Welcome to the last #cleanbeautyspotlight of Fall! Today we'll be chatting with Laura, Founder of Wildcraft. Wildcraft is a Toronto based company devoted to creating 100% natural skincare products at approachable price points. Their products are thoughtfully minimalist, handmade in small batches and simply designed with fresh and organic ingredients. Wildcraft takes extra care to source beautiful ingredients that are organic, cruelty-free, never tested on animals, elemental or plant-based, sustainable, and / or socially conscious.
What values do you have that you believe you carried into your brand and company?
I truly value things that are artisanal which is why all of our products are made by hand in our Toronto studio. There is just something magical about anything that has been created with love and care, be it a handcrafted wooden bench, a loaf of sourdough or a skincare product the essence of that object always has a special energy to it.
What inspired Wildcraft?
I was inspired to start Wildcraft due to the lack of affordable, quality natural skincare options on the market. I didn’t want price to be a barrier for people interested in using natural in their everyday routines. I truly believe that natural beauty, like wellness, should not be exclusive. It should be accessible to as many people as possible!
What’s your favorite part of creating your products?
I think my favourite part is putting myself in the customer’s shoes and trying to figure out what would make their lives better. From the packaging design, to the ingredients to the actual product, I’m always thinking about our customers first.
What has been your most exciting moment with Wildcraft Care so far?
It’s less of a single moment but my proudest accomplishment with Wildcraft is the amazing team that we’ve created. We genuinely have a place.
Natural and clean beauty oftentimes has the misconception that the products are expensive. Why did you choose to create products that are at an affordable price range?
There are two reasons why I wanted to make natural skincare more affordable.
- I genuinely have a desire to see as many women as possible using natural in their everyday routines, I know how healing this quality of care can be and I want to share that with as many people as possible.
- I think that many companies in the skincare industry (including the natural skincare industry) create unrealistic beauty standards through their advertising tactics. These companies make us feel that the goal should be to have ‘flawless’ skin that never breaks out, never looks dull and certainly never gets wrinkled. Then they sell us a solution to the ‘problem’ at exorbitant prices. Plain and simple, I don’t think it’s right to do that.
What advice would you give people interested in starting their own skincare or beauty business?
My advice for anyone who is trying to start their own business is to just get started, don’t wait for things to be ‘perfect’ or you’ll never start. Things can always be improved along the way.
What is your favorite beauty ritual that leaves you looking and feeling naturally beautiful?
I try to go for a walk or bike ride everyday. Getting the blood moving combined with a little sun on my cheeks or wind through my hair makes me feel great.
What’s coming up next for Wildcraft Care?
We’re working really hard on some new products that will really fill out the line. We want Wildcraft to be a one stop shop for our customer’s everyday natural personal care needs.
We’re featuring Wildcraft Care’s Restore Face Cream in the Fall box. What prompted the creation of this product?
We wanted to create a super rich cream for dry skin. It’s the perfect treat during Canadian winters and the ingredients are classics such as beeswax, rosehip seed oil, calendula, orange blossom water and geranium oil. It can be used as a day cream or night cream depending on your skin type!