routine. Wholesale Almanac

CANADIAN SPRING 2025

So & So

SANTAL, MUSKY, ALLURING

Our Latest NEW Scent You

Sisterhood The Class Collaboration WORKOUT & Smell Divine

Next Generation

Soleil Blair shares what it’s like

working for the family business PLUS her personal Routine.

NEW Product

The Toothfairy’s Choice

+

An interview with the musician behind the scent collaboration Reuben Bullock of Canadian Indie-Folk band ‘Reuben And The Dark’

Girls Just Wanna Have Fun. And Options.

A (LOVE) LETTER FROM THE EDITORS Chapter 1 - Welcome aboard the friendship club hot line.

We’ve been totes toting around the term “Friendship Club” at routine for a while. (We would be remiss to say that we actually have the nicest corduroy camel-coloured Routine tote bags from the Routine shop in Calgary that we all tote around and nobody knows whose is whose, so, true story about totes.)

It’s really, mainly because we are a gaggle of honest-to-goodness lifelong friends, sisters, mothers, daughters, silly geese, you name it around here. Naturally, we want our friends to have only the most natural, yummy smelling, life changing products, that are also, in our opinion, really beautiful and cool.

That’s why we started routine. Friends don’t let friends smell rank etc.

Lately, folks have been asking: Is there ACTUALLY a friendship club? AND: How can I join the friendship club? The answer is YES and there’s only one requirement. ALIGNMENT. If you like what you smell and what you see here, plus, also want that for your friends, we wanna be friends too! GET ON THAT SHIP!!

At our weekly Monday 11:11am creative meeting at Routine HQ, aka The Womb Room (yes, we did), we’ve thrown around a couple ideas of how we can make this friendship club thing a true blue, real deal. 2025 is the year of talking it analogue, back to roots and conversations. Forget comment sections and deciphering tones. We not only want to nurture our own friendships, but help others grow in their own friendships as well. We genuinely believe that keeping in touch is what makes the world a much nicer, less lonely place to live in.

And so, we birthed the idea of Pen Pal postcards in tandem with The Friendship Hotline. Enclosed in this zine, and in all routine orders, you will receive a handwritten note from one of our friends + a blank postcard for you to pass on. Write whatever, give it to whoever you want and make it nice. The Friendship Hotline is a direct number to the routeam. We want to hear something nicey. We want to hear something good that happened, or a cool idea or just something you wanna say and we will listen.

And that’s a pinky promise!

Not sure what to say? We’ll go first with some random thoughts for the sake of vulnerability - hehe.

- Crying your way up the ladder of success - I rock for free - Track some mud on the carpet - Relax about it - I know there’s a big wide world that’s an oyster to me - Kindness to animals is time well spent - Worrying is like worshipping the problem - I don’t want to have to promote myself, I just want to create things and let them speak for myself.

1-800- ROUTINE Call us!!!

Oh, PS we made a bunch of playlists that you can find on our website based on your favourite Routine characters. Because friends make mixtapes too!!! It’s true, friends listen to endless love in the dark!

THE FRIENDSHIP LINE. Call Us!

1-800-ROUTINE.

routine. zine

CONTENTS routine.

NATURAL BEAUTY Editor-In-Chief + Creative Director Neige Blair, Co-Founder routine.

Editor-In-Chief + Copy Editor Pippa Blair, Co-Founder routine.

Art Director + Managing Editor Kelsey MacDougall @kelseylcmacdougall Copy Editors Alaira Henry @alairah Tamara VanderGriendt @tamaravandergriendt Anna Kjellqvist Photographer Taylor Hansen @taylorkatephotos Digital Publication Manager Soleil Blair @soleilblair Creative Contributor Joanna Magik @joannamagik Contributing Photographers Vanessa Day, Heather Saitz, Kelsey MacDougall Contributors Teagan Henry, Emilie MacPhail, Emma Perizzolo, Aires Blair, Breanna Boulton, Quinn Hogan, Amy Tansey, Taylor Zynger, Brodie Richard, Amita Massey, Nada Bodagh, Farra Purnama, Ada Tansey

01 02-03

Feature - routine Shop & Refill Bar Feature - So & So [NEW Scent]

06-09 11-13 14

Deodorant JARS Deodorant STICKS Deodorant Minis

17

Interview - Soleil Blair

20-21 26 27 30 32

Body Cream Botanic Beauty Day/Night Face Oil Natural Body Oil Botanic Perfume Balm Toothpaste [NEW Product]

34-35

Feature - Girls Just Wanna Have Fun. And Options.

37 38 41 43 45 47

Shampoo Condish Body Wash & Soap BarSoap Armpit Scraper (& Glorified Tongue Scraper) Armpit Scrub

48-49

Interview - Reuben Bullock

51

Botanic Serum Lip Balm

routine.

HOME 53-55 57-59

Mists [NEW Product] Element Drops [NEW Product]

62-63

Feature - The Class

Featured Interviews Soleil Blair, Reuben Bullock Models Soleil Blair, Neige Blair, Pippa Blair, Teagan Henry, Hayley Chato, Vanessa Day, Angelica Genevieve, Hoi Kwan, Taylor Hansen, Reuben Bullock

ROUTINE SHOP & REFILL BAR 4539 6 ST NE SUITE 3, CALGARY, AB WWW.ROUTINECREAM.COM

Come Shop & Refill IRL. Welcome to the Routine Shop & Refill Bar! Located in Calgary, this is where the magic happens.

Attached to Routine’s HQ, where all of our scents are crafted — everything here is as fresh as it gets. Even our bottles are made and produced within 5kms of our Shop & Refill Bar. Explore IRL, our full lineup of natural, life-changing products, refill your favorites, and maybe discover a new signature scent.

Visit our upstairs ‘Belle Chance Boutique’, while you’re here, where local vintage is been curated by our community.

We call our customers friends because that’s what you are—part of our Friendship Club.

Belle Chance! (Beautiful Luck!)

