We spoke with Sahar Saidi, Founder & CEO of LUS Brands, to learn more about her journey, the inspiration behind her business, and how her brand is making an impact in the curly hair community.

What is your business called and what does it do?

LUS (Love Ur Self) Brands is proudly Canadian-made and dedicated to helping consumers with curly hair embrace their natural hair with simple, effective products. Our Love Ur Curls® line is designed to provide moisture, definition, and long-lasting results—without the hassle.

What made you want to do this work?

For years, I battled with complicated routines and products that didn’t work for my (curly) hair, leaving me frustrated and feeling like my curls were a problem that needed to be solved.. As an immigrant to Canada, my childhood was filled with struggles of low self-esteem, never quite fitting into the narrow definition of beauty that (North American) society upheld. As an adult, I knew I wasn’t alone in this feeling—I knew there had to be a better way.

LUS (Love Ur Self) Brands was born from a deep desire to simplify curly haircare and help others embrace their natural texture with confidence. But it’s about more than just great products—it’s about self-acceptance and empowerment. For too long, beauty standards have profited from women masking and altering their natural features instead of enhancing them. I wanted to change that narrative by creating easy-to-use products that make loving your natural hair effortless.

What problem did you want to solve with the business?

I wanted to solve the frustration that so many people with curly hair experience – endless products, complicated routines and results that never lived up to their promises. The curly hair category felt overwhelming, time-consuming and ineffective. Even Indie brands that were “made by people with curly hair” seemed to echo the same marketing messaging as the larger brands (in the sense that curly hair is a problem to be fixed, and their products were the solution). I set out to change the language and mindset in the curly hair space, in addition to creating simple products that actually work on curls.

After a year of extensive research and collaboration with top labs and cosmetic chemists—testing, refining, and perfecting formulas—we finally cracked the code. The result? The Love Ur Curls® 3-Step System: a Shampoo, Conditioner, and All-In-One Styler designed to deliver the same results that consumers were using 5-8 other products to achieve. But beyond just great products, my goal was to change the conversation around curls—empowering people to embrace their natural texture with confidence and self-love.

Who are your clientele/demographics?

Our clientele is mainly women with wavy, curly, and kinky-coily hair who are looking for simple, effective solutions to embrace their natural texture. Our community spans all ages and backgrounds, but they share a common frustration with complicated routines and struggling with ineffective products for their curly hair. Many of our customers are busy professionals, parents, and individuals seeking effortless, results-driven haircare that fits into their lifestyle.

We are especially passionate about supporting women who are new to their curl journey – those who, much like I was at one point, are embracing their natural hair for the first time, unsure where to start but eager to enter into the world of self-love that starts with loving their curls.

While we started in Canada, our community has expanded globally, with strong followings in the U.S. and beyond.

How does your business make money? How does it work?

We are currently a direct-to-consumer business, selling our products through our own e-commerce store, Amazon and a select number of salons and e-tailers around the world.

Where in the city can we find your profession?

Our head office is based in Toronto, but our products are available across North America at loveurcurls.ca and on Amazon.

What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well

Many of our customers, regardless of where they’re at in their curl journey, ask us where to start. Our answer is our coveted 3-Step System for most. But if you have specific hair goals or a look you’re trying to achieve, we recommend integrating these complementary products into your routine:

• Irish Sea Moss Gel – For extra definition without the crunch. This curl-activating styling gel repairs damage and hydrates hair, while providing a touchable, long-lasting, flexible hold.
• Deep Condition & Repair – For deep hair repair, moisture, and softness. Our rich and creamy Deep Condition & Repair formula nourishes and softens curls from root to tip, in 5-15 minutes.
• Healthy Scalp Serum – A concentrated hair serum that provides daily scalp hydration while supporting the growth of healthy hair.
• Volumizing Foam – Formulated to bring you the perfect blend of weightless definition, hydration, and airy volume, our Volumizing Foam is infused with the softness of rice and the fluffiness of cotton. This quick drying formula is perfect for wash days, refresh days, and anytime your curls need a boost of volume.

What is the best part about what you do? What is the worst part?

