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When Beauty Meets Sex Where Wellness Goes Next Why We Need Ethics

Mariam White Founder and CEO Caitlin Agnew Editor Jed Tallo Art Director Seerlee Archer Brand & Marketing Specialist Jess Way Public Relations Director Blok Design Branding

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Contributors Marjorie Dunham-Landry, Aliza Esmail, Sarah Fedor, Marlowe Granados, Graydon Herriott, Emilie Iggiotti, Elaine Jyll Regio, Nargis Khan, Caroline Levin, Kristen Lim Tung, Ramzi Mahmoud, Saijah Reid, Saty + Pratha, Wing Sze Tang, Lauren Tamaki, Jordan Tidd, Robert Weir, Ingrie Williams On the Cover Photography Saty + Pratha; makeup Caroline Levin (P1M); hair Aliza Esmail; manicure Nargis Khan (P1M);model Jordan Tidd (Next Canada); photography assistant Kristen Lim Tung hi@livingbeautyinc.com livingbeautyinc.com @livingbeautyinc

Beauty is constantly evolving. We’re thrilled to announce that to reflect this dynamic industry we’re taking a new direction as Living Beauty Inc. With passion as our guide, we’ll continue to help people discover the magic of beauty by sharing exceptional knowledge, information about innovative, effective products and the advice of visionary professionals. After a year of living with this pandemic, what stands out most for me is the strength of the emotional connections within the beauty industry. In the face of unprecedented adversity, beauty professionals and business owners have shown a resilient creativity and dedication—either virtually via social media or during those too few moments when we were able to visit spas and salons in person—that has inspired us all. It would be an understatement to say that we miss the rituals and relationships nurtured in these judgment-free zones. These wonderful interactions are an essential part of everyone’s lifestyle, and this is increasingly defined by the ethics behind the decisions we make. There has never been a better time for the emergence of an ethical beauty industry. This holistic approach goes beyond notions of “clean” and takes into account the purpose of every component of a product or service, from business practices to ingredient sourcing to, most importantly, respect for humanity and the planet. Recognizing the beauty that’s all around us, I would like for us to continue inspiring, uplifting and nurturing these life-changing emotional connections. That’s Living Beauty Inc.

xo Mariam Founder and CEO, Living Beauty Inc.

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M. WHITE PORTRAIT BY SATY + PRATHA; MAKEUP, ROBERT WEIR; HAIR, RAMZI MAHMOUD; STYLIST, ELAINE JYLL REGIO. PRODUCT PHOTOGRAPHY, GRAYDON HERRIOTT; ART DIRECTION, BLOK DESIGN

Founder’s Note

Contributors

What does living beauty mean to you? MARLOWE GRANADOS

“I like the idea that beauty can have several phases, all distinct and worth going through.” Marlowe is the Toronto-based writer of “Safe Space” (page 28), her personal look at the essential relationships we find in spas and salons. Last year, she published her debut novel, Happy Hour. SATY + PRATHA

“Choosing experiences that bring us a sense of well-being and surrounding ourselves with things we find aesthetically and emotionally pleasing—to inspire us and connect us to the wider world.”

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The eyes behind “Spring Fever” (page 24), photographers Saty + Pratha got their start in 2010 when they moved to a city where they didn’t know anyone: London, England. Today, they call Bloomfield, Ont., home.

ROBERT WEIR

“I think living beauty is a call to action to show empathy, kindness and love to all—including yourself.”

JORDAN TIDD

“Living your own beautiful life while using environmentally friendly resources that enhance your naturally beautiful individual self.”

A Toronto-based makeup artist, Robert has worked with countless celebrities and continues to build a portfolio that spans different races, sexualities and genders. For this issue, he was the makeup artist for our team portraits (page 38).

Toronto-based model Jordan is the cover star of Journal 01. A new face who signed with Next Canada just over a year ago, she credits her grandmother with encouraging her to begin her career in the fashion industry.