ROUTINE SHOP & REFILL BAR 4539 6 ST NE SUITE 3, CALGARY, AB WWW.ROUTINECREAM.COM

01

So & So Hanging ‘round in French cafés, I’ve literally been up for days.

Citizens! Lovers! Talking heads!

Do you think punk is dead?

Ooh la la, you little So-and-So! Take your sweet time and let the scent of sandalwood, tonka, cedar, and amber whisk you away to somewhere effortlessly chic gamine. Sultry, musky, and a little wild— this French Gamine-Inspired blend is like perfectly undone bangs and a mischievous wink. Dab it here, spritz it there— whether it’s the Element Drops or the Body, Hair, and Atmosphere Mist, this scent will make your world smell as fabulous as you are.

C’est si bon. C’est parfait!

Ooh la la, petite So-and-So ! Prends ton temps et laisse le parfum de bois de santal, tonka, cèdre et ambre t’emporter dans un monde chic sans effort.

Envoûtant, musqué, et un peu sauvage—ce mélange inspiré par la Gamine française est comme une frange parfaitement décoiffée et unclin d’œil malicieux. Tapote-le ici, vaporise-le là— que ce soit les Gouttes Élémentaires ou la BrumeCorps, D’Ambiance, et de Cheveux, ce parfum rendra ton universe aussi fabuleux que toi.

C’est si bon. C’est parfait!

SANTAL, MUSKY & ALLURING

03

Indulge in your own Natural

“We created Routine deodorants over two decades ago as an antidote to our sometimes unsavoury natural musk, because nothing seemed to work natural OR conventional. Our formula has been perfected to be the most effective, nourishing & stylish deodorant on

the market making its way onto MILLIONS of armpits!

The best part? It’s something we can pass along to our daughters and feel really good about. Sweet tip: apply anywhere you’d like to eliminate unsavoury smells!"

-N & P

@routinecream | www.routinecream.com

Natural Beauty Products?

go routine.

Natural Deodorant JARS MAGGIE’S FARM

BRIGHT, SMOKY & BOHEMIAN. I wanna go work on Maggie’s farm.

Get dirt on my boots and muscles in my arms.

When the sun sets, we make margaritas.

Put on the records, for dinner have fajitas.

CLASSIC FORMULA MSRP $28 CAD | $24 USD

SEXY SADIE

SWEET, SPICY & DELIGHTFUL. At the ranch, on the town, combat boots, vintage gown.

Up past midnight, little so and so’s.

Blue verified but please, no photos.

VEGAN CLASSIC FORMULA MSRP $28 CAD | $24 USD

SEXY SADIE BSF

SWEET, SPICY & DELIGHTFUL. At the ranch, on the town, combat boots, vintage gown.

Up past midnight, little so and so’s.

Blue verified but please, no photos.

BAKING SODA FREE FORMULA MSRP $28 CAD | $24 USD

MOON SISTERS

FLORAL, SOFT & ENCHANTING. Can’t fight the moonlight, sister we’re synced up.

And all I really want is for you to fill up my cup.

We laugh till we cry, barefoot when we run.

Midnight dips in the river having way too much fun.

CHARCOAL & PREBIOTIC FORMULA MSRP $30 CAD | $25 USD

A GIRL NAMED SUE

SWEET, BOTANIC & REBELLIOUS. Sage and berries, you know my steez.

No one else smells fresh like me.

Breaking rules, breaking hearts, clicking on items, then abandoning carts.

CLASSIC FORMULA MSRP $28 CAD | $24 USD

06

THE LITTLE JAR OF WONDER THAT STARTED IT ALL.

Natural Deodorant JARS CAT LADY

SMOOTH, SWEET & SOFT. I love felines furever, ain’t kitten around.

Guess who just rescued nine cats from the pound?

I read to my house plants, positive affirmations.

Mostly I avoid, awkward situations.

VEGAN CLASSIC FORMULA MSRP $28 CAD | $24 USD

THE CURATOR BSF

BOTANIC, AROMATIC & SAVVY. Straightforward is out, nuanced is in.

But, Oooh when it hits, that makes you grin.

Perspicacious, discerning and making decisions.

Woke up like this. Savvy, natural intuition.

BAKING SODA FREE FORMULA MSRP $28 CAD | $24 USD

BONNIE N’CLYDE

SIMPLE, NAKED & AU NATUREL. You don’t need a scent. Your smell is the best!

Turn up the bass, drive heading west.

The song? It’s a classic, like Born To Be Wild or It’s Your Thing. Yes. You’ve got your own style.

UNSCENTED | CLASSIC FORMULA MSRP $28 CAD | $24 USD

REUBEN & THE DESERT

MUSKY, SMOKED & NUANCED. Bowling shoes, talking blues. Wander, ponder, roam.

Skate park tricks, guitar licks, cover of the Rolling Stone.

A collaboration with @reubenandthedark CLASSIC FORMULA MSRP $28 CAD | $24 USD

BLACKBERRY BETTY

BERRIED, SYRUPY & SPIRITED. Strawberry shortcake, huckleberry pie, you don’t even have to try.

You’re so cool, after school, everyone watches you skate by.

CLASSIC FORMULA MSRP $28 CAD | $24 USD

THE LITTLE JAR OF WONDER THAT STARTED IT ALL.

07

Natural Deodorant JARS BLACKBERRY BETTY BSF

BERRIED, SYRUPY & SPIRITED. Strawberry shortcake, huckleberry pie, you don’t even have to try.

You’re so cool, after school, everyone watches you skate by.

BAKING SODA FREE FORMULA MSRP $28 CAD | $24 USD

BONITA APPLEBOM

WARM, SPICED & NOSTALGIC. You gotta put me on.

Wearin’ real big sleeves at the senior prom.

Sweet & spicy, smell so nicey.

Bonita. Bonita. Bonita.

CLASSIC FORMULA MSRP $28 CAD | $24 USD

LUCY IN THE SKY

FLORAL, GROUNDING & MELLOW. One pill makes you larger and one pill makes you small.

And, what you’re looking for might be at the mall.

Feed your head, says the girl with the kaleidoscope eyes.