The best part of what I do is sharing my story and solution with the world, helping to end the frustration and confusion so many people feel when it comes to their curls. Seeing our community rally behind this mission, embracing their natural hair with confidence and self-love, is incredibly rewarding. With over 10 million bottles sold to date, it’s amazing to know that Love Ur Curls® is making a real impact in people’s lives.

The hardest part is knowing that despite our best efforts, there are still so many people who struggle with their curls and self-image. Changing the way people see themselves, especially after years of being told their natural features aren’t “good enough”—takes time and money. Advertising is getting increasingly costly for small brands such as ours. We rely on referrals from our happy customers to get the word out, in addition to our own company’s marketing efforts.

What is your favourite joke about your own profession?

When I first started, I was chatting one-on-one with every customer (via emails or DMS/PMS on our social media channels), evaluating curl photos and giving personalised advice. Now, if I tried to do that for every order, I would need every curl on my head to start hopping on calls just to get through! 😄

Where can we follow you?

You can find us at loveurcurls.ca, and follow @lusbrands on social for styling tips, community stories and more!

PAY IT FORWARD: What is another local business that you love?

One local business I absolutely love is Curl Ambassadors. They’re a Canadian salon dedicated to helping people embrace their natural curls with expert care and education. What I admire most about them is their commitment to making curls a source of confidence, not frustration. Their stylists provide personalised curl coaching and use techniques that bring out the best in every curl type. It’s a brand that aligns perfectly with our mission to empower people to love their natural texture.

Their work and our curl ambassadors at LUS Brands share a common goal: to build a community where self-love and curly hair confidence thrive.

The post Homegrown Business: Sahar Saidi of LUS (Love Ur Self) Brands appeared first on Toronto Guardian.

What is your business called and what does it do?

Our name is Project Essence, and we are a premium beauty salon located on the iconic Ossington strip in Toronto. Specializing in nail, brow, and lash services, we are renowned for our highly personalized approach and expertise in Eastern European manicures, commonly referred to as ‘Russian Manicures’.

What made you want to do this work?

I moved to Canada over 10 years ago and consistently struggled to find a high-quality nail salon that prioritizes not only aesthetic appeal but also excellent quality and customer service. Despite trying numerous salons and private nail technicians, I never became a loyal client of any due to consistent dissatisfaction.

Inspired by my mother’s bravery and unwavering work ethic—she is a successful entrepreneur who built her business from the ground up over 20 years ago—I decided to create a salon that addressed the shortcomings I experienced. The idea struck me randomly, and I immediately began researching and planning how to establish a space where quality and safety prevail, customer service is impeccable, and guests consistently feel cared for in a peaceful atmosphere where every detail matters.

And although I am not a nail or brow artist myself, I see this as a strength. As a discerning customer in the beauty sphere, I have a clear understanding of what matters and how to ensure our guests are genuinely delighted with our nail, brow, or lash services.

What problem did you want to solve with the business?

In Eastern European countries, getting your nails, brows, and lashes done is ingrained in the DNA of almost every woman, regardless of age or socio-economic status. However, in Canada, it is still often considered a non-core service that many people prefer to ignore for various reasons. I aimed to change that by dismantling the stigma surrounding the nail salon industry – the fear of being overcharged and leaving unhappy with your nails, encountering unsanitary practices, and experiencing nonexistent customer service and inadequate education of beauty professionals.

At Project Essence, we prioritize the voices of our guests, constantly incorporating new services, perks, and features based on their needs and desires. Our most common feedback highlights our unparalleled attention to detail, exactly what I envisioned achieving with Project Essence. Every day, bit by bit, we reshape the way people perceive the nail industry and the way they view themselves. I have heard countless times that our guests come to us to feel better about themselves – and that makes it all worthwhile.

Who are your clientele/demographics?

Our clientele primarily consists of employed women aged 20 and older, constituting approximately 85% of our guests. While we also cater to male clients with enthusiasm, we actively encourage more men to experience the benefits of self-care for their hands, feet, and brows, transcending traditional gender boundaries. Interestingly, a recent survey conducted among our current clients revealed that a significant number of them reside in the Greater Toronto Area (GTA), often travelling for over an hour to visit our salon. This positive response suggests that it may be an opportune time to contemplate the possibility of opening a second location!

How does your business make money? How does it work?