LAUREN TAMAKI

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Born in Calgary, raised in Toronto and now based in Brooklyn, Lauren is an illustrator who has drawn for everything from The New York Times to Into the Gloss. She captured the essence of our feminist beauty icons for “Beautiful Revolution” (page 34).

“Your perception of yourself evolving as you age, letting go of your past self and what she looked like.”

Code of Ethics By W i n g S z e Ta n g

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The consumer appeal of clean or natural beauty is undeniable, but the claim isn’t regulated and thus fuzzy. Plus, many experts disagree with the generalization that synthetic ingredients are inherently bad. Enter ethical beauty, an all-encompassing approach that takes the full picture into account, from environmental sustainability to bottomline effectiveness.

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PHOTOGRAPHY BY SATY + PRATHA

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The environment is increasingly top of mind for many consumers, but figuring out whether or not a beauty product is truly sustainable is pretty complicated. There are numerous factors to be considered, from the raw materials to the manufacturing, packaging and distribution to the product’s end-of-life. (Can it be recycled or does it create waste?) Ingredients aren’t the whole story, but they’re still a big deal. Contrary to popular belief, however, an ingredient’s natural or synthetic origin doesn’t reveal much about whether it’s eco-friendly. Take bakuchiol, the headline-grabbing plant extract dubbed nature’s (gentle) answer to retinol. Popping up in a fast-growing number of wrinkle smoothers, it’s derived from Psoralea corylifolia (or babchi), a medicinal herb some researchers deem endangered. Although responsible suppliers exist, the plant’s population in the wild has reportedly declined quickly due to indiscriminate collecting. Similarly, a recent review of sustainability in the cosmetics industry published in the Journal of Cleaner Production pointed out that raw materials from vegetable sources can lead to deforestation—the most notorious example of this is palm oil, which causes rampant destruction of tropical rainforests. The review also noted that synthetic “nature identical” substances can, in fact, play an important role in sustainability. So, truly ethical beauty means going further than favouring natural over synthetic; it requires a brand to scrutinize every step in the manufacturing process. “To judge the sustainability of a product or ingredient, we verify the traceability of it,” says Laure Bouscharain, R&D manager at Biologique Recherche, explaining that the brand controls the entire life cycle of a product, starting with the ingredients. “We follow their evolution from the producer or harvesting to their processing or extraction until the arrival in our factory, where they are used with care. We audit our partners to ensure their reliability and compliance with our CSR [Corporate Social Responsibility] charter, which they have all signed.”

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Holistic Formulas Over Hype Beauty consumers are more ingredient-conscious than ever, self-educating with online information (and sometimes misinformation). This has contributed to the rise of ingredient-centric product marketing—and even entire brands based on “single-ingredient skincare,” distinguished by pared-down formulas. One side effect of hyping the hero ingredient of the day is that it can entice people to purchase items unsuitable for their skin, leading to waste. “Cannabidiol [CBD] is described by some brands as the ‘superhero’ of cosmetic ingredients,” says Bouscharain when asked about overhyped ingredients unlikely to work very well for most people. “In line with the trend toward all natural and with the search for well-being, CBD seduces many consumers, who are also sometimes tempted by the perfume of prohibition that has long accompanied it.” But after studying CBD’s performance, Bouscharain wasn’t impressed. “We have therefore chosen not to follow this trend, which is considered very marketing.” In contrast to single-ingredient hype, multi-duty skincare often involves combinations of actives designed to play well with one another. For example, Biologique Recherche’s famously potent exfoliating lotions—such as the purifying and sebum-balancing Lotion P50T and the brightening and spot-fading Lotion P50 PIGM 400—are each made with a cocktail of ingredients tailored for specific Skin Instants (an individual’s skin condition in the moment).

PHOTOGRAPHY BY GRAYDON HERRIOTT; ART DIRECTION BY BLOK DESIGN

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The complex formula of Biologique Recherche’s Le Grand Serum (from $206) exemplifies the brand’s holistic ethos.

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An effective at-home treatment, like Biologique Recherche’s Masque Vivant ($70), is always complementary to professional advice.