What you needed all along might have been french fries.

VEGAN CLASSIC FORMULA MSRP $28 CAD | $24 USD

SWEET JANE

SUGARED, WARM & ENDEARING. A bit IRL, a little bit fiction.

I walk on the wild side with Jane’s sweet addiction.

Heavenly wild roses are whispering sounds.

In the distance I hear Velvet Underground.

CLASSIC FORMULA MSRP $28 CAD | $24 USD

LIKE A BOSS

FRESH, CLEAN & POWERFUL. Send those faxes, and getter’ done.

No, zoom meetings aren’t fun!

Go tell Deborah from HR, you’ll take your calls from the swim up bar.

FULL STRENGTH FORMULA MSRP $28 CAD | $24 USD

08

THE LITTLE JAR OF WONDER THAT STARTED IT ALL.

Natural Deodorant JARS DIRTY HIPSTER NO.1

EARTHY, DEEP & LAIDBACK. You liked that band before they sold out.

At the farmers market, you bought sauerkraut.

Wearing a toque in the middle of summer.

Rolled your eyes at that boomer, driving a hummer.

CLASSIC FORMULA MSRP $28 CAD | $24 USD

THE CLASS

WARM, GROUNDING & DIVINE. A collaboration with @theclass featuring precious oils of orris, tonka, jasmine and amyris.

CLASSIC FORMULA + CRYSTAL MSRP $42 CAD | $32 USD SUPERSTAR

WARM, RICH & ICONIC. Cardamom, tonka, sage, Sgt Pepper.

Karaoke, Stardust, 27 Club, vetiver.

Saturday Night Live circa 1995.

The reviews for me, are always a five.

CHARCOAL & PREBIOTIC FORMULA MSRP $30 CAD | $25 USD

JOHNNY’S CASH

WOODSY, FRESH & CLASSIC. Pine & cedar, smell so good.

Are you going to chop more wood?

Wearing black, sing the blues, are you getting more tattoos?

VEGAN CLASSIC FORMULA MSRP $28 CAD | $24 USD

JOHNNY’S CASH BSF

WOODSY, FRESH & CLASSIC. Pine & cedar, smell so good.

Are you going to chop more wood?

Wearing black, sing the blues, are you getting more tattoos?

BAKING SODA FREE FORMULA MSRP $28 CAD | $24 USD

THE LITTLE JAR OF WONDER THAT STARTED IT ALL.

09

CONFIDENCE IN A STICK.

“We believe that everyone deserves access to a clean, effective deodorant, so when people started asking us for a stick version of our life-changing formula, we heeded the call. These twist-up beauties are made of cardboard and 50% less plastic than a conventional deodorant stick, and have a bit of extra beeswax and shea butter for added firmness.”

-N&P

Photographed by Taylor Hansen

Models

Angelica Genevieve, Soleil Blair, Hoi Kwan

Natural Deodorant STICKS Here’s the tea about a life-changing legend.

MAGGIE’S FARM

SEXY SADIE

Jars are our preferred method because they are refillable and last longer. But if you prefer a stick, these twist ups are for you. When applying, think bingo dabber not paint roller.

BRIGHT, SMOKY & BOHEMIAN.

SWEET, SPICY & DELIGHTFUL.

AMYRIS, PINK GRAPEFRUIT, SAGE & JASMINE.

YLANG YLANG, SWEET ORANGE, VANILLA & CINNAMON.

Classic Formula MSRP $28 CAD | $24 USD

Classic Formula MSRP $28 CAD | $24 USD

MOON SISTERS

A GIRL NAMED SUE

CAT LADY

FLORAL, SOFT & ENCHANTING.

SWEET, BOTANIC & REBELLIOUS.

SMOOTH, SWEET & SOFT.

ROSE, NEROLI, LAVENDER & VETIVER.

RASPBERRY & SAGE.

COCONUT, COCOA, PINEAPPLE & VANILLA.

Charcoal & Prebiotic Formula MSRP $30 CAD | $25 USD

Classic Formula MSRP $28 CAD | $24 USD

Classic Formula MSRP $28 CAD | $24 USD

Come see why over one million formerly stinky friends trust their armpits and social life with sister-owned Routine a deodorant that is not only natural, but works way better than anything else you’ve ever tried. Fun and versatile, these life-changers will second as your signature scent.

STICK AROUND. BYE, FOREVER.

11

Natural Deodorant STICKS

12

THE CURATOR BSF

BONNIE N’ CLYDE

BLACKBERRY BETTY

BOTANIC, AROMATIC & SAVVY.

SIMPLE, NAKED & AU NATUREL.

BERRIED, SYRUPY & SPIRITED.

EUCALYPTUS, GERANIUM, BLACK SPRUCE & COCOA.

UNSCENTED.

BLACKBERRY, RASBERRY & VANILLA.

Baking Soda Free Formula MSRP $28 CAD | $24 USD

Classic Formula MSRP $28 CAD | $24 USD

Classic Formula MSRP $28 CAD | $24 USD

LUCY IN THE SKY

SWEET JANE

LIKE A BOSS

FLORAL, GROUNDING & MELLOW.

SUGARED, WARM & ENDEARING.

FRESH, CLEAN & POWERFUL.

LAVENDER, PATCHOULI & VANILLA.

VANILLA, ROSE, CINNAMON & TONKA.

BERGAMOT, GERANIUM, ROSEMARY & TANGERINE.

Classic Formula MSRP $28 CAD | $24 USD

Classic Formula MSRP $28 CAD | $24 USD

Full Strength Formula MSRP $28 CAD | $24 USD

STICK AROUND. BYE, FOREVER.

Natural Deodorant STICKS REUBEN & THE DESERT

BONITA APPLEBOM

THE CLASS

MUSKY, SMOKED & NUANCED.

WARM, SPICED & NOSTALGIC.

WARM, GROUNDING & DIVINE.

PALO SANTO, TOBACCO, VETIVER & AMYRIS.

APPLE, CLOVE, NUTMEG & VANILLA.