Our most sought-after service is the manicure, followed by pedicures, and the third spot is shared between our 4-hands service (where two nail technicians perform manicure and pedicure simultaneously) and brow services.
Unlike the conventional approach of maximizing the number of clients throughout the day and adhering to a “quantity over quality” mindset, our business model revolves around delivering personalized, top-notch service to each guest. The primary objective is to achieve an above-average rate of repeat customers. Integral to my role is a meticulous understanding of the numbers; every nail file and paper towel roll is meticulously tracked. I firmly believe that comprehending expenses is crucial for generating robust revenue—after all, numbers don’t lie. Moreover, I am dedicated to ensuring fair compensation and proper incentivization for my employees. Project Essence’s success is intrinsically linked to theirs and vice-versa.

Where in the city can we find professionals in your field?

If we are talking about entrepreneurs, you might spot them at any coffee shop around 2 p.m. on a random Tuesday haha. However, if we’re looking for skilled nail, brow, and lash artists, that’s a bit more challenging. Trust me, finding them in Toronto is no easy feat. Yet, I am always exceptionally selective when it comes to building my team, and our interview process typically spans 3 to 4 weeks.

Many fantastic nail, brow, and lash technicians opt to work from home or a small private studio. For them, it’s entirely normal, given their artistic nature, and they often prefer the flexibility of their own schedule over adhering to structured hours, even if it means putting in extra work and time.

In my case, most of my employees are Ukrainian and Russian women who recently moved to Canada. Even though each of them boasts years of experience, a robust education, and a strong work ethic, I never underestimate the value of regular professional development and quality control. Additionally, I am continually on the lookout for talented and driven individuals eager to excel in their beauty careers, and I’m committed to supporting them in achieving this goal.

What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.

Ask us about how we differ from other salons! I love that question, and I could talk about it for hours, but I’ll try to keep it brief. From the moment our guests step through our doors for the first time to when they are scheduling their next appointments, we are dedicated to providing the highest possible level of service. Our goal is to offer a positive, easy, and awe-inspiring experience unlike any other.

For instance, we not only serve complimentary coffee and tea but also maintain a generously stocked drawer in the bathroom with everything our clients might need – from floss and dry shampoo to a tide pen and bobby pins. Additionally, we offer and utilize premium products that are not easily found elsewhere in Toronto, such as Gehwol footcare and professional Ukrainian and Russian gel polishes boasting an array of amazing colours. As a unique touch, we also sell rings and other jewellery from a local Toronto brand, which are not only affordable but also complement our guests’ freshly done nails perfectly.

While these are all added bonuses, our primary focus remains on employing the safest and finest manicure techniques along with delivering top-notch customer service. Some quick cool facts about us: we don’t soak nails in acetone to remove old polish – instead, we safely and gently shave it off using e-file bits. Furthermore, we abstain from using water for pedicures and don’t work with acrylics or plastic tips for extensions, as these can be extremely damaging to your nails -instead, we opt for gel extensions to ensure the health and longevity of your nails.
We are always happy when people ask us about what sets us apart – we’re passionate about our commitment to excellence!

What is the best part about what you do? What is the worst part?

One of the main things that I enjoy about my work is my staff. My team, which has grown to include more than 10 people, holds immense significance for me. I make it a priority to take care of them to the best of my abilities, ensuring a supportive and thriving work environment. Building a strong and collaborative team has not only contributed to the success of our endeavours but has also fostered a positive and fulfilling atmosphere in our workplace.

One of the most challenging aspects of my line of work revolves around the relatively high levels of stress and anxiety it entails. The constant juggling of responsibilities, from major concerns to minor details, tends to weigh heavily on my mind. Nevertheless, I am committed to learning effective strategies for managing my work-life balance and prioritizing my mental health, all while staying dedicated to my career goals. It’s an ongoing journey of self-improvement. I find solace in the fact that I’m not alone in facing these challenges. Many in the entrepreneurial field share similar experiences, and we’re all navigating the delicate balance between professional ambition and personal well-being.

What is your favourite joke about your own profession?

My go-to joke is that I’ve mastered a million professions – from being a handyman and decorator to an accountant and marketing specialist! Not surprisingly, it’s quite true; since deciding to open the salon, I’ve acquired various skills and knowledge, making me feel like a multi-specialist at times.

