Afiya Beauty Inc.

What Afiya Beauty Inc. does

Afiya Beauty Inc. is a privately held, bootstrapped Canadian skincare company founded in 2021 by cosmetic formulator Shamsa Hassan and headquartered in Trenton, Ontario. The company develops and sells a small, focused range of handcrafted, made-to-order skincare products — including facial oils, an oil cleanser, body oils, a hair styling wax, and a coffee-infused under-eye serum — formulated in-house using locally sourced Canadian botanicals and agricultural byproducts (pomace, pulp, dried botanicals) under a 'farm-to-face' and waterless formulation philosophy. Supply is anchored by partnerships with local farmers, lavender and rose growers, and a regional botanist, with applied research collaborations including Loyalist College's Applied Research Centre for Natural Products and Medical Cannabis.

The business operates three revenue streams. The primary channel is direct-to-consumer e-commerce through a Shopify storefront shipping within Canada via Canada Post, with local pickup at the Trenton headquarters; products are one-time purchases with no subscription, priced between $16 and $29. A secondary B2B channel delivers on-site workplace wellness workshops across Eastern Ontario (Bay of Quinte, Cobourg, Kingston) in two formats — The Blend Experience (from $1,950 for 10-15 participants) and The Pampered Experience (from $3,300 for 15+ at $165/person) — with Kruger Products disclosed as a named enterprise client. A third offering is the Kids Skincare Science Camp ($80/child, ages 9-14) operating from a Belleville location.

The company's commercial strategy is content- and education-led, combining a blog and Instagram presence with experiential workshops, and has been recognized as Sustainable Business of the Year 2024 and a member of Canada's Top 100 Female-Led Bio-Based Innovators 2023. There is no disclosed external funding, no disclosed headcount, and no evidence of AI/ML capabilities in the product, formulation, or operations layers.

Name

Afiya Beauty Inc.

Legal name

Afiya Beauty

Website

https://afiyabeauty.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Afiya Beauty Inc. is a Canadian handcrafted skincare company that formulates facial oils, cleansers, body oils, and a hair wax from locally sourced Canadian agricultural byproducts, selling direct-to-consumer online and through workplace wellness workshops and a Kids Skincare Science Camp across Eastern Ontario.

Ownership category

akta.pro rank

Product category

Natural Skincare Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industries

Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD), Professional Skincare & Facial Treatments (CRABALAF)

Keywords

• Handcrafted natural skincare
• Botanical facial oils
• Workplace wellness workshops
• Upcycled cosmetic ingredients
• Canadian skincare brand

Headquarters

HQ city

Sutton West

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Direct Product Sales: E-commerce sales of handcrafted skincare products including facial oils, cleansers, body oils, and eye serums. Products are made to order ensuring freshness. One-time purchase model with no subscription required.
2. Workplace Wellness Workshops: B2B workshop services delivered at client workplace locations. Two formats: 'The Blend Experience' ($1,950 for 10-15 participants) and 'The Pampered Experience' ($3,300 for 15+ people at $165/person). Includes hands-on skincare education, product creation, and take-home products.
3. Kids Skincare Science Camp: Educational day camp for children ages 9-14. Full-day program (9AM-2PM) teaching cosmetic science, product making, and self-care. $80/child for the camp experience.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Afiya Beauty handcrafts and sells a focused range of natural skincare products — including facial oils, oil cleansers, body oils, hair styling wax, and under-eye serums — formulated in-house using locally sourced Canadian botanicals and agricultural byproducts. The company also delivers on-site workplace wellness workshops and runs a Kids Skincare Science Camp as experiential educational offerings.

Product overview

Afiya Beauty is a Canadian skincare company offering a focused portfolio of handcrafted, botanical skincare products centered on a small but deeply formulated range of facial oils, cleansers, body oils, and targeted treatments. The core product line includes the Glow Daily Illuminating Facial Oil, Glow Daily Oil Cleanser, Rose Body Oil, Citrus and Lavender Body Oil, Sculpt & Smooth Hair Wax Stick, and Coffee Infused Under Eye Serum. Complementing the product line are experiential offerings including workplace wellness workshops (The Blend Experience and The Pampered Experience) designed for corporate teams, and Kids Skincare Science Camp for children ages 9-14. All products are formulated in-house using locally sourced Canadian botanicals and agricultural byproducts, with an emphasis on sustainability and the 'farm-to-face' concept. The company operates primarily through its Shopify e-commerce platform and serves the Canadian market with educational content through its blog.