ORRIS, JASMINE, TONKA & AMYRIS. A collab with @theclass

A collab with @reubenandthedark Classic Formula MSRP $28 CAD | $24 USD

Classic Formula MSRP $28 CAD | $24 USD

Classic Formula MSRP $33 CAD | $27 USD

DIRTY HIPSTER NO.4

SUPERSTAR

JOHNNY'S CASH

EARTHY, DEEP & LAIDBACK.

WARM, RICH & ICONIC.

WOODSY, FRESH & CLASSIC.

PATCHOULI, MINT, COCOA & VETIVER.

TONKA, SAGE, CARDAMOM & ROSALINA.

CEDARWOOD, PINE, BERGAMOT & PATCHOULI.

Classic Formula MSRP $28 CAD | $24 USD

Classic Formula MSRP $30 CAD | $25 USD

Classic Formula MSRP $28 CAD | $24 USD

STICK AROUND. BYE, FOREVER.

13

Natural Deodorant MINIS 5g MINIS | MSRP $5 CAD | $4 USD

Natural Deodorant MINIS KITS MINIS KITS | MSRP $18 CAD | $14 USD

14

FIND YOUR SCENT SOULMATE.

“The journey to finding your signature scent should be fun, which is why these adorable 5g deodorant minis have been part of our product family since day one. They're the perfect way to trial our 17 scent library to find your soulmate, before commiting to the full-sized jar. Plus, they're perfect for packing into your travel bag for all your great adventures.” - N & P

Photographed by Taylor Hansen

Featured Product

Superstar Deo JAR

PHOTOGRAPHED BY

INTERVIEWED BY

Taylor Hansen

Kelsey MacDougall

NEXT GENERATION An Interview with Soleil Blair our Cover Model, Filmmaker, and Neige’s Daughter. ___ We sat down and asked what it’s like working for the family business.

- AND about her personal routine.

What is your role in the company?

(Where can we find your work?!)

[KM] I curate the social media, and do videography. All the videos you see for routine on IG, routinecream.com, Tik Tok, Pinterest, and YouTube. [SB]

Morning, Soleil!

Thanks for taking this inteview, for all of the long time lovers and the new BFFs of Routine.

Let’s dive in..

How long have you been working for the company, and how did it come to be? [KM] I have been working for Routine since I was 15. I started in the first small warehouse in Crowfoot (before that everything was in my grandparents’ basement), packing mini boxes for my Mom to pay my phone bill. I would take the train there from Junior High school. [SB]

What does a week-in-the-life look like for you at Routine? [KM] Monday is the big marketing day.

Tuesday is more chill - mostly Alaira and me in the office and planning mini mic. Wednesday [is our] team lunch! Thursday is when the team does The Class – all the power to them, but I don’t. Sleep speaks to me more.

OK - spill the tea on your personal routine. Which products are on your vanity? [KM] Not speaking to anyone for the 2 hrs after I wake up. I’m non verbal in the morning. I live and breathe Sexy Sadie Conditioner. It’s magical and I don’t know what I’d do without it. I never use anything else. I use it as a hair mask and as shaving cream too.

If I go away on vacation and forget it I just won’t use anything else. Also the new mists – the NEW So&So and anything that smells like cute boys. [SB]

What’s the best part of working with family? [KM] I don’t live at home anymore, and it’s nice because I still get to see my Mom every day. I would miss her too much if I didn’t get to see her every day. Also getting to see Pippa. Love Pippa too. [SB]

Sexy Sadie Condish Last question. Favourite scent.

Do you have one? [KM] Sexy Sadie or So&So. Easily. Sometimes it changes, but I always come back to Sexy Sadie. [SB]

17

Crème, Perfected.

“We pay such close attention to what goes onto our face, why would we do otherwise for our body? Our Natural Body Creams are luxuriously silky to nourish even the driest of skin, formulated with cranberry seed oil, shea butter and a bottle-full of botanics. Just pick your signature scent & the colour that matches your bathroom vibe.”

- N&P

Crème, Perfected

20

MAGGIE'S FARM

SEXY SADIE

MOON SISTERS

BRIGHT, SMOKY & BOHEMIAN.

SWEET, SPICY & DELIGHTFUL.

FLORAL, SOFT & ENCHANTING.

AMYRIS, PINK GRAPEFRUIT, JASMINE

YLANG YLANG, SWEET ORANGE, VANILLA

ROSE, NEROLI, LAVENDER

MSRP $32 CAD | $26 USD

MSRP $32 CAD | $26 USD

MSRP $32 CAD | $26 USD

LIKE A BOSS

LUCY IN THE SKY

SWEET JANE

FRESH, CLEAN & POWERFUL.

FLORAL, GROUNDING & UPLIFTING.

SUGARED, WARM & ENDEARING.

BERGAMOT, GERANIUM

LAVENDER, PATCHOULI, VANILLA

VANILLA, TONKA, ROSE

MSRP $32 CAD | $26 USD

MSRP $32 CAD | $26 USD

MSRP $32 CAD | $26 USD

STAY WILD. KEEP YOUR OPTIONS OPEN.

Crème, Perfected A GIRL NAMED SUE

CAT LADY

THE CURATOR

SWEET, BOTANIC & REBELLIOUS.

SMOOTH, SWEET & SOFT.

BOTANIC, AROMATIC & SAVVY.

RASPBERRY, SAGE

COCONUT, PINEAPPLE, VANILLA

EUCALYPTUS, GERANIUM, COCOA

MSRP $32 CAD | $26 USD

MSRP $32 CAD | $26 USD

MSRP $32 CAD | $26 USD

DIRTY HIPSTER NO.4

SUPERSTAR

JOHNNY'S CASH

EARTHY, DEEP & LAIDBACK.

WARM, RICH & ICONIC.

WOODSY, FRESH & CLASSIC.

PATCHOULI, MINT, COCOA & VETIVER

TONKA, CARDAMOM, ROSALINA

PINE, PINE, PINE

MSRP $32 CAD | $26 USD

MSRP $32 CAD | $26 USD

MSRP $32 CAD | $26 USD

STAY WILD. KEEP YOUR OPTIONS OPEN.

