Collection: Pure & Bold Beauty

We are proud to announce a new venture featuring emerging brands whose core values are in alignment with ours. 

In the months to come we will be showcasing brands that are founded by individuals passionate about clean ingredients, sustainable manufacturing and ethical business practices.

Our first featured brand is Toronto-based Pure & Bold Beauty founded by Sana Ennafati. Pure & Bold Beauty is more than just a beauty brand; they are a testament to the magic of Moroccan beauty rituals and the innovation of modern skincare. Launched in 2023 by a passionate R&D chemist with over 9 years of cosmetic industry experience, their story begins with a passion for bringing the essence of Morocco’s beauty secrets to the world. Driven by a commitment to quality and sustainability, they believe in the allure of authenticity, embracing the beauty of uniqueness, and creating a space where tradition and innovation intertwine. Our products combine meticulously sourced ingredients with cutting-edge science to deliver exceptional beauty solutions.

They are committed to authenticity and transparency, using 100% natural & vegan ingredients and providing full disclosure. They honour Moroccan beauty traditions while innovating with clean, chemical-free formulas. Dedicated to sustainability, they source responsibly and reduce waste. Their products promote self-care and wellbeing, and they ensure that products are cruelty-free​, GMO-free, silicone-free, dye-free, gluten-free, microplastic-free & palm oil-free.