Where can we follow you?

Follow us on Instagram and TikTok for daily updates and behind-the-scenes moments, beauty tips, and entertaining snippets that give you an exclusive peek into the vibrant life of Project Essence. Our content is not only 100% authentic but also fun and aesthetically pleasing – make sure to check it out!

PAY IT FORWARD: What is another local business that you love?

I would love to highlight our neighbour, Park Medical Clinic. Not only do they boast a gorgeously decorated space, but their team also comprises highly skilled doctors and nurses who demonstrate unparalleled care for their clients. Be sure to pay them a visit!

The post Homegrown Business: Valeria Mozheyko of Project Essence appeared first on Toronto Guardian.

During the winter months, when self-care resolutions are on everyone’s mind, Formula Fig offers the perfect opportunity to detox your skin from the holidays and enhance your complexion. Supplement your winter skincare routine with rejuvenating treatments such as lymphatic face massage, chemical peels, laser resurfacing, microneedling, and LED light therapy. 

Find out what to expect during a Toronto Formula Fig facial treatment, as Toronto Guardian takes you on a visit to the Fig Bar on Ossington Avenue for a revitalizing All-In Supers Facial to reset the skin with high-tech exfoliation, hydration, and skin lifting. 

Why is the Winter an Opportune Time for Enhanced Skincare Treatments? 

Winter in Toronto presents a unique opportunity for self-care and robust skincare treatments because it is easier to keep your skin out of the sun for a prolonged period, and the long winter months offer more downtime for the skin’s surface to recover and heal post-treatment.

Cooler temperatures can be beneficial in helping to soothe the skin after facial treatments, decreasing instances of skin redness and temporary inflammation. Additionally, as winter in the GTA is often drier, intensive skin hydrating treatments will help combat the dehydrating effects of outdoor air and indoor heating.

What To Expect: Toronto Fig Bar Beauty Treatment & Recommendations

What makes Formula Fig different? The Fig Bar experience is crafted to optimize every aspect of a professional facial within a 30-minute window. 

The appeal of a 30-minute facial. The Fig skincare treatment model offers a shorter treatment time that is in high demand, especially among busy professionals in Toronto. Thirty-minute face treatments are intentionally designed to provide the same benefits as the more common one-hour facial. 

That said, during the Fig Ossington experience, it never felt rushed. The Skin Educators at Fig are organized and efficient at providing a concise facial treatment. All the Formula Fig treatments are a strategic 30 minutes. 

About the All-In Fig facial experience! From beginning to end it was a satisfying experience. 

Fig has you fill out an online skin assessment and health form before you arrive, making check-in more efficient. The treatment rooms at Ossington Fig Bar have sturdy upright barber chairs that fold back during your treatment, a better fit for a 30-minute turnaround than a treatment bed. 

The All-In facial at Formula Fig is ideal for giving your face a natural glow, and it is recommended for regular skin maintenance. If it’s your first time to Fig Toronto this facial is recommended to get your skin assessed, allowing the Skin Educator to make other FIG facial recommendations that will address any outstanding skin conditions like skin folds, sun damage, skin laxity, or acne for example. 

This do-it-all facial uses diamond-tip microdermabrasion, microcurrents, LED light therapy, and ultrasound to target skin congestion and dehydration, as well as tighten enlarged pores and reduce fine lines and wrinkles. I have to say I was a bit sceptical of how all this would fit inside 30 minutes, but it did! My skin therapist, Dani, was great at staying on time and she explained each step as we went along. Post-treatment she gave me a list of all the products used during my FIG facial, which included Dr. Loretta’s gentle hydrating cleanser, detox tightening mask, and universal glow daily defence mineral SPF (the texture of this light sunscreen was fantastic, love it!), and VENN red oil, lifting mask, and defence mist.  

Good news! You can purchase the skincare products used in your facial at Fig Bar, where they stock treatment products and many more worth discovering (e.g., Toronto-based Margin skincare for men, Toronto candles by Verre Lune, Soke Beauty, and Clean Beauty Ember). From my experience, the pricing for both the facial and skincare products at Fig is not outrageous.

Worth mentioning, my facialist was fully masked during the treatment, and I found the Ossington location to be exceptionally clean and sanitary. 