21

Morning, Sunshine!

“When we thought of what we wanted in our perfect skincare, it was instant gratification, long term results. Our Day Face and Night Face beauty oils are packed with botanical nutrients, vitamins, and antioxidants to act as your essential base layer under skincare or makeup. Try as a midday glow booster or also as an emollient cleanser to trap makeup/ impurities and lift them away.” - N & P

Night, Love.

“We are always inspired to formulate products that we feel are missing from our routines. We needed a do-it-all bathroom essential which is why we made the Natural Body Oil, a daily necessity that deeply moisturizes, cleanses, and is the best shaving lubricant, massage, and bath oil.” - N & P

Natural Body Oil Sexy Sadie Natural Body Oil

Moon Sisters Natural Body Oil

SEXY SADIE

Sweet, spicy & delightful.

MOON SISTERS

Floral, soft & enchanting.

The Curator Natural Body Oil

THE CURATOR

Botanic, aromatic & savvy.

Superstar Natural Body Oil

Dirty Hipster Natural Body Oil

DIRTY HIPSTER NO.4 Earthy, deep & laidback.

The Class Natural Body Oil

SUPERSTAR

Warm, rich & iconic.

THE CLASS

Warm, grounding & divine.

Natural botanical oils quickly deliver nourishment and elasticity to your skin and hair. When paired with warm, damp skin, Routine oils seal in moisture while infusing you with nature’s finest. Step into a steamy reverie and take it from the shower to the night stand - Routine’s bespoke blends are specially formulated for every inch you can pinch.

PICK ME UP. PUT ME ON.

Natural Face Sérum

26

DAY FACE OIL

NIGHT FACE OIL

ACTIVATE. PROTECT. ILLUMINATE.

PRESERVE. IMPROVE. TRANSFORM.

Your morning elixir or late afternoon skin snack.

Pre-game or night cap.

Gorgeous, supportive botanicals of Myrrh, Frankincense & Raspberry Seed to lift, tone & defend.

Gorgeous, supportive botanicals of Vetiver, Black Cumin & Neroli to nourish, tighten & repair skin.

Vitamin C derived from Sea Buckthorn to protect.

Rosehip for the glow & antioxidants.

Rose to balance.

Evening Primrose for antioxidants.

BELLE CHANCE (Beautiful luck) as the French say.

BELLE CHANCE (Beautiful luck) as the French say.

PRESERVE YOU(TH).

FOREVER YOU(NG).

MSRP $58 CAD | $43 USD

MSRP $64 CAD | $49 USD

THE POWER OF FLOWERS.

Natural Body Oil SEXY SADIE

MOON SISTERS

THE CURATOR

SWEET, SPICY & DELIGHTFUL.

FLORAL, SOFT & ENCHANTING.

BOTANIC, AROMATIC & SAAVY.

Ylang Ylang, Sweet Orange, Vanilla & Cinnamon.

Rose, Neroli, Lavender & Vetiver.

Eucalyptus, Geranium, Black Spruce & Cocoa.

MSRP $52 CAD | $42 USD

MSRP $52 CAD | $42 USD

MSRP $52 CAD | $42 USD

DIRTY HIPSTER NO.4

SUPERSTAR

THE CLASS

EARTHY, DEEP & LAIDBACK.

WARM, RICH & ICONIC.

WARM, GROUNDING & DIVINE.

Patchouli, Mint, Cocoa & Vetiver.

Tonka, Sage, Cardamom & Rosalina.

Orris, Jasmine, Tonka & Amyris.

MSRP $52 CAD | $42 USD

MSRP $52 CAD | $42 USD

MSRP $74 CAD | $59 USD

PICK ME UP. PUT ME ON.

27

Go Sports!

routine.

Go Sports!

routine.

Botanic Perfume Balm

30

SEXY SADIE

THE CURATOR

CAT LADY

SWEET, SPICY & DELIGHTFUL.

BOTANIC, AROMATIC & SAVVY.

SMOOTH, SWEET & SOFT.

Ylang Ylang, Sweet Orange, Vanilla & Cinnamon.

Eucalyptus, Geranium, Black Spruce & Cocoa.

Coconut, Cocoa, Pineapple & Vanilla.

MSRP $42 CAD | $34 USD

MSRP $42 CAD | $34 USD

MSRP $42 CAD | $34 USD

DIRTY HIPSTER NO 1

SUPERSTAR

THE CLASS

EARTHY, DEEP & LAIDBACK.

WARM, RICH & ICONIC.

WARM, GROUNDING & DIVINE.

Patchouli, Patchouley & Patchoulé.

Tonka, Sage, Cardamom & Rosalina.

Orris, Jasmine, Tonka & Amyris.

MSRP $42 CAD | $34 USD

MSRP $42 CAD | $34 USD

MSRP $64 CAD | $51 USD

PERFUME WITH BENEFITS.

Botanic

perfume

Balm

SEXY SADIE

Sweet, spicy & delightful.

MSRP $42 CAD | $34 USD

“We want everything that comes from our formulating fingers to be effective, kind to mother nature, multipurpose, and of course smell incredible. Our fans love their signature deodorant scents so much, we decided to create this perfect lil’ pot of nourishing botanic balm with beeswax and cocoa butter that acts as a perfume, salve for skin - neck, décolletage, wrists, top of hands, cuticles, elbows, and knees - and hair balm, for split ends and flyaways.” - N & P

Canada’s most anticipated toothpaste, for people with teeth!

dirty hipster

sexy sadie

FRESH MINT FOR YOUR DIRTY MOUTH

CINNAMON FOR SWEET & SPICY NOTHINGS

120ML $14 MSRP 20ML $7 MSRP

120ML $14 MSRP 20ML $7 MSRP

Kiss more, say less

Because hydroxyapetite is too long a word anyways WHAT IS HYDROXYAPATITE HYDROXYAPATITE (HA) IS A NATURAL MINERAL THAT MAKES UP 97% OF TOOTH ENAMEL AND 70% OF BONE, GIVING THEM STRENGTH AND STRUCTURE. BENEFITS OF HYDROXYAPATITE ENHANCES ENAMEL RE-MINERALIZATION PREVENTS DENTAL HYPERSENSITIVITY RESTORES NATURAL WHITE SMILE SAFE IF ACCIDENTALLY SWALLOWED

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THINGS TO LOVE ABOUT ROUTINE TOOTHPASTE FLUORIDE-FREE HYDROXYAPETITE RECYCLABLE SUGAR CANE TUBE FRESH CLEAN FINISH NO ARTIFICIAL FLAVOURS NO SLS/ PARABENS VEGAN 100% YUMMY MADE IN THE CANADIAN ROCKIES

MADE IN CANADA SISTER OWNED

Photographed by

Kelsey MacDougall

Model

Soleil Blair

Kiss Kiss, Bang Bang.

