Style Q&A: Indigenous-owned beauty brand an option for ‘anyone who wants to experience the healing benefits of nature’

by Linda L. Young BEAUTY

Laura Whitaker is a big believer in accessibility to self-care products.

“We believe natural skincare doesn’t have to be expensive,” the Ontario-based Haudenosaunee entrepreneur explains. “We love the feeling of using high-quality natural skincare and we want to make that experience available to as many people as possible.”

That’s why, all individual products offered by her brand Wildcraft, which offers natural wellness products ranging from face serums to body creams, are priced at less than $35. We caught up with Whitaker to learn more.

Q. For those who aren’t familiar, what is Wildcraft? 

A. Wildcraft is a Toronto-based artisanal skincare company. We create slow-crafted, luxurious and affordable natural wellness products designed to elevate your everyday rituals.

Q. What makes it unique?

A. We believe there is a transformative power in elevating the simple moments in your everyday routine. Yes, our formulations nourish the skin and give you a radiant glow, but the true purpose of our products is to inspire self care and create moments of luxury that empower you to pause, slow down, and enjoy the beauty of taking time for yourself.

Q. What more can you share about the product formulations?

A. Our high-quality products are handmade with care and intention in our Toronto studio and crafted for everyday use. We carefully select pure, potent, and naturally effective ingredients that are cruelty-free and harvested using ethical practices. We package our products in simple, minimalist, and recyclable glass and aluminum packaging designed to look beautiful in your space.

Skincare can sometimes be overwhelming, so for those who aren’t sure which product is best for their skin type, we’ve developed curated sample kits and product sets to ensure our customers can discover new products risk-free and/or at a discounted price.

Q. Who is the target customer?

A. Wildcraft is for anyone who wants to experience the healing benefits of nature, and for those who enjoy bringing moments of calm, mindfulness, and well-being into their daily routine. We have products for every skin type — dry, oily, combination, and those in between — and all of our formulations are designed with sensitive skin in mind.

Q. Is there a ‘hero’ product in the lineup? If so, which one and what makes it so popular? 

A. Our Restore Face Cream is our bestseller. It’s a nutrient-rich daily moisturizer formulated with all-natural ingredients like organic rosehip seed oil, sunflower-infused calendula oil, and geranium to deeply hydrate, soften, and visibly firm dehydrated, dry, or mature skin.

Q. And, lastly, where can people check the products out?

A. Our products are available on our website at wildcraftcare.ca and in person at retailers across the country, including Indigo Robson in Vancouver.

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