My complexion looked radiant, lifted, and glowing after the All-In. My friend I met for coffee afterwards remarked that my skin looked fresh and healthy than normal. With instant feedback like that my skepticism was gone! Plus, my face really felt better and cleaner. I would have one of these treatments every month. 

Maximizing Your Fig Facetime with Fig Membership Packages! 

The seasonal transition from winter to spring provides a skincare strategic window for individuals to invest in comprehensive facial treatments and reap the benefits of having more downtime and less sun exposure.

To help you monopolize this window, Formula Fig Bars offers monthly memberships with special pricing and perks (e.g., invites to exclusive skincare events at Fig). The advantage of going with a Fig Bar membership is that you will stay committed to your monthly skincare treatments, all the better to keep you on track to reach your new year beauty goals! 

For 1st timers, you might want to look into the Classic Fig membership to experience a Hydrate + Glow facial every month. For those women and men looking for something more intensive, check out the All Access membership which is personalized with four facials a month plus a flex option. Best to contact Toronto Fig for the full details on all their packages, or see them listed on the Formula Fig website.  

This Winter, Give A Fig About Your Skin! 

Having professional skincare treatments during a Toronto winter will help fortify your skin for spring. Addressing your skin concerns in the cold months ensures a fresh and rejuvenated complexion when the weather begins to warm up.  

Specialized body and skincare treatments in the new year are ideal for relaxing and detoxing the mind and body. If you had a stressful holiday season, then self-care should be on your winter to-do list at Formula Fig Toronto!  

Formula Fig has a couple of Toronto locations, Ossington Avenue and Summerhill, plus three Vancouver Formula Fig Bars if you are getting out to the West Coast this year. 

The post Formula Fig – Winter Skincare for Your New Year Beauty Goals appeared first on Toronto Guardian.

What is your business called and what does it do?

PAUME meaning “palm of the hand” in French launched in early 2021 with the mission to illuminate the importance of a daily skincare routine for our hands.

Our hands are our most exposed body part other than our faces, constantly subjected to UV, wind, chemicals, extreme temperatures, water, harsh cleaning agents, and germs and bacteria. Surprisingly, they are often neglected from our daily body care routine.

The PAUME system includes a suite of clean, elevated daily skincare products for the hands: the award-winning Moisturizing Antibacterial Hand Gel, Exfoliating Hand Cleanser, Probiotic Hand Balm, and the All-in-One Cuticle and Nail Cream, alongside the Hand & Nail Brush and Overnight Gloves.

Together, these specially targeted products and tools work to clean, exfoliate, nourish, and hydrate hands, as well as strengthen and repair nails. All products feature PAUME’s signature blend of five essential oils, providing notes of crisp lemon, energizing orange, herbaceous rosemary, comforting lavender and aromatic cedar.

What made you want to do this work?

Becoming a new parent in 2019 (pre-pandemic), really heightened my awareness of germs. I began to use hand sanitizer more throughout my day and immediately was dissatisfied with what was on the market. Unpleasant scents, drying formulas and single-use plastics defined what was a very utilitarian category, and I was inspired to create a more chic, skin nourishing and sustainable option.

The first product launched remains our bestseller, the award-winning Moisturizing Antibacterial Hand Gel. The antibacterial hand gel kills 99.99% of germs and uses premium plant powered emollients for clean, moisturized hands without the water. It’s as effective as it is luxurious and created for those who don’t always have access to soap and water to clean their hands, have sensitive skin, and experience dry chapped hands. It’s available in a unique refillable dispenser for at-home and a chic refillable travel bottle for one on the go.

What problem did you want to solve with the business?

As consumers, we deserve to have products that are good for our skin, mindful of the planet and offer an indulgent experience. As it stands, very few brands offer all three, and with PAUME my goal is to pioneer a new standard in the hand care category.

All PAUME products are vegan, cruelty free, and free from synthetic fragrances, parabens, silicones, sulfates, and phthalates. Sustainability is also at the core of the business and PAUME carries a net zero plastic footprint. Many of our products are designed to be refilled and reused with the PAUME Refill bags and the dispensers are made with at least 65% previously recycled materials. The brand also has an innately luxurious and welcoming personality, and that is brought to life in our packaging with soft rounded lines, organic earth tones and an overall elegance.