Brushing with NEW and yummy Sexy Sadie toothpaste is just the thing for date night! Natural cinnamon gives you a clean mouth feel, and breath that smells like love, without ruining the taste of your drinks or dinner.

1.

Sexy Sadie

Toothpaste

3.

Sexy Sadie Hand & Body Wash

4.

2.

Sexy Sadie Body Crème

Sexy Sadie

Shampoo & Condish

“Girls Just Wanna Have Fun” 5.

Sexy Sadie Deodorant JAR

7.

6.

Sexy Sadie Natural Body Oil

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SWEET, SPICY & DELIGHTFUL

Sexy Sadie Deodorant STICK

Choose Your Scent Guide

Sweet Sweet Jane

Cat Lady

Floral Moon Sisters

Lucy In The Sky

...And Options.

Smokey Maggie’s Farm

Reuben & The Desert

Botanic Like A Boss

The Curator

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Turn Up The Volume.

Our Photographer - Taylor Hansen @taylorkatephotos - on the other side of the camera.

SHAMPOO SEXY SADIE YLANG YLANG, SWEET ORANGE, VANILLA & CINNAMON. Hydrating for Thirsty, Wavy or Curly hair.

MSRP $28 CAD | $24 USD

THE CURATOR EUCALYPTUS, GERANIUM, BLACK SPRUCE & COCOA. Volumizing for Uninspired, Fine or Oily hair.

MSRP $28 CAD | $24 USD

CAT LADY COCONUT, PINEAPPLE, VANILLA & COCOA. Smoothing for Tangled, Frizzy or Damaged hair.

MSRP $28 CAD | $24 USD

DIRTY HIPSTER NO.4 PATCHOULI, MINT, COCOA & VETIVER. Normalizing for Bored, Dull or Combo hair.

MSRP $28 CAD | $24 USD

JOHNNY'S CASH CEDARWOOD, PINE, BERGAMOT & PATCHOULI. Energizing for Weary, Dull or Thin hair.

MSRP $28 CAD | $24 USD

SHAMPOO IS BETTAH, I GO ON FIRST & CLEAN THE HAIR

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CONDISH SEXY SADIE YLANG YLANG, SWEET ORANGE, VANILLA & CINNAMON. Hydrating for Thirsty, Wavy or Curly hair.

MSRP $28 CAD | $24 USD

THE CURATOR EUCALYPTUS, GERANIUM, BLACK SPRUCE & COCOA. Volumizing for Uninspired, Fine or Oily hair.

MSRP $28 CAD | $24 USD

CAT LADY COCONUT, PINEAPPLE, VANILLA & COCOA. Smoothing for Tangled, Frizzy or Damaged hair.

MSRP $28 CAD | $24 USD

DIRTY HIPSTER NO.4 PATCHOULI, MINT, COCOA & VETIVER. Normalizing for Bored, Dull or Combo hair.

MSRP $28 CAD | $24 USD

JOHNNY'S CASH CEDARWOOD, PINE, BERGAMOT & PATCHOULI. Energizing for Weary, Dull or Thin hair.

MSRP $28 CAD | $24 USD

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CONDITIONER IS BETTAH, I LEAVE THE HAIR SILKY & SMOOTH

Silky & Smooth

Models: Soleil Blair @soleilblair, Hoi Kwan @hoitattoo

Our Photographer

Taylor Hansen on the other side of the camera

So Fresh & So Clean “Routine's credo is to make life-changing products that are effective, nourishing and stylish. These Hand & Body Washes create a naturally signature-scented, luxuriously creamy lather that cleans your skin without stripping away precious moisture. The champagne of bubbles.” - N&P

HAND & BODYWash SEXY SADIE

LUCY IN THE SKY

YLANG YLANG, SWEET ORANGE, VANILLA & CINNAMON

LAVENDER, PATCHOULI & VANILLA

MSRP $28 CAD | $24 USD

MSRP $28 CAD | $24 USD

A GIRL NAMED SUE

MAGGIE'S FARM

RASPBERRY & SAGE

AMYRIS, PINK GRAPEFRUIT & JASMINE

MSRP $28 CAD | $24 USD

MSRP $28 CAD | $24 USD

THE CURATOR

DIRTY HIPSTER NO 4

EUCALYPTUS, ROSEMARY & COCOA.

PATCHOULI, MINT, COCOA & VETIVER

MSRP $28 CAD | $24 USD

MSRP $28 CAD | $24 USD

LIKE A BOSS

JOHNNY’S CASH

BERGAMOT, GERANIUM, ROSEMARY & TANGERINE.

CEDARWOOD, PINE, BERGAMOT & PATCHOULI

MSRP $28 CAD | $24 USD

MSRP $28 CAD | $24 USD

SO FRESH, SO ROUTINE.

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SOAP NATURAL. Botanicals in this sudsy, natural formula do all the good things: cleanse, hydrate, nourish and leave you smelling oh so bespoke.

“Some are bar soap in the shower people, some are bar soap at the sink people. We believe that you just always need a gorgeous do-it-all bar of soap for everyone and everywhere. Our Natural Soap Bars are handmade in small batches and scented only with 100% botanic oils, and can be used for hands, body, face, and everything in between.” - N&P NATURAL BODY SOAP

Hand & Body SOAP SEXY SADIE SWEET, SPICY & DELIGHTFUL. At the ranch, on the town, combat boots, vintage gown. Up past midnight, little so and so’s. Blue √ verified but please, no photos.

