The skin, as the largest organ, serves as a channel for the movement of toxins in the body. Most products applied to the skin eventually enter the bloodstream, where potentially harmful toxins can negatively impact health. When discussing high-quality skincare products, many think of French or Italian brands. However, Canada is also renowned for professional products that have gained worldwide recognition. Two Calgary residents, Neige and Pippa Blair, turned their talent for crafting homemade personal care products into the successful natural skincare brand Routine in less than four years. More details below on calgarynka.
Demand Sparked Supply
Musician Neige Blair had always been interested in holistic, natural skincare and body care. At 19, she lived in Nelson, British Columbia, where she foraged wild plants to create personal and household cleaning products. Neige also tried her hand at business by designing clothing.
At 26, unable to find a natural deodorant that worked for her, Neige decided to make her own — an effective cream-based deodorant crafted in her kitchen. During this time, her cousin, midwife Pippa Blair, carefully documented the formula on paper. At just 23 years old, Pippa had recently graduated from university and wasn’t particularly interested in natural products.
Neige was convinced that her product was something the world needed, but she hesitated, wondering if there was room for creativity in such a business. She used her artistic talents to infuse each deodorant with individuality through unique scents, such as Cat Lady and Like a Boss. With the product and branding settled, she and Pippa officially registered the Routine brand in 2011, soon joined by other family members and friends.
Neige and Pippa debuted their product at Calgary’s local Market Collective, where their deodorants sold out during the first weekend. Without drafting a business plan, they took a risk, investing $250 each in production and packaging materials. In 2012, the entrepreneurs approached three Calgary stores, two of which agreed to sell their product. Since then, they haven’t had to request shelf space; store owners now approach them instead.
Cream Deodorants: Routine’s Core Product
Within two years, Routine’s gross sales grew by 900%. By June 2015, their annual sales exceeded the total for all of 2014. The product was distributed in over 130 retail locations across the continent, and in early 2015, Routine signed a deal with Canadian distributor Purity Life Health Products to further expand their retail reach.
This growth prompted Routine to relocate its production operations from Neige’s parents’ basement to a 20,000-square-foot facility. What began as a single product expanded to 12 scents and three formulations.
Traditional deodorants block pores and often contain aluminum — a strong neurotoxin linked to various health issues, including Alzheimer’s disease. Some studies have also established a connection between prolonged aluminum exposure and breast cancer. Additionally, common chemicals in deodorants and antiperspirants include parabens, triclosan, phthalates, and propylene glycol.
Routine’s skincare products, by contrast, are not only effective but also free from harmful chemicals found in many mainstream brands. The company emphasizes the health benefits of its products and their safety for the environment. Routine deodorants are free from aluminum, zirconium, aluminum chlorohydrate, parabens, triclosan, propylene glycol, or palm oil. Instead, they are filled with various essential oil scents, crafted with love, and never tested on animals.
Some ingredients, such as beeswax, are sourced locally in Alberta. However, obtaining other components, like coconut oil used in creating scents, is more challenging due to the province’s limited growing conditions.
Key ingredients include kaolin clay, calendula, cocoa butter, shea butter, rosehip oil, sea buckthorn oil, essential oils, coconut oil, beeswax, prebiotics, activated charcoal, magnesium, black cumin oil, argan oil, myrrh, frankincense, rose, neroli, raspberry seed oil, cardamom oil, Rosalina, jojoba, vitamin E, clary sage, vetiver oil, patchouli, and iris oil.
Catering to Diverse Needs
Routine offers options tailored to specific needs. Among the scents are those suitable for vegans (without beeswax), pregnant women, nursing mothers, and individuals with sensitive skin. For instance, Blackberry Betty, Sweet Jane, and Bonnie n Clyde (unscented) are formulated for pregnant women and nursing mothers as they exclude essential oils, replacing them with natural, organic, and even edible fragrance oils.
Routine also prioritizes social and environmental consciousness. All products are sold in reusable glass containers, reducing waste. Each jar, completely plastic-free, lasts three to six months.
Online Store and Rapid Growth
The COVID-19 pandemic prompted the launch of Routine’s online store. While the internet enabled retail orders across North America, Europe, Asia, Australia, and New Zealand, the Blairs remained committed to their Calgary roots. The company produces its products locally and donates 1% of its gross sales to local charities, including the Inglewood Bird Sanctuary and various community beekeeping projects.
By 2019, Routine’s deodorants were sold in over 3,000 retail outlets in countries as far-flung as the UAE and Denmark. They had been featured in American lifestyle magazines such as Vogue, GQ, New York Magazine, and Harper’s Bazaar. Remarkably, at this time, Pippa and Neige had not left their day jobs. For them, the brand was more of a hobby and an opportunity to experiment with new products and markets.
Expansion and Recognition
Routine’s rapid growth was largely driven by word-of-mouth, social media, and smart marketing that captured customers’ attention and loyalty. By 2019, Routine offered 18 deodorants, 15 scents, and two skincare oils. That same year, the company expanded its operations to a large warehouse and retail center in northeast Calgary. The brand also introduced natural shampoos, conditioners, perfumes, and soaps.
By creating jobs in Alberta and supporting the local economy, the entrepreneurs secured one of seven interest-free loans of $100,000 from sheEO, an international organization supporting and funding innovative women-led projects. In addition to capital, they gained support from a network of women entrepreneurs and mentors to help elevate their business.
Routine inspires a playful approach to personal care and enthusiasm for natural deodorants. Neige and Pippa have proven that there is a place for women in the business world and that hard work pays off over time.