In Canada, female-led companies are creating innovative, beauty brands.

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NuVsio, a skin care line utilizing minerals from Canada’s deposits, was developed by Elena Brei during her PhD work in water technology at the University of Toronto. “The Canadian Shield mineral deposits are unique in the sense that they are almost four billion years old, are very rare, and highly pure,” Dr. Brei tells Canada’s Well and Tribune. “We use the purest, most concentrated, natural and organic ingredients we can find,” Brei says.

K’pure, founded by British Columbia resident Karen Johnson, has sold an all-natural deodorant for six years. It also offers face and body creams, baby wash, and calming pillow sprays. “K’pure is in 40 stores in Canada and the US, and we have customers as far as England and Australia,” says Johnson.