CLASSIC FORMULA MSRP $15 CAD | $12 USD

THE CURATOR BOTANIC, AROMATIC & SAVVY. Straightforward is out, nuanced is in. But, Oooh when it hits, that makes you grin. Perspicacious, discerning and making decisions. Woke up like this.

Savvy, natural intuition.

CLASSIC FORMULA MSRP $15 CAD | $12 USD

DIRTY HIPSTER NO.3 EARTHY, DEEP & LAIDBACK. You liked that band before they sold out. At the farmers market, you bought sauerkraut. Wearing a toque in the middle of summer.Rolled your eyes at that boomer, driving a hummer.

CHARCOAL FORMULA MSRP $15 CAD | $12 USD

YOU’RE SOAP SPECIAL.

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The Toothfairy’s Choice Your 100% natural, fluoride-free toothpaste

Make your mouth so fresh and so clean with Routine dream toothpaste cream. Featuring moonlight charged essential oils and mineral rich hydroxyapatite, to polish those ivories and give your cakehole good mouth feels and youthful longevity. Kiss kiss, bang bang and don’t forget to scrape your tongue, silly goose.

DIRTY HIPSTER ARMPIT TOOL [& GLORIFIED TONGUE SCRAPER] REMOVES BUILDUP | COPPER Removes odor-causing buildup, while providing a lil' lymphatic massage.

MSRP $22 CAD | $22 USD

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“As the armpit experts and forever dirty hipsters, we wanted to create a scrub for all people and all armpits.

The Dirty Hipster Armpit Scrub is formulated with locally roasted coffee grounds and charcoal to detoxify and remove impurities. Teamed up with the Armpit Tool, it’s the ultimate combo for the freshest armpits and to help your Routine deodorant be more effective than ever.”

-N&P

Armpit Essentials. Where Grit Meets Glow.

Dirty Hipster Armpit Scrub

MSRP $28 CAD | $24 USD

PATCHOULI, MINT, COCOA & VETIVER Cleanse, Polish & Brighten to give your armpits a fresh reset.

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Get Back To

Natural

routine.

From our original deodorant JARS to our newest Mists, from Musky to Spicy, there’s a Routine product made just for you. No matter who you are, where you’re from, what you do, as long as it’s Natural.

Stay Wild. Go Sports!

Model: Collaborator, Reuben Bullock of ‘Reuben And The Dark’ @reubenandthedark | reubenandthedark.com

MUSKY, SMOKED & NUANCED.

INTERVIEWED BY

A Scent Collaboration

Reuben & The Desert

Kelsey MacDougall

Bowling shoes, talking blues. Wander, ponder, roam.

Skate park tricks, guitar licks, cover of the Rolling Stone. @reubenandthedark | www.reubenandthedark.com

What routine values are most in alignment with yourself and your work as an artist and musician? [KM] They are self-made, grassroots, and surrounded and supported by the same community they came up in.

Reuben And The Dark has always felt like a family band. Routine feels like a family company. We have a lot in common. [RB]

Hi Reuben Thanks for sitting down with us!

Let’s get right to it...

Deodorant and Music. Random. Or Not? How did this collab come to be?

[KM] I was already a fan of routine before we met, and it was a surprise that they were fans of my music.. Neige threw a sample to me at a concert. It is random - and that’s part of why I think it’s cool.

Musicians are a pretty sweaty breed.

[This collaboration] has definitely kept the whole band smelling sweet. [RB]

What was the process for developing this particular scent?

[KM] I told Neige all of the things that I liked, and she would send samples to me to smell and wear. They really nailed it - it’s a combo of all of my favourite scents. [RB] What is your favourite Reuben & The Desert product? [KM] The classic Deodorant JAR. Always.

[RB]

Do you have other favourite scents by routine? [KM] I got a Johnny’s Cash deodorant as a present way back in the day. That was my intro to routine... so that’s probably my second fave. [RB] What are your personal daily routines? [KM] Wake up. Drink Coffee. Look at the sunshine for a couple of minutes. Then try to write a hit song. [RB] Last question. Any new music? [KM] Yes! So much. NEW ‘Reuben’ Solo Album was released in December. A Collaboration with ‘The Bullhorn Singers’ (Native American Powwow Group) - EP coming Spring 2025. Then a new full-length album from ‘Reuben And The Dark’ in Fall 2025. [RB]

Reuben & The Desert Deodorant JAR MUSKY, SMOKED & NUANCED Palo Santo, Tobacco, Vetiver & Amyris.

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Made Wild.

In the West.

LIP CHAP I LIKE YOUR LIP CHAP, IT'S REAL BIG

THE MOST AWKWARD LIP CHAP OF MY LIFE, WHAT DO YOU THINK. One stick lasts 12 months to Always & Forever.

MSRP $28 CAD | $24 USD

“Put this nourishing nunchuk of wonder on your bedside table, in your car, your kitchen, and your purse. This oversized serum balm was crafted with Routine Night Face Serum to hydrate chapped lips, skin, and prevent wrinkles around the mouth. It's pretty much like a balm and skincare mixed, formulated for its skills and magic.”

-N&P

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Body, Hair & Atmosphere Mists IN-SCENT GRATIFICATION Botanical oils and H2O quickly deliver hydration and nourishment to your skin and hair. Get the best smells going whilst gently hydrating your fine self. Routine’s wildly bespoke blends are all natural, botanical, and specially formulated for all your places and spaces like closets, cars and bars (with stops at all the beautiful places in between). Get misty in the morning, misty in the evening, at high noon, after bored or safety meetings.

SO & SO Your NOUVEAU Scent in a MIST SANTAL, MUSKY, ALLURING. MSRP $87 CAD | $64 USD

HAIR, THERE, AND EVERYWHERE.

