1. What’s your earliest memory of “beauty”?
Shopping for lip balms and bath beads at The Body Shop store and being obsessed with the brand’s activist campaigns and founder Anita Roddick.
2. What inspired you to launch your brand?
A lot of sameness in the industry. We wanted to do something radically different that would benefit people and planet. We’re here to create the future of beauty.
3. How have your personal values shaped your brand?
Everist is built on our personal values. They are the reason we started this company and the fire that drives us every day.
"We set out to prove that options that are better for people and planet can be an upgrade, not a compromise."
4. What was your greatest hope for your business when you started out?
To make something ‘eco’ go mainstream. We set out to create something better for our planet and in the process created a whole new category of ‘concentrates’ that have incredible results for hair, skin and scalp.
5. What has been the biggest challenge you’ve faced as an entrepreneur?
Everything?! Doing something new and novel is incredibly challenging. Our formulas have had hundreds of iterations, we’ve lost thousands of dollars in failed batches, had to upend our whole supply chain as we perfected everything. When there is no blueprint to follow it’s truly an adventure and a lesson in resilience and grit, but that’s also what makes it fun.
6. What makes your brand different?
There is nothing else like Everist. Most shampoos and conditioners are more than 70% water, made from petrochemicals and packed in single-use plastic. Everist concentrates are non-toxic, plant-based hybrids of haircare meets skincare. We took out the water, packed in the good stuff and concentrated them down into luxe cleansing creams that are better for the planet and amazing for your hair and scalp.
7. How has beauty evolved since you started, and where do you see it heading?
The last 5 years have been a wild ride – we have had to pivot and iterate more times than I can count. I think there will always be a push for newness and innovation in beauty but customers are getting more savvy – they are starting to be able to decode what is real innovation and what is ‘fairy dust’.
8. What advice would you give to aspiring beauty entrepreneurs looking to create their own brand?
Just start. Put something out there and listen, listen, listen. Then tweak. Then listen some more. If you are obsessed with customer feedback and delighting your community plus committed to constant improvement and innovation you will find your fit.
9. How do you navigate the complex relationship between beauty and self-esteem?
It’s all connected. I think what’s better for the planet, is usually always better for people too. And when you’re focusing on quality ingredients that help improve your hair and skin vs quick fixes, the results are there and they keep getting better. And when you feel ‘well’ and look your best, you do better.
10. What’s a line you love besides your own?
There are so many! The Canadian beauty ecosystem is incredible. I love Paume, Sidia, Sahajan, Three Ships, Ember Wellness, Lohn, Blume… I could go on!
11. What is your most essential self-care ritual?
Exercise and time outside. And hot showers, away from my kids.
12. What’s something Canadians in particular need to consider when it comes to skincare?
I’ll speak to haircare, but in the winter, a hair mask! Our deep conditioning concentrate is an excellent one, and silicone-free (do you know how hard that is to do?!)
13. What excites you most about the future of beauty?
Everything!