Differentiator

Problem solved

Functional benefit

Products and services

• Glow Daily Illuminating Facial Oil A lightweight, nutrient-rich facial oil formulated with Argan, Macadamia, and Camellia Seed Oils that nourishes and restores the skin's natural glow with a calming Blue Tansy scent. Packaged in a 20ml premium glass bottle.
• Glow Daily Oil Cleanser An oil-based cleanser that effectively removes dirt, makeup, oil, toxins, and pollution without over-stripping the skin, gently calms inflammation and promotes hydration.
• Rose Body Oil A luxurious body oil infused with locally sourced dried rose buds and rose hips in cold-pressed natural oils; fast-absorbing and deeply moisturizing for dry, rough, or inflamed skin.
• Citrus and Lavender Body Oil A natural body oil blend infused with locally sourced lavender in sweet almond oil, nourishing the skin with notes of lavender and bergamot for relaxation and restful sleep.
• Sculpt & Smooth Hair Wax Stick A lightweight, non-greasy hair styling stick enriched with silk peptides, argan oil, kokum butter, and tremella extract for taming flyaways, edge control, and sleek styling with natural hold.
• Coffee Infused Under Eye Serum A targeted under-eye serum featuring locally roasted coffee infused into jojoba oil to reduce puffiness, improve dark circles, and diminish fine lines with anti-inflammatory properties.
• The Blend Experience Workshop A 2-hour hands-on workplace wellness workshop for 10-15 participants featuring custom clay mask blending, personalized facial oil creation, gua sha instruction, and complimentary gua sha tools.
• The Pampered Experience Workshop A scalable workplace wellness workshop for 15+ participants including deep ritual cleanse, custom clay masks, full 30ml Glow Daily Facial Oil take-home, lymphatic drainage massage instruction, and skincare education.
• Kids Skincare Science Camp A full-day summer camp for kids ages 9-14 featuring real cosmetic science education, DIY product creation (custom lip gloss, body lotion, face masks, facial oil), facial massage techniques, and science curriculum including pigments, emulsions, and formula math.
• Afiya Beauty Gift Card Gift cards available for purchase starting at $18.08, allowing recipients to choose from the full Afiya Beauty product range.

Quantifiable outcome

• Products made from locally sourced ingredients within minutes of headquarters
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Loyalist College Applied Research and Innovation CentrecoreStrategic or Co-development Partner · 1 January 2021Industry partnership with Loyalist College's Applied Research Centre for Natural Products and Medical Cannabis. Collaboration on research projects related to natural ingredient development and cosmetic formulations.
• Research InstitutionscoreStrategic or Co-development PartnerOngoing collaborations with research institutions exploring how Canadian agricultural materials can be transformed into clean, effective cosmetic actives.
• Local Farmers and ProducerscoreStrategic or Co-development PartnerSupply partnerships with local Canadian farmers, juicers, and producers for sourcing agricultural byproducts (pomace, pulp, botanicals) used in product formulations. Includes partnerships with local botanist Janet Crosby, lavender farms, and rose growers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• S.W. Basics: US-based handcrafted skincare brand built on a minimal-SKU philosophy with simple, naturally sourced ingredients. Directly comparable to Afiya's 'small range, deep knowledge' positioning and farm-to-bottle ingredient narrative.
• Three Ships Beauty: Canadian natural skincare brand offering a small, transparent, plant-based product range with a focus on efficacy-led formulations. Highly comparable to Afiya on geography (Canada), scale (small DTC brand), positioning (clean/natural with published ingredient transparency), and SKU discipline.
• Farmacy Beauty: Farm-inspired clean skincare brand with farm-sourced botanicals as a core brand pillar. Directly comparable to Afiya's 'farm-to-face' ingredient sourcing narrative and natural/clean formulation philosophy.
• Tata Harper: Premium natural skincare brand with farm-grown, made-by-hand formulations and a published R&D/transparency narrative. Comparable to Afiya on the farm-to-face positioning and the founder-led, science-backed brand story, though at significantly larger scale.
• Indie Lee: Clean beauty brand offering a focused range of naturally sourced skincare with strong ingredient transparency. Comparable to Afiya on natural positioning, premium pricing, and small-line curation.
• cocokind: Clean, sustainability-led skincare brand emphasizing natural ingredients and inclusive beauty. Comparable to Afiya on the inclusive/clean-beauty positioning and the founder-led, purpose-driven brand narrative.
• OSEA Malibu: Family-run natural skincare brand focused on ocean botanicals, waterless formulations, and clean ingredient sourcing. Directly comparable to Afiya on the waterless/clean-beauty formulation philosophy and the founder/family-led operating model.

Broad incumbents

• Burt's Bees: Mass-market natural personal-care brand with broad retail distribution and a long-standing nature-ingredient narrative. A broad incumbent relevant as the scaled end-state competitive reference for natural-beauty positioning.
• Attitude: Canadian natural personal-care brand with a broad portfolio across body, home, and skincare, sold through major Canadian retail. A regional incumbent comparable to Afiya on geography and natural-formulation positioning, but operating at much larger scale and broader category scope.

Regional players

• Indeed Labs: Canadian-affiliated skincare brand with a wide range of accessible beauty and skincare products sold across North America and internationally. Comparable to Afiya as another Canadian-rooted skincare brand, but operating at meaningfully larger scale and through mass-retail distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks1 record

Key highlights6 records

Customer concentration

• Instagraminstagram.com/afiyabeauty/?hl=en
• LinkedInlinkedin.com/company/afiya-beauty

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Afiya Beauty Inc.