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It’s In The Mist

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MAGGIE'S FARM

SEXY SADIE

MOON SISTERS

BRIGHT, SMOKY & BOHEMIAN.

SWEET, SPICY & DELIGHTFUL.

FLORAL, SOFT & ENCHANTING.

AMYRIS, PINK GRAPEFRUIT, JASMINE

YLANG YLANG, SWEET ORANGE, VANILLA

ROSE, NEROLI, LAVENDER

MSRP $52 CAD | $38 USD

MSRP $52 CAD | $38 USD

MSRP $52 CAD | $38 USD

LUCY IN THE SKY

SWEET JANE

LIKE A BOSS

FLORAL, GROUNDING & UPLIFTING.

SUGARED, WARM & ENDEARING.

FRESH, CLEAN & POWERFUL.

LAVENDER, PATCHOULI, VANILLA

VANILLA, TONKA, ROSE

BERGAMOT, GERANIUM, TANGERINE

MSRP $52 CAD | $38 USD

MSRP $52 CAD | $38 USD

MSRP $52 CAD | $38 USD

HAIR, THERE, AND EVERYWHERE.

It’s In The Mist THE CURATOR

REUBEN & THE DESERT

DIRTY HIPSTER NO.4

BOTANIC, AROMATIC & SAVVY.

MUSKY, SMOKED & NUANCED.

EARTHY, DEEP & LAIDBACK.

EUCALYPTUS, GERANIUM, COCOA

AMYRIS, PALO SANTO, TOBACCO

PATCHOULI, MINT, COCOA

MSRP $52 CAD | $38 USD

MSRP $52 CAD | $38 USD

MSRP $52 CAD | $38 USD

JOHNNY'S CASH

SUPERSTAR

THE CLASS

WOODSY, FRESH & CLASSIC.

WARM, RICH & ICONIC.

WARM, GROUNDING & DIVINE.

PINE, YLANG YLANG, CEDARWOOD

TONKA, CARDAMOM, VETIVER

ORRIS, TONKA, JASMINE & AMYRIS

MSRP $52 CAD | $38 USD

MSRP $52 CAD | $38 USD

MSRP $87 CAD | $64 USD

HAIR, THERE, AND EVERYWHERE.

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The Element Drop

With the Surprise Inside

Element Drops THE CURATOR

BOTANIC, AROMATIC & SAVVY. EUCALYPTUS, GERANIUM, COCOA MSRP $42 CAD | $34 USD

MOON SISTERS

FLORAL, SOFT & ENCHANTING. ROSE, NEROLI, LAVENDER MSRP $42 CAD | $34 USD

SEXY SADIE

SWEET, SPICY & DELIGHTFUL. YLANG YLANG, SWEET ORANGE, VANILLA MSRP $42 CAD | $34 USD

MAGGIE’S FARM

BRIGHT, SMOKY & BOHEMIAN. AMYRIS, PINK GRAPEFRUIT, JASMINE MSRP $42 CAD | $34 USD

REUBEN & THE DESERT MUSKY, SMOKED & NUANCED. AMYRIS, PALO SANTO, TOBACCO MSRP $42 CAD | $34 USD

DROP IT LIKE IT’S NATURAL

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Element Drops BONITA APPLEBOM

WARM, SPICED & NOSTALGIC. APPLE, CLOVE, NUTMEG & VANILLA MSRP $42 CAD | $34 USD

LUCY IN THE SKY FLORAL, GROUNDING & MELLOW. LAVENDER, PATCHOULI, VANILLA MSRP $42 CAD | $34 USD

SWEET JANE

SUGARED, WARM & ENDEARING. VANILLA, TONKA, ROSE MSRP $42 CAD | $34 USD

LIKE A BOSS

FRESH, CLEAN & POWERFUL. BERGAMOT, GERANIUM, TANGERINE MSRP $42 CAD | $34 USD

DIRTY HIPSTER

EARTHY, DEEP & LAIDBACK. PATCHOULI, MINT, COCOA MSRP $42 CAD | $34 USD

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DROP IT LIKE IT’S NATURAL

Element Drops JOHNNY’S CASH

WOODSY, FRESH & CLASSIC. PINE, YLANG YLANG, CEDARWOOD MSRP $42 CAD | $34 USD

SUPERSTAR

WARM, RICH & ICONIC. TONKA, CARDAMOM, VETIVER MSRP $42 CAD | $34 USD

THE CLASS

WARM, GROUNDING & DIVINE. ORRIS, TONKA, JASMINE & AMYRIS MSRP $64 CAD | $51 USD

SO & SO

SANTAL, MUSKY & ALLURING. SANDALWOOD, TONKA, CEDAR, AMBER MSRP $64 CAD | $51 USD

DROP IT LIKE IT’S NATURAL

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Boutique Hotel? Routine.

Stay With Us @unionhotel

Photograph @unionhotel by @neilanthonywatson @iandresimon

Inquiries

hello@routinecream.com or

1-800-routine.

FIND YOUR SCENT SEARCH

Reuben & (And) The Desert A Girl Named Sue Lucy In The Sky Moon Sisters Johnny’s Cash The Class Cat Lady Bonita Applebom Dirty Hipster

Sexy Sadie The Curator So & (And) So Blackberry Betty Bonnie n’ Clyde Maggie’s Farm Sweet Jane Superstar Like A Boss

THE CLASS

Do you know her?

The Class was created in Tribeca, New York by Taryn Toomey around the same time we were birthing Routine. Tapping into the same frequency… obvs.

It’s hard to describe this cathartic movement workout set to music that is always top shelf.

You just have to try it and then, have to feel about it and see if it aligns… it will.

Neige, (our pheromone FEMME) and TT (MOTHER of moves) came together in sisterhood, friendship and Orris to bottle the scent that would embody The Class… it worked like a charm. @theclass | www.theclass.com

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63

Made Wild in The West

At the base of the Canadian Rockies.

ROUTINE SHOP & REFILL BAR 4539 6 ST NE, SUITE 3, CALGARY, AB

@ROUTINECREAM ROUTINECREAM.CA