and the USA.

Why is this such a big issue?

You tell me. Why do companies market themselves as pink ribbon leaders in the fight against breast cancer, yet use hormone-disrupting and carcinogenic chemicals that may contribute to that very disease? Why do products used by men and women of childbearing age contain chemicals linked to birth defects and infertility?

  • Lead in lipstick
  • 1,4 dioxane in baby soap
  • Coal tar in shampoo

A few stats …

  • Average woman uses 12 products/day, which can = 100 different chemicals.
  • 80% of ingredients in our personal care products have never been assessed for human safety.
  • Today, 1 in 8 women will be diagnosed with breast cancer; 40 years ago 1 in 20.
  • Of the women today who are diagnosed with breast cancer, 90% do not have a mutation in the BRCA gene, the gene most commonly associated with breast cancer
  • The European Union prohibits the use of more than 1,400 ingredients in its personal care products. In Canada, we have banned less than HALF that amount. And the list is not widely enforced, which means that companies commonly use ingredients that are linked to harmful effects, including parabens, phthalates, and formaldehyde-releasing preservatives, artificial fragrances and musks. ALL of these ingredients are on our Never List (the ingredients we have vowed to never use).
  • There is a lack of transparency in the industry. If a company wants to introduce a new product to market, it doesn’t need to inform Health Canada until 10 days after the fact.

How is this possible? Because until someone – until we – take a stand with our voices and dollars the industry will not be held accountable.

Why is BeautyCounter different?

We are the only company who is asking for more regulation in an industry in which we operate. Crazy right? Crazy good and crazy different. Who else wants the rules to be stronger and more limiting in their area of business? Counter cultural and definitely something I can partner with.

The heart of our movement is safety and performance and our commitment to transparency. I’ve used tons of health food store or “organic” and “natural” products that either have questionable ingredients or that simply don’t perform. The reason I wear make up is to look good #vainbuttrue. If my non-toxic make up is safe but I still look like I haven’t slept in 4 years … what’s the point? I’ll switch back to my beloved but #toxic personal care products.

To learn more about our ingredient selection process, click here.

BeautyCounter is a Certified B Corp 

Again, we are more than a pretty face. We are working to look after both people and the environment – which I’m quite passionate about. What is a Certified B Corp? It means we take responsibility for our community and the planet. #yaaasssssss

“B Corp is to business what Fair Trade certification is to coffee or USDA Organic certification is to milk. B Corps are for-profit companies certified by the nonprofit B Lab to meet rigorous standards of social and environmental performance, accountability, and transparency.”

A company is only as true as its leader

BeautyCounter has an amazing leader. A business often dies or thrives based on their leadership and we have one #helluva CEO at BeautyCounter. Gregg Renfrew, mother of three, mastermind behind the wedding list (a company sold to Martha Stewart) and sought after by many to consult on new concepts, branding and marketing. She’s one of those women who could have done anything and turned it into gold. And that is once again what she has done, all with the belief that you don’t have to sacrifice you values for your bottom line.

“You should be able to build businesses that are highly profitable, create tons of jobs for people, but are simultaneously moving markets and doing things that are good for the world.” – Gregg Renfrew, CEO BeautyCounter

Through education and relationship she believed we could spread our mission and strengthen our voice – safer products into the hand of everyone – with people who care about the future healthy of their children, spouses, siblings, parents and friends.

Our story is best told face to face and I love getting to reconnect with women and hear their stories. At coffee dates, through social media, through laughter and also pain. 

What does this opportunity look like for you?

Whether you’re a stay at home mom, a teacher, a lawyer, a chef, a yoga teacher or a retiree – we can brain storm ways to work this mission into your life. Our greatest product at BeautyCounter is our business opportunity. You’re in business for yourself but not by yourself. I’m here to coach, mentor, partner, and #obviously laugh a lot. You choose how you run your business. 

Do you like to …

  • Host educational seminars
  • Meet for coffee dates
  • Spoil your girlfriends with wine and pampering 
  • Collaborate with trendsetters and shops
  • Advise people on health and welness
  • Provide make up tutorials
  • Make a change in the industry
  • Meet face to face with legislators to evoke change 

#thisaintyourgandma’s business. You can morph it into you voice, your passion, your story. This is YOUR story, how are you going to tell it? You have gifts. You have talents. And each person uniquely strengthens what we do. You might have forgotten the beauty you hold, and I’m here to help remind you – that you matter, your story matters, and how you choose to connect and relate with others also holds unique beauty. You matter, Sweet Friend.

What this business has looked like for me

How have I fit this into my life? Honestly, I started my business with a charcoal bar, a charcoal face mask and a tambourine. I knew I loved the product but didn’t have money to invest in swapping all my products right away. I started little by little. I educated others on what I was learning (you don’t have to know everything. A story is told over time.) and the changes I was making. I literally launched my business on two products while educating other with my personality (a tambourine interlude) and my story of chronic illness.

For me, this business has looked like:

  • Collaborating with my favourite local shops
  • Hosting work outs with my personal trainer mentor and how what we put on our bodies matters just as much how we move ours bodies
  • Meeting for coffee dates with friends or play dates with other mamas
  • Masking nights with ladies 
  • Christmas celebrations and makeovers
  • Eyebrow tutorials and wine
  • … just talking about “what I do for a living” in the grocery store with strangers!

What are you looking for in the New Year?

  • Change. First and foremost, change in the industry. This is our raison d’être. Our reason for being. We are more than a beauty  brand.
  • Fund other ventures. Whether to start up another business, fund their kids’ activities, create a special savings, or replace a full-time income.
  • Purpose and passion. Whether young mothers where the days are long and the years are short and who desire some other outlet and passion other than tending to the (very important work) of children’s needs, or advanced in years and looking to use  your time with purpose with some extra retirement spending. All for a common good.
  • Discount. Some people join simply to provide a safer product for their friends and family

Message me and let’s chat!









Leave a Reply