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Genuinely ethical beauty must live up to the promises made, which means moving away from Instagram-driven trends and toward science-backed skincare. “When I talk to people in my office, I talk about ingredients—not a product. And to be honest, the science hasn’t changed since I became a dermatologist,” says Dr. Sandy Skotnicki of Toronto’s Bay Dermatology Centre. But for consumers, evaluating what’s in a formula (and how it’s made) isn’t as easy as perusing the fine print. “The concentration of ingredients is not indicated on the labels,” says Bouscharain. At Biologique Recherche, both individual ingredients and the final product are analyzed in order to properly judge performance, she adds. There are several techniques, including in-vitro testing (“test tube”-style), ex-vivo testing (skin explants) and in-vivo (on volunteers). When it comes to selecting results-driven skincare, there’s no substitute for expertise, which is why consumers can’t just click “add to cart” to buy Biologique Recherche’s revitalizing Crème Masque Vernix, rebalancing Masque Vivant or blemish-preventing Crème Dermopurifiante. Because the brand’s products are designed for specific Skin Instants, they’re available only after the consumer undergoes a skin analysis. “For the consumer, it is difficult to judge the performance of a product based on the label,” says Bouscharain. “The best way is to ask advice from a beauty professional, who will assist the customer in finding the product that is best suited to their skin.”

Efficacy as the Ultimate Test

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Photography by Graydon Herriott

Biomimicry is the practice of designing solutions that use nature as inspiration with the overarching goal of respecting the planet. In skincare, this means creating ingredients that imitate the activity of a biological compound. Biologique Recherche’s Crème Iso-Placenta, for example, now uses lab-made peptidomimetics instead of natural peptides sourced from animals. “Biomimetic ingredients are typically very pure, highly effective and targeted and have fewer side effects compared to their natural counterparts,” explains Ivana Veljkovic, chief scientific officer at Linder Labs, who has a Ph.D. in organic chemistry. Because these ingredients are made in a lab, says Veljkovic, “they promote sustainability and the preservation of natural resources, as well as reduce the energy that is often involved in extracting biologically active compounds from natural sources.”

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Biomimetic Ingredients?

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By Ingrie Williams

I’m well into my second decade of reporting on beauty, and I’ve been a long-time observer of the superficial results of products and treatments. When I stepped into the role of beauty director at a health magazine in 2017, I began to consider how the latest ingredient, formula, treatment or device might impact skin’s health, not just its appearance. My timing couldn’t have been better, as taking a health-first view was quickly becoming an industry-wide movement. Now, with the pandemic leading to increased awareness of personal health in all forms and forcing individuals to be advocates for their own wellness, the beauty industry is even more actively branching out into this territory. Whether it’s in relation to physical, mental or sexual well-being, beauty is aligning with health. Here’s what they’re doing—and where they’re headed together next.

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James Read Gradual Tan H2O Tan Drops Face ($48) offers a customizable glow that instantly lifts the mood.

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How do you support your well-being? “I trained as a chef many years ago so cooking for me is very therapeutic—it’s a way to switch off and unwind.”

Feeling good about how you look can be empowering and mood boosting. “I suffer from depression and anxiety; using self-tan lifts my mood and makes me feel alive,” says James Read, founder of James Read Tan. With products that deliver high-performing skincare ingredients and a healthy, naturallooking glow, such as his H2O Tan Drops for Face and Body, Read is looking ahead to help more people discover the mood-boost a self-tan can impart. “Using self-tan gives you skin confidence, which helps you feel more powerful,” he says. “I think self-care is important. If you look good, you will automatically have the best mindset.” According to Euromonitor International’s 2020 Global Health and Nutrition Survey, 65 percent of consumers consider mental well-being a key factor in the perception of health. As the world emerges from the pandemic with a greater awareness of mental health, the beauty industry stands to make a striking impact. “Every health and beauty brand should be mindful of mental and emotional health coming to the front line within the wellness segment,” said Matthew Oster, global head of consumer health at Euromonitor. “Cultivating the notion of inner calm, balance and emotional support through product and service formats, digital applications and ingredient formulations, as well as community-driven platforms, will become a core manifesto for many brands.”.

