Pure & Bold Beauty

Pure & Bold Beauty is a local Toronto shop and Canadian skin care brand. Their products range from body and face scrubs, cold-pressed argan oil and prickly pear seed oil.

What inspired you to start your business?

There were four key reasons that inspired me to start my own business in the beauty industry:

My academic background – I hold a Master’s degree in Phytochemistry, a field that combines biology and chemistry. I’ve always been passionate about exploring plants in the lab, studying their chemical profiles, and understanding how their components can be used in industries like cosmetics, pharmaceuticals, and beyond. It’s a field I truly love.

Professional experience – I have over 9 years of experience in the beauty sector, having worked as a Senior R&D Chemist and Quality Assurance Manager. I’ve overseen the full lifecycle of product development — from ingredient sourcing to formulation, regulatory compliance, and final production. For me, formulation is not just about mixing ingredients. It’s about seeing the product through multiple lenses: quality (safety & performance), R&D and regulatory compliance and what’s the technically feasible and what it is not.

International exposure – During my career I’ve had the privilege of working with clients across various global markets, including Europe, the Middle East (UAE, Saudi Arabia, Qatar), China, US and Canada. After moving to Canada in 2023, I joined a cosmetic company where I had the opportunity to contribute to projects for well-known brands such as L’Oréal, Estée Lauder, The Ordinary, and others. Each region and client has its own standards and regulatory frameworks, which has enriched my perspective and deepened my expertise in product development across diverse markets and expectations.

Personal commitment – Throughout my career, I’ve had the knowledge and experience to create great products, but I was often limited by company strategies and goals that didn’t always align with my own vision and values. That’s when I promised myself that one day I would launch my own brand — one where I could have full control over the process and ensure that every product reflects my principles: safety first, transparency without fake marketing claims, performance and authenticity.

You could say I’m not driven only by passion and love for what I do — although they are key ingredients for success — but also by the solid knowledge, skills, and experience I’ve gained over the years. I’m committed to continuous learning and growth to ensure my business thrives.

How do you describe your business?

Pure & Bold Beauty Inc. is a Toronto-based company founded in 2023 by R&D chemist Sana Ennafati. We specialize in the development and manufacturing of clean and natural beauty products, including spa essentials. Our offerings include premium scrubs, chocolate body wraps, organic Argan oil, and custom-made products for clients who want to create skincare solutions aligned with their vision and needs.

While we initially focused on B2B, we believe it’s now time to expand into DTC, giving our brand more opportunities to be seen and heard.

We started small due to a limited budget, but our vision goes far beyond the surface. We aim to develop more premium skincare and haircare products in the future and to make a positive impact as we grow into international markets — one of our core goals.

What makes us different is the combination of scientific knowledge, years of industry experience, and a strong commitment to quality, safety, and ethical sourcing. Even as a small business, we never compromise on quality. We carefully select our suppliers and are fully transparent about our ingredients — we’re always ready to answer any questions customers may have.

Many people assume scrubs are simple products, but ours are uniquely formulated. Our scrubs not only exfoliate — they also cleanse, emulsify on contact with water, nourish, and hydrate. It’s a true 4-in-1 formula. We stand by our values, and every claim on our website and product labels is accurate — no exaggerated marketing.

Ingredients & Sourcing

I work exclusively with reputable, transparent suppliers who can provide complete regulatory documentation — a standard I’ve adopted thanks to my years of professional experience. I never purchase ingredients from unknown sources or use repackaged materials with unclear labeling. All raw materials are kept in their original packaging for full traceability and safety.

For example, I pay double the price for sustainably sourced shea butter from a reputable supplier to ensure that no child or woman was exploited in its production.

When it comes to our Moroccan Argan oil, I choose to import directly from a trusted Moroccan manufacturer I’ve worked with since 2013 — even though local options are cheaper — to guarantee the authenticity, quality, and transparency I promise to my customers.

Production Process

I plan production schedules in advance. A deep cleaning of the workspace and equipment is done the day before, and our unit is equipped with a HEPA filter that matches the room size to ensure air quality. On production day, all stainless steel equipment is disinfected.

Each batch is tracked through a detailed production record that includes ingredient weights, start/end times for melting and mixing, in-process controls like temperature, and pH and organoleptic parameters checks and adjustments made the following day.

Sensitive ingredients are weighed using an analytical scale for accuracy. Bulk or semi-finished products are stored in labeled white pails. I never stop in the middle of a manufacturing process no matter what until I make sure that the product or the bulk is packed and safe.

As an R&D chemist, I believe every person involved in the process should wear a clean and long lab coat, hairnet, and face mask, with no long nails or accessories — anything that could fall into the product or compromise cleanliness is strictly avoided ( one of the GMP requirements – ISO 22 716).

Packaging & Final Steps

Every jar and bottle is disinfected individually with alcohol 99% before filling. I never fill packaging without proper sanitization. After filling, products are boxed with accurate labels and markings, and batch numbers and expiry dates are printed for full traceability.

I track all customer orders and batch data through QuickBooks Online to ensure transparency and accountability.

I believe our strong work ethic and the seriousness with which we run our business are what have earned us the trust of respected clients — even at this early stage — including elmwood spa, and the reputable distributors mentioned above.

What’s your bestselling product & why do you think it’s so popular?

Our best-seller is the Coconut Scrub, and I believe it stands out because of the care and intention behind its formulation. When I developed this product, my main goal was to ensure that every claim made was real and backed by the formula itself — not just a marketing message.

Unlike many scrubs on the market that use the same base and simply change the scent or colour, I chose to build each of our scrubs from scratch. For the Coconut Scrub, I didn’t just add coconut fragrance — I used real shredded coconut as the main exfoliant with a high percentage of organic coconut oil to reflect the name of the product. This makes a big difference.

Why shredded coconut? Because traditional exfoliants like sugar and sea salt, while effective, can sometimes be too abrasive — especially for sensitive skin. Shredded coconut offers a much gentler exfoliation, making the scrub suitable not only for the body, but also for more delicate areas like the face, hands, and feet. It’s especially ideal for people with sensitive or dry skin.

Another reason for its popularity is the creamy texture it develops upon contact with water. When rinsed off — even with cold water — the transformation is immediate: the skin feels deeply moisturized, incredibly soft, and nourished, without any greasy residue or stickness. That instant “after-feel” is something clients truly appreciate.

In short, this product is more than a scrub — it’s a complete care treatment that exfoliates gently, cleanses effectively, and deeply hydrates all at once without any residue or discomfort while providing an immediate results.

What’s your personal favourite product?

It’s hard to choose — I truly love all my products, especially the scrubs and exfoliants, because they reflect my Moroccan heritage. In Morocco, exfoliation is a key part of our traditional Hammam rituals, and it’s something I’ve valued since childhood.

But if I had to pick just one, Argan Oil holds a special place in my heart. It’s part of my daily skincare and haircare routine, and I also use it for my daughter of seven years old. It’s a simple yet powerful ingredient — deeply nourishing, lightweight, and rich in essential fatty acids and vitamin E. For me, it’s not just a product, it’s a timeless beauty secret I trust completely.

What’s your favourite local shop?

One of my favourite local businesses is wildcraftcare.ca, While I haven’t had the chance to try their products yet, I truly admire their journey. I always feel proud of women who work hard to build something meaningful and authentic. Seeing another woman create her own brand and make an impact in the beauty space is both inspiring and motivating.