Who are your clientele/demographics?

Our core niche customer is moms looking for safe, convenient, premium and aesthetic hand sanitizer for their nurseries and diaper bags. We provide a product that meets their immediate needs while navigating early parenthood.

How does your business make money? How does it work?

PAUME products are available on our website and also sold in select retailers including The Detox Market, Formula Fig, Nut Bar and more. Prices for individual PAUME products range from $16-$52 (bundles go up from there).

Where in the city can we find your profession?

The full list of Canadian retailers can be found here.

What is the best question a prospective customer could ask a member of your profession when comparing products? Give the answer as well.

Launching a premium or luxury product in a more utilitarian category was at first a challenge. Most customers ask: why is your hand sanitizer so expensive?

Customers were used to buying hand sanitizer for half the price at the drugstore, convincing them it was worth the investment to buy our product can take some time and education initially. Our cost is driven by our packaging, which is mostly made of previously recycled materials and therefore more expensive, and most importantly by our premium ingredients. We use a plant-based emollient in our formula that is found in premium skincare and haircare products, and we use essential oils vs. artificial fragrances. What you’re paying for is a more elevated experience of sanitizing your hands: peace of mind that you’re using a more sustainable formula and packaging, the indulgence of our signature scent, and the immediate benefits of clean, nourished, hydrated hands.

What makes PAUME different from other hand-care brands?

For starters, PAUME’s Moisturizing Antibacterial Hand Gel is atypical of what is a utilitarian and sterile hand sanitizer category. Most products only speak to killing germs and are packaged in disposable plastics. By contrast, PAUME makes sanitizing an enjoyable moment of self-care and speaks to the benefits of clean hands and human connection through the power of touch.

As we have broadened our mission to elevate the hand care category as a whole, we have stood out in many ways. Firstly, there are very few brands actually leading this category – and hand care is typically an afterthought for larger body care brands. We are the only ones raising awareness on the importance of a daily hand care routine. We are elevating our daily hand care essentials – whether it be our hand cleanser, sanitizer or hand balm, and using unique targeted ingredients that serve the unique needs of our hands.

PAUME also carries a net zero plastic footprint. Through our partnership with rePurpose Global, a percentage of each sale goes towards funding its removal and recovery of plastic waste from the environment.

What is the best part about what you do? What is the worst part?

I love creating new products and solving problems for people. I originally embarked on this journey because I wanted to solve a problem I was personally facing when I became a new mom. I was so dissatisfied with the hand sanitizer options on the market, and I was on a mission to make something that would solve my issue and also bring me joy. It is always extremely rewarding to hear from people how our products have enhanced their lives in some way. In a way, I’m the PAUME target customer. I’m always thinking about the little challenges I face in my daily life to inspire a “solution” I want to create. My passion for design, aesthetics, sustainability and quality is always incorporated into our products, and I love the process of bringing them to life and sharing them with the world.

Being an entrepreneur is not for the faint of heart. While creating products and launching a brand can be fun and rewarding, it’s also incredibly stressful. It’s one thing to make something, but it’s another to actually sell it on a mass scale. I love the challenge of selling – whether it’s through retail or direct-to-consumer on our website, and it’s rewarding to see the traction and sales. That said, it requires a lot of experimentation, learning from failure and endless new ideas and approaches. The first two years are a massive experiment – throwing as much as you can at the wall and seeing what sticks. It is a very tiring and often deflating process. That said, when things start to stick, it becomes a lot more fun. I think what I like least about being a founder is the pressure and stress associated with the job, and the way that failure feels attached to your identity. It’s impossible to truly separate your life from your work. That being said, the payoff can be worth it, and when things start to click and people want what you are making, it’s the best feeling in the world!

What is your favourite joke about your own profession?

I once spoke to a successful entrepreneur who said to me, “Be prepared for everything to wrong, because it will”. I laughed it off thinking this was a joke, but quickly learned it was really good advice, and absolutely true. When I think back on all the things that “went wrong” even back in my Knix days, I have to laugh. Things will go wrong and part of being a successful entrepreneur is how you deal with challenges. I learned a lot from Joanna, the founder of Knix, in this regard. Often her best ideas stemmed from a challenge we were facing or a chaotic situation. It requires an immense amount of resiliency to face challenges with a calm and clear head, especially when the stakes are so high, but it’s a learned skill. So much can be out of your control, and learning to face the bumps without panicking is key and really part of your everyday job as an entrepreneur.