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How do you support your well-being? “A 10K run is enough to clear my mind, re-energize and reboot.”

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As disrupters continue to reinvigorate the industry, many are further enhancing the inherent health benefits of existing products. Take professional hairstylist Tim Binnington, who created The Manta Healthy Hair Brush to preserve the health of his wife Dani’s hair while she underwent chemotherapy. The brush, held cradled in the palm of the hand, features a unique top-handle form and flexible, soft-touch bristles that are gentle on breakage-prone strands and can also stimulate and exfoliate the scalp to promote hair growth—great news for those who experienced a life change during the pandemic. (Doctors around the world have noticed a spike in patients with stress-induced hair loss.) While most hairbrushes aim to nurture healthy hair, The Manta preserves and encourages the strength of delicate strands, making it a trailblazer in health-inspired beauty innovations.

The worlds of beauty and sexual health are getting up close and personal. It’s a rapidly rising trend that saw Dame Products’ innovative line of vibrators included in a limited-edition Come and Glow kit from Toronto’s Consonant Skin+Care last year as well as gaining prominent shelf space at spas, salons and national stores. “We’re definitely witnessing a shift in how companies—especially retailers— are recognizing that female pleasure products are just part of the general female health and wellness experience—and by extension, self-care,” says Alexandra Fine, Dame’s co-founder and CEO. Indeed, the surge in sexual wellness product sales during lockdown was huge, making women’s sexual wellness and reproductive health poised for advances in 2021 and beyond. “We are slowly realizing how beauty and health are intrinsically linked and how pleasure also carries over into health,” says Fine.

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Magicstripes advanced sheet masks, like the Magnetic Youth Mask ($28) shown here, empower customers to enhance their skincare treatments at home when they can’t visit a professional spa. Photography, Saty + Pratha; Art director, Jed Tallo; makeup, Caroline Levin (P1M); hair, Aliza Esmail; manicure, Nargis Khan (P1M); model, Sarah Fedor (Next Canada); photography assistant, Kristen Lim Tung

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How do you support your well-being? “I meditate every morning and exercise four or five times a week. I also love to relax with a good book and take regular breaks from social media.”

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The body’s largest organ will continue to take top priority within beauty, as will new innovations focused on preserving its integrity. Brands that are invested in a deep understanding of skin health and able to offer highly customized and effective protocols will remain in high demand. One such brand is Biologique Recherche. Its products address a host of health-related needs, from antioxidant protection from blue-light exposure (Le Grand Serum) to tending to the changes of menopausal skin (Crème MSR-H). With DIY beauty remaining a necessity for the foreseeable future, at-home treatments will continue to grow in popularity. Magicstripes effectively ticks this box with products like its Hand Repairing Gloves, which moisturize, firm and lighten age spots, and its Magnetic Youth Mask, which accelerates skin cell renewal and peripheral circulation. The conversation around the skin’s microbiome is also set to expand within the larger context of skin immunity and cleanliness. At the Global Wellness Summit in November, W magazine editor Sandra Ballentine predicted that strengthening the immune system (and building physical fortitude) will be a major wellness trend across the board this year, and that will eventually translate into an increase in immunity-enhancing treatments and energy healing. How will this manifest inside a bottle? Expect to see a rise in products that reduce fears around hygiene by offering innovative antimicrobial and antibacterial beauty formulations as well as touch-free application processes and packaging. The skin is our physical barrier against germs, and keeping it as healthy as possible has never felt more important.

Skin Immunity

Spring

Fever

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Photography by Saty + Pratha

(Opposite) A Breath of Fresh Air The newest launch from Dame, Aer ($120) mimics oral stimulation with thrilling pulses of air.

What She’s Having Zee ($42), a classic bullet, and Kip ($130), which features a targeted tip, are the modern standbys everyone needs.

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Dame Products’ innovative devices have elevated the conversation about self-love, nurturing true beauty from within.

