Natural & Organic: What it means to us

Candace Grenier: Formulator & Founder - Pure Anada Cosmetics

At Pure Anada, we formulate and manufacture all of our own products in-house. This gives us the unique advantage of knowing exactly how our products are made and where our raw ingredients come from.

In today’s beauty industry, the term “natural” can mean many different things—and ingredient lists aren’t always accurate or trustworthy. As a result, it can be difficult to determine which brands truly offer authentic clean beauty. Consumers want products that are natural, but also expect them to perform like their favourite synthetic versions. This creates a challenge that often makes it impossible to meet everyone’s expectations.

To set Pure Anada apart and validate our commitment to truly natural formulas, we took the step of certifying our facility with Ecocert, enabling us to produce COSMOS-certified organic beauty products. We succeeded—and in the process, developed a deep respect for the high standards of this prestigious organization.

However, we ultimately found that the high costs and strict requirements of maintaining this certification were too burdensome for a small business like ours. The reality was that neither we, nor our customers or retail partners, were ready for the significant price increases that certification would require.

What we learned was incredibly humbling: our Pure Anada community values us for who we are. They didn’t need a third-party certification to trust our ingredients or our mission. As a small, Canadian manufacturer, our customers believe in our commitment to creating healthy, high-quality products—and we’re so thankful for that trust.

With the goal of continuing to create affordable, beautiful, Canadian-made beauty, we’ve decided to move forward without certification for now. But rest assured—our values remain the same.

Our Approach to Ingredients

Organic Ingredients

We believe in the importance of organic farming and sustainable agriculture. That’s why, whenever possible, we choose the certified organic version of a raw material over the non-certified alternative.

However, in cases where an organic version is seasonally unavailable or significantly more expensive, we may use a non-organic or wildcrafted alternative to ensure product availability and consistent pricing. Because of this flexibility, we will no longer use an asterisk (*) on our ingredient lists to indicate which items are certified organic, as this may vary from batch to batch.

Other Ingredients

Everyone has their own definition of “natural” when it comes to beauty products. At Pure Anada, our definition is:

Natural ingredients are those derived from the earth, even if they are processed for cosmetic use, as long as they are not synthetically manufactured.

We only use ingredients that are harvested or produced in an environmentally sustainable way. Our suppliers must also uphold ethical labour practices, including fair wages. If we learn of any violations, we commit to sourcing a new supplier—or eliminating that ingredient entirely.

While we no longer maintain formal Ecocert certification, we continue to seek out ingredients that are approved for use in COSMOS-certified organic products, because we still value and respect the high standards of that organization.