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REPOR T

THE RISE OF CAN-BEAUTY and authenticity are also driving the trend, as Canadians
CanBeauty, or Canadian Beauty, refers to a growing look for cruelty-free, environmentally friendly products with
movement of beauty firms developed in Canada that prioritise transparent supply chains. Furthermore, CanBeauty brands
locally sourced materials, sustainable processes, and products are getting more successful, those that use Canadian-grown
suited to Canadian consumers. Unlike worldwide companies, components reportedly saw profits increase by up to 197%
CanBeauty focusses on formulations that are tailored to year on year. Their approach is based on research and climate-
Canada’s unique climates and cultural diversity, including responsive design, not just marketing. This financial incentives
different complexion tones, hair textures, and seasonal help to fuel the movement, with many CanBeauty firms finding
circumstances. Many CanBeauty companies use locally significant growth by employing locally produced ingredients
obtained natural ingredients like maple derivatives, wildflower and highlighting premium, high-performance products.
oils, and Canadian sea kelp, which are frequently paired with Consumers’ willingness to invest in excellent beauty, notably
advanced biotechnology to produce effective, science-driven skincare, haircare, and fragrance, fuels the trend, resulting
products. Sustainability and ethical principles are key, with in CanBeauty being a powerful combination of innovation,
eco-friendly packaging, cruelty-free formulas, and transparent sustainability, and Canadian identity.
supply chains building consumer trust and loyalty.
CONSUMER VALUE
SHIFTS “WELLNESS,
SUSTAINABILITY,
AND INCLUSIVITY”
Consumer values in 2025 are
strongly changing towards
wellness and sustainability.
Beauty is becoming
increasingly connected with
self-care, and Canadians want
gentle, barrier-protective
skincare, soothing formulas,
and products that promote
general well-being.
The emphasis has shifted
from simply improving looks
to ensuring long-term skin health. Simultaneously, many
shoppers continue to prioritise sustainability. People want
to know where materials come from, how things are made,
and whether the packaging is recyclable or refillable.
Ethical sourcing, cruelty-free testing, and transparent
communication have all become crucial components of brand
loyalty in Canada’s beauty industry. Inclusivity is another
aspect of consumer expectations. With Canada’s
diverse population, people want to see themselves reflected
Authenticity and storytelling are also important, as firms in marketing and to have access to items that fulfil their
emphasise their Canadian heritage and values. Deciem (The specific needs. This demand for representation extends to
Ordinary), Province Apothecary, and Herbivore Botanicals are different skin tones, hair textures, and gender expressions,
notable examples of companies that use science, sustainability, establishing inclusion not as a trend but as the norm.
and locally inspired ingredients to differentiate themselves
in both domestic and international markets. CanBeauty INNOVATION AND PRODUCT
displays a values-driven, environmentally conscious, and TRENDS SHAPING THE MARKET
culturally aware approach that matches the demands of This year, product innovation has emerged as a defining factor
today’s discerning consumers. CanBeauty is on the rise in 2025 in the Canadian cosmetics industry. Fragrance, in particular,
as Canadian customers prioritise locally sourced, climate- is evolving as customers have a strong preference for highly
conscious, and science-driven beauty products. Brands concentrated formulae, long-lasting parfums, beautiful eau de
create formulations that reflect Canada’s extreme seasonally parfums, and niche fragrance oils. Younger customers joining
conditions, incorporating biotech and natural ingredients to the fragrance market are increasing the popularity of body mists
achieve effective, climate-responsive results. Sustainability and sprays, which provide an easy introduction to scent layering.

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