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Sweet Sensation Ergonomic, flexible and petite, Pom ($130) bends to your every whim.

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Tender Is the Night Dame’s most powerful companion, Arc ($160) was made for exploring the most intimate zones.

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A S P AC E

By Marlowe Granados

The women in my family have long been obsessed with the upkeep of their skin. Though much of their advice resembles passed-down superstitions, there are tenets that I have kept and built on as I’ve gotten older—one being the willingness to accept professional advice. My first experiences in the professional beauty realm were usually accom panied by feelings of uncertainty. It felt like a world where I was starting from the very beginning—a novice. I would mumble the name of the treatment I had booked or bashfully pulled up a photo of how I wanted to look. I never understood how friends waltzed into parties with their nails painted like miniature works of art or had their hair coloured monochromatic blond. How does one even know

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COLLAGE BY JED TALLO

With life in lockdown and spas and salons off limits for much of the year, we have an even greater appreciation for the essential services of the soul.

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what to ask for? This was a language I had yet to learn. With age, I came to realize that, much like my personal style, my beauty routine would have to be developed specifically for me. Throughout this process of trial and error, what benefited me most was the advice of the professionals I consulted along the way and the openness with which I could ask them questions without feeling silly. They were often the first to calm my nerves whenever I rushed in with a new development or an old flare-up. Aestheticians who took time to build a relationship with me were sensitive to how changes to my skin would affect my daily life. I quite literally felt safe in their hands. Ivana Lovric, a medical aesthetician at North Medical Spa in Toronto, describes the intimacy of the relationship between clients and beauty professionals as being due to the close physical proximity and trust. “Those elements make the relationship grow much quicker than most other clientfacing roles,” she explains. There’s an innate vulnerability that comes with opening yourself up to someone who might be looking at you through a magnifying lens. What may embarrass you out in the world is shrugged away within the judgment-free walls of a salon or spa. Once COVID-19 hit and salons were shuttered for months off and on, I developed a distinct urge toward self-preservation. If I couldn’t live my life as I previously had, how could I look like a year had not passed? I obsessively watched beauty content on TikTok and Instagram before predictably graduating to YouTube. I pored over reviews for jade rollers, lip scrubs and hair masks while also finding the time to practise new makeup techniques. I learned the order in which to apply my acids, oils and retinol and finally started wearing SPF every day. Unsupervised and without any real professional recommendations, I was easily influenced into trying drugstore “dupes” of high-end beauty products.

There was the exfoliating mask that made me look like I’d walked straight out of a horror film and the multiple uses of Pears soap on my eyebrows— not to mention the catastrophic attempts to thread them. There was nothing I wouldn’t try when it came to at-home treatments. It turns out, I was not the only one. My behaviour matched the shift of how consumers were shopping the beauty industry in this new normal. In its The State of Beauty 2021 report, the Business of Fashion found that demand overall remained strong throughout the pandemic as consumers turned to the self-care categories of skincare, hair care and personal care. On average, the beauty industry showed the beginnings of a promising recovery in contrast to the turbulent first half of 2020. When we couldn’t go to the spa or salon, taking care of our skin or hair suddenly felt like an opportunity to nourish ourselves at home. To quench the insatiable thirst for at-home care, Myüz Makeup Artistry & Esthetics owner Tina Cable forged personal connections with clients online. From her studio in Winnipeg, she posted tutorials and skincare routines on Instagram, quickly responded to direct messages that came flying in on the platform, and started offering free virtual consultations, a service she continued even when Myüz had reopened. “I found that it really boosted my sales—even products that don’t typically sell for me,” she says of how her social media followers kept her business going while on lockdown. (Her Instagram following has doubled since March.) Cable says that what made her most relatable to her audience was sharing her own struggles with the new skin issues she’d developed due to underlying stress and including followers on her personal journey to solve them. “Instead of just selling a product, I want to provide information,” she says. In times of uncertainty, personal care can be a small, attainable comfort. Lipstick sales surged in the

I PORED OVER REVIEWS FOR JADE ROLLERS, LIP SCRUBS AND HAIR MASKS WHILE ALSO FINDING THE TIME TO PRACTICE NEW MAKEUP TECHNIQUES.