Where can we follow you?

Online at our website and on Instagram and Facebook.

PAY IT FORWARD: What is another local business that you love?

I’m so proud to be part of an incredible community of female founders who are based in Toronto. We are all deeply connected, and we learn so much from one another. They are building some incredible brands and products. I can’t just pick one, but here are a few of them! SIDIA is a luxury lifestyle brand with the most divine body care, fragrance and candles. Everist is a waterless concentrate body care brand for eco-optimists. LOHN creates the most exquisite-smelling candles. This city has a knack for producing some amazing brands and founders.

The post Homegrown Business: Amy Welsman of PAUME appeared first on Toronto Guardian.

What is your business called and what does it do?

Madge and Mercer Modern Apothecary is a premium women’s wellness brand. It was created to address the wellness needs of women, particularly as they age. Containing high CBD with a micro-dose of THC, our products are designed to seamlessly integrate into a women’s wellness regimen and self-care toolkit. With a less is more approach, all of our ingredients are purposefully selected, plant-forward and clean; as well as hardworking and functional. With an emphasis on natural aromas and flavours, the taste and odour of cannabis is masked. To date, our products include: La Calma (a lemongrass ginger CBD ingestible oil), El Alevio Menta (a CBD dominant menthol-eucalyptol disposable vape pen) and Émollient (a rich plant-based CBD meadowfoam seed facial serum and the first cannabis-infused facial serum in the legal market in Ontario, if not the rest of the country).

What made you want to do this work?

For many years I personally struggled with chronic pain and anxiety and, like many women, was reluctant to use cannabis. However, after trying it, I discovered that it was the only thing that truly helped with my pain and anxiety, without side effects. Now, I want to share this knowledge and expose other women to the wellness benefits of cannabis.

What problem did you want to solve with the business?

Women’s wellness issues, especially those related to perimenopause and menopause, are often overlooked at best, and misdiagnosed at worst. I wanted to provide a friendly platform where these issues could be shared, and cannabis de-stigmatized and of course, create a line of purposefully formulated products to address them.

Who are your clientele/demographics?

Specifically women in their 40s through 60s. However, other ages (over 19) and genders will enjoy these products too!

How does your business make money? How does it work?

We’re a brand. Our products are designed and formulated by us, then manufactured and sold by a third party to the provincial boards who in turn retail it online and wholesale it to select authorized cannabis retailers.

Where in Toronto can we find your business?

Our products are only sold through the legal cannabis retail stream, which ensures that the product you’re buying has been vetted and approved by Health Canada. In Ontario, you can purchase Madge and Mercer Modern Apothecary products via the Ontario Cannabis Store and in select legal retailers across the province. You can also find our limited-edition line of everyday essential provisions on our website.

What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.

What makes Madge and Mercer Modern Apothecary products different from other cannabis products on the
market?
– Our products are purposefully formulated for women.
– We only use all-natural, plant-forward and hard-working ingredients.
– The taste and odour of cannabis is masked in all of our products.

What is the best part about what you do? What is the worst part?

I’m working on something that I’m incredibly passionate about. As life becomes increasingly demanding, coupled with the biological evolution of the female body as we age, the benefits of cannabis (specifically high CBD with a micro-dose of THC) will become an increasingly important part of a women’s self-care toolkit.
There remains, however so much more work to be done in terms of de-stigmatizing.

Where can we follow you?

Instagram, Facebook, LinkedIn and our blog and newsletter.

PAY IT FORWARD: What is another Toronto business that you love?

Xenia Taler (@xeniataler) creates home and lifestyle goods with a signature aesthetic that is at once casual and refined and stems from the idea that what’s beautiful and chic is always accessible. She’s a woman who worked exceptionally hard to get her business to where it is; and has an incredible handle on her demographic which I believe is a big key to success.

The post Homegrown Business: Madge and Mercer Modern Apothecary appeared first on Toronto Guardian.