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Clean Beauty Spotlight: Jubel Naturals

by Jessika Noda |

We're excited to bring you the third edition of our Fall #cleanbeautyspotlight featuring Dustin, the Founder of Jubel Naturals. Jubel Naturals focuses on creating accessible, inclusive, and sustainable skincare products that everyone can use, and nurtures the mind and body.  


What values do you have that you believe you carried into your brand and company? 

In mainstream media, no one looked like me. As I got older, I learned to embrace my unique background. I realized how important inclusivity, authenticity, and representation was and the lack of this in many brands. It was important that Jubel Naturals have these values at the very core of our brand. We wanted to create skincare products for everyone – not just people with ‘perfect’ skin. At the end of the day we want to spread that feeling of jubilance, and for us that means providing quality products that help people feel more comfortable in their own skin. 


What inspired Jubel Naturals? 

I wanted to create a brand that would help people feel comfortable in their own skin. Everyone’s skincare/wellness journey is unique to them, however, we believe accessibility to quality products should be available to everyone.


As a kid I always battled with eczema, especially during hockey season. I was prescribed medications such as hydrocortisone which acted as a “band-aid.” It didn’t solve my eczema as my skin continued to be irritated by sweat and conventional body care products. My mom switched me to natural lotions and soaps and for me, it did the trick! 


One of my all time favorite songs is Jubel by Klingande, I loved the song itself, it puts me in a great mood and creates a feeling of nostalgia of memorable moments in my life. I got interested in the word ‘jubel' and what it meant. The word ‘jubel' is the German word for jubilant, which is basically the expression or feeling of triumph or happiness. The concept of being jubilant has stuck with me, and led to the adoption of the name for Jubel Naturals. 



What’s your favorite part of creating your products? 

My favorite part of creating our products would definitely have to be testing the products. Our products go through rigorous testing (on our staff, friends, and family!). After deciding what types of products we want to create, our chemist takes the time to carefully craft the product formulations. I enjoy testing the many different ‘draft’ versions of the products until we find the right one. It’s a long process, but definitely worth it!

What has been your most exciting moment with Jubel Naturals so far? 

The most exciting moment with Jubel Naturals so far definitely has to be getting our skincare products on the shelf at Save-On-Foods. Growing up, my parents and I always did our grocery shopping at Save-On-Foods. I would frequently wander the aisles in order to find my favourite snacks (all dressed flavoured chips, of course) and beg my parents to buy it for me. It’s a bit of a full circle moment seeing Jubel Naturals at Save-On-Foods because I loved going there as a kid. What's even more exciting is that people will now be able to access natural and effective vegan skincare at the grocery store!


What was your biggest hurdle in creating Jubel Naturals?

Our biggest hurdle would be the uncertainty during these unprecedented times. We relaunched Jubel Naturals earlier this year amidst the ongoing pandemic. At the time, our entire team was working remotely. Although we had tools like video conferencing, it was sometimes a bit challenging getting all of our ideas across. 


What advice would you give people interested in starting their own skincare or beauty business?

My advice would be to find the reason as to ‘why’ you are starting your own skincare or beauty business. This reason would be the driving force behind your business, what compels you to move forward, and overcome the many hurdles that come with starting and running your own business. For us, our mission to help people feel comfortable in their own skin through our accessible, natural, and vegan skincare and wellness products is why we started Jubel Naturals.

Natural and clean beauty often times has the misconception that the products are expensive. Why did you choose to create products that are at an affordable price range?

Inclusivity is very important to us. We want effective natural, vegan, and cruelty free products to be accessible to everyone. To us, this meant pricing our products at an affordable price range so more people are able to access our safe and high quality skincare and wellness products.  


What is your favorite beauty ritual that leaves you looking and feeling naturally beautiful?

My favorite beauty ritual would have to be waking up early, getting a workout in, doing my morning skincare post-shower, then having a moment of stillness to myself before I start my day. I find having quiet mornings like this really helps me focus and set the tone for the rest of my day. I don’t like to rush in the morning – when I have time to enjoy the peace and quiet of the early mornings it helps me feel jubilant from within. 


What’s coming up next for Jubel Naturals?

We are constantly working hard to adapt to our customers’ evolving needs. We want to be a part of our customers’ journeys to becoming more jubilant. Our focus is on formulating amazing skincare products and expanding our reach so we can be a part of as many journeys as possible. 

At the moment, we have launched our newest skincare line, Super Sensitive! We worked incredibly hard to formulate these products with sensitive skin types in mind. 


We’re featuring Jubel Naturals’ Smoothing Bakuchiol Serum in our Fall box. What prompted the creation of this product?

We really wanted to create a product that has similar skincare benefits as retinol minus the irritation! Many people who use retinol experience irritation, such as excessive dryness, peeling, redness, burning sensations, or itchiness. This is where bakuchiol comes in. It’s a natural retinol alternative derived from the Psoralea corylifolia (Babchi) plant. This hero ingredient targets similar skincare concerns as retinol: fine lines and wrinkles, hyperpigmentation, dryness, elasticity, and skin texture. In addition to being gentle on the skin, bakuchiol is entirely plant-derived, meaning our Bakuchiol Smoothing Serum is completely vegan and cruelty free. This is an important requirement for all of our product formulations.


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