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PHOTOGRAPHY BY SATY + PRATHA

When spas went on lockdown, the Nana Beauty Glow With It Jade Roller ($48) came to the rescue.

HOME CARE

Whether ordered online or for curbside pickup, here are the Covid bestsellers that clients couldn’t get enough of

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1 THE MANTA HEALTHY HAIR BRUSH, $42

“It’s stressful times. A lot of teachers have explained they’re wearing a head shield all day and have noticed that their hair is falling out.” TINA CABLE, owner, Myüz Makeup Artistry & Esthetics, Winnipeg, using her Manta

2 MAGICSTRIPES DETOX MASK, $22

“People were talking about their hair shedding a lot from stress, which ultimately impacted their skin as well. Magicstripes became an overnight success in our online store.” MICHAEL GIBSON, owner, Brush Salon, Vancouver, seen here with his team pre-pandemic

3 BIOLOGIQUE RECHERCHE CRYO-STICKS, $161

“These calming sticks help to soothe acne that has developed from wearing a mask for a long time.” WHARAN YOON, owner, Refine Medi Spa, Edmonton, demonstrating how to use Cryo-Sticks on Instagram

“People have been stressed with the anxiety of the unknown, eating more junk food and having unstable sleeping patterns, all of which can lead to clogged pores and breakouts. Masque Vivant helps balance the skin.” JOCELYN TENG, managing director, LAC + CO,

4 BIOLOGIQUE RECHERCHE MASQUE VIVANT, $70

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years following 9/11, forming a spike that led to the advent of the lipstick index, a term coined to describe how women continue to spend money on affordable luxuries during challenging times. People show an appetite for a touch of glamour in the face of tragedy. Now that we have to wear masks, the eyes have become the face’s main indicator of expression. I admit to having purchased colourful palettes and eyeliners in the hopes that I could finally learn to cut my crease on my own. This endurance is further proof of the beauty industry’s stamina, even under the unprecedented strain of 2020. Though it will likely take a while to get back to a pre-pandemic normal, it is anticipated that clients will eagerly return to spas and salons—and not just because DIY results so often pale in comparison to professional treatments. There is a therapeutic facet to the experience of going into a salon or spa that you just cannot achieve or replicate watching videos. Aestheticians know the intricacies and peculiarities of your skin in the same way that a therapist knows about your behaviour, and the personal care that goes into seeing clients face to face is irreplaceable. Much like dining out, the experience of being at a salon cannot be replicated at home. I miss arriving at the salon a little early to have a chat with whoever was at the desk and sitting down with a tea or sparkling water—it’s much more about the interactions with others and setting a block of time for myself. Lovric strongly believes that clients will welcome the journey of returning to normal and predicts that visits to the spa may be “even more enjoyable than before the pandemic because clients know what it’s like to not have the whole experience.” She stresses that going to a spa or salon goes far beyond the actual treatment itself. It starts when you first walk in the door and continues as you walk out to face the world with a new confidence and soon, the freedom to choose whatever destination is next.

Beautiful Revolution

Illustrations by L a u r e n Ta m a k i

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The beauty industry has a legacy of female empowerment through entrepreneurship and ingenuity that’s too often overlooked. Here are just a few of the pioneers whom you may not have heard of who used their business savvy to transform attitudes and create opportunities for good.

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Founder of the Wonderful Hair Grower and Poro College cosmetology school Annie Turnbo Malone developed healthy haircare options for Black women, parlaying her success into becoming one of the first major Black American philanthropists.

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With the opening of her first beauty salon, Helena Rubinstein was among the first to create a space devoted to beauty and skincare, setting the blueprint for brand founders to come.

Madam C. J. Walker used her own personal hair loss as inspiration for a line of hair products for Black women, a venture that helped her become one of the first female selfmade millionaires.

