Join me as I take a stroll down memory lane, reflecting on the journey of Pure Anada. There have been mountains to climb and valleys to walk through, but today, I choose to look back with rose-coloured glasses and a grateful smile for how far we’ve come.
It’s been 20 years since I first began crafting makeup in my kitchen. At the time, I had no intention of starting a business—it was simply a creative hobby, born from a desire to make something gentle and soothing for my sensitive skin. I took my excess mineral makeup to local craft sales where I discovered there were other people interested in the natural products I was creating.
In the very beginning, I called my mineral cosmetics “Pure Beauty.” But once I realized this hobby was becoming something more, I went to register the business name—only to find it was already taken. That’s when Pure Anada was born.
“Anada” is simply “Canada” without the “C”—a nod to our roots. At the time, natural and organic beauty products that were made in Canada were rare, as all others were imported.
It wasn’t long before Pure Anada outgrew my kitchen, and I needed a dedicated space to continue creating. Our first factory was a humble 1,000-square-foot shop, built within a larger industrial building in Morden. It was there that we continued to refine our processes and began shipping products to a growing number of customers and retailers.
In the beginning, it was just me and my sister, Clarissa. We spent countless hours blending, pouring, packing, and shipping, laughing —and dreaming. Or maybe I was the one doing most of the dreaming, and she simply came along for the adventure! Would you believe me if I told you we never fought? It's true! She was the most perfect assistant as Pure Anada began to grow.
Craft sales and markets played a huge role in getting Pure Anada off the ground. In the early days, I attended every small-town craft sale I could fit into my schedule—introducing locals to a new kind of makeup, free from the synthetics and irritants found in traditional products.
Eventually, I applied to a juried market in Winnipeg. When I got accepted, it felt like winning the lottery! Those first craft sales were incredibly successful. With the help of my mom (and mother-in-law), my sisters (and sisters-in-law), we welcomed guests into our booth and shared the heart behind Pure Anada.
Our bestsellers in those days were the loose mineral foundation along with the flat-top foundation brush (a must-have for application), and our loose mineral eyeshadows.
As the brand grew, we expanded beyond local markets and began attending natural product trade shows in Vancouver, Toronto, and Ottawa. Some of our very first wholesale accounts came from those events, including Dad’s Organic Market in Saskatoon, The Big Carrot in Toronto, and All Things Being Eco in Chilliwack - all of which still carry Pure Anada in their stores!
In 2014, we opened our flagship boutique in Morden. At the time, I had been offering individual makeup consultations in our factory workshop for locals who had heard about our products. I began to wonder—could opening a retail store be the next step? As it turns out, it was a brilliant idea!
The store opened in August, and just two months later, I welcomed my last baby in October. It was a tremendous balancing act—caring for a newborn (along with four older siblings!) while continuing to lead the direction of the company.
Thankfully, I had a small but mighty team who were just as passionate about bringing Pure Anada to our local community. My husband was also an essential part of the journey—coming to help pack and ship orders after finishing his “real” job as a Canada Post worker each day.
Meanwhile, things were ramping up in our manufacturing department. Throughout my journey, I had been making products for other brands on the side—but that’s a story for another time!
Not long after we opened the Morden boutique, I received a contract manufacturing inquiry from what would go on to become our largest private label client. It was a major challenge, to say the least—but also incredibly rewarding. I love looking back and remembering how many extra hands, friends, and community members we brought on board during that busy season.
I’ve been incredibly honored to have both my mom and mother-in-law working alongside us as we built Pure Anada. Their support means more than words can express. My mother Linda’s meticulous handiwork in manufacturing was invaluable, while my mother-in-law, DeeAnn, was one of the most beloved storefront staff members we ever had—her warmth and care for customers made a lasting impression.
Beyond their roles in the business, they also stepped in to care for Lillian and the other children whenever I needed to focus on important tasks. This kind of support is a true blessing that I will always treasure.
Now is the perfect time to mention that Pure Anada has truly been a family venture! Alongside my sister Clarissa—who, after 20 years, is still proudly part of the team—we’ve also had the honor of employing my sister Carrie for a short season.
All of my children take part in what we’ve built, and that brings me the greatest joy. Daniel and Emma help in the lab, batching formulas; Kordell and Rhett assist with pumping and filling; Olivia picks orders during busy times; and Lillian even packs bath bombs on occasion.
If one boutique was a hit, then maybe two would be a home run? Just two years after opening our Morden location, we decided to expand with a second boutique—just 10 minutes down the highway in the city of Winkler, a local hub for shopping.
While Morden offers charm and character, Winkler brings the convenience and foot traffic. It was another bold move—and another rewarding outcome from a risk well taken.
We currently have a Pure Anada boutique in Coaldale and previously had one in Cochrane. While opening new boutiques isn’t part of our future business plan, these locations came to life because of the right people being in the right place at the right time. Their passion and dedication plays a key role in making the Coaldale store a reality.
One time, I desperately wanted to own a boutique in Prince Edward Island. A reason to travel once or twice a year for “business purposes” seemed like a good idea. While the boutiques were cute as a button, we weren’t able to make them profitable enough to continue this dream of a Pure Anada boutique in Anne’s Land.
One of the most rewarding aspects of having local boutiques is the opportunity to interact with customers face-to-face. There’s nothing quite like experiencing beauty products in person—seeing, touching, and trying them firsthand.
We’re also deeply grateful for all of our stockists across North America who help bring Pure Anada to their communities. Their support has played a vital role in our growth and reach.
Over the years, we’ve been honored to receive a few awards—but for some reason, that kind of recognition doesn’t mean as much to me as the simpler blessings, like reading heartfelt reviews from our customers. Those words of encouragement and appreciation are what truly fill my cup - more than any plaque or gala event.
I’ve also treasured the visits from special guests over the years who showed up to support my venture. I think of so many people from different eras of my life, and my heart bursts with warmth when I reflect on their support of my journey.
Here’s our current boutique in Morden - across the street from the first. This space is serving us well, with the boutique in the front, shipping and distribution in the back and a coffee shop on the side. Whenever I drive by, I still have to pinch myself to believe it actually belongs to me. Even if I didn’t own it myself, I think it would still be one of my favourite places—downtown Morden is charming enough to be the set of a Hallmark movie. Oh—and actually, it was once!
.jpg)
In 2023, we began building a new production facility perched on the escarpment overlooking a beautiful valley. As we steadily grow, space has become scarce. This move has freed up room in our downtown location to focus on shipping and distributing our products to customers and retailers across North America.
This quiet and peaceful setting is truly idyllic—a perfect place to create colors and blend ingredients from nature. It couldn’t be more fitting.
.jpg)
Nothing as special as what we’ve built could have happened without the help of others. Over the years, I’m deeply thankful to everyone who has contributed to our success—both in big ways and small.
Here, you can see the participants in our company float for Morden's Corn & Apple festival parade. These are many of our staff members (though not all), and we’re grateful for each one.
Social Icons