Co-founder of Clairol When she introduced her natural-looking athome hair dye to the U.S. after encountering it in France, Joan Bove gave women control over their colour and how they presented themselves to the world.

Founder of the Madam C.J. Walker Company

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Founder of Helena Rubinstein

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1978

Founder of Carmen Cosmetics

Co-founder of Biologique Recherche

Carmen Murphy rejected the idea that makeup was only meant for a slim range of skin tones and became a pioneer in creating cosmetics to suit every shade of skin.

Acknowledging the dynamic nature of the skin with individualized Skin Instants was an innovation that led to the company’s highly customized approach to skin health.

Founder of Dermalogica and the International Dermal Institute Jane Wurwand’s professional-grade skincare line has launched the careers of hundreds of thousands of skin therapists around the world.

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By injecting much-needed edginess into makeup, Wende Zomnir revolutionized attitudes with her powerful mantra “Makeup isn’t about covering your flaws—it’s about expressing yourself.”

Born in Toronto, Andrea Jung became the first female CEO of Avon in 1999, leading the doorto-door beauty brand until 2011 while continuing its legacy of female financial independence.

Co-founders of Dame Products With their thoughtfully engineered devices designed to narrow the pleasure gap, this duo introduced sexual wellness into the beauty conversation.

CEO of Avon

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Founder of Urban Decay

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Mariam White Founder and CEO

Aili Tao Operations Manager

The Miseducation of Lauryn Hill by Lauryn Hill “It reminds me of the education and beauty that comes from living.”

Let Me Reintroduce Myself by Gwen Stefani “I love the lyrics; ‘Homegrown ingredients, that’s what made you mess with me.’”

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Seerlee Archer Brand and Marketing Specialist

Celebrate by Whitney Houston and Jordin Sparks “Reminds me of the positive changes I’ve experienced this year.” Mila Pankovic Account Executive Quebec & Atlantic Canada

Veronika Gueorguieva National Trainer

Inception by Anton Dhouran “Because we create our own beauty.” Sarah-Maude Cabana Regional Trainer

How Do I Live by LeAnn Rimes “How do you live without Lotion P50T?” Nikko Godard Account Executive Western Canada

Brave by Sara Bareilles “This song is about living your true self. To me, this is Living Beauty.” Rany Kham Account Executive Ontario & Manitoba

Vogue by Madonna “Feeling beautiful will always be in style.” Maria Vasquez Operations Coordinator

PORTRAITS BY SATY + PRATHA; MAKEUP, ROBERT WEIR; HAIR, RAMZI MAHMOUD; S. ARCHER’S BRAIDS, SAIJAH REID; STYLIST, ELAINE JYLL REGIO. N. GODDARD AND S-M. CABANA PORTRAITS BY EMILIE IGGIOTTI

Happy by Pharrell Williams “We are bringing beautiful things to people for their well-being so they will be happier!”

Freedom! ’90 by George Michael “An ode to being happy with your quirky self. It’s good to be different.”

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Music can make you feel beautiful in an instant. Here, we share some of our favourite songs that express the Living Beauty mentality.

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On Repeat

Last Look

The Manta Healthy Hair Brush, $42 Photography, Saty + Pratha; art director, Jed Tallo; makeup, Caroline Levin (P1M); hair, Aliza Esmail; manicure, Nargis Khan (P1M); model, Jordan Tidd (Next Canada); photography assistant, Kristen Lim Tung

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3 Founder’s Note

Welcome to Living Beauty Inc.

6 Code of Ethics

Breaking down what it means to take ownership of your role in creating ethical beauty

16 In Good Health

Why we’re prioritizing products and treatments that go beyond the superficial

24 Spring Fever

Take a closer look at Dame Products

28 Safe Space

When spas and salons were shut down, this is how we deepened those important emotional connections online

34 Beautiful Revolution

Get to know the innovative women who shaped our industry

38 Last Look

Living Beauty Inc. sparks connections—between brands, retailers, professionals and people. @livingbeautyinc