In 2020, after struggling to find products that worked for her sensitive skin, Rosalie started making her own in her kitchen — simple, 100% naturally derived formulas, without the unnecessary plastic.
What started in her kitchen is now made in a professional lab to keep up with a demand that never stopped growing.
Compostable paper, glass, bamboo, wheat straw — packaging is never an afterthought at Maemae.
| Scroll left to right |
|
Conventional Beauty |
|---|---|---|
| Formula |
Short. 8 ingredients or less.
|
Long. Sometimes very long.
|
| Water |
None.
|
Often first on the list.
|
| Preservatives |
None.
|
Often necessary.
|
| Artificial fragrance |
Never.
|
Commonly used.
|
| Plastic packaging |
Not our thing.
|
Still the norm.
|
| Made |
In Quebec.
|
Often overseas.
|
« Maemae may have outgrown my kitchen, but I never really stopped creating.
I still get ridiculously excited about developing new formulas alongside chemists — and challenging them to keep things simple. In an industry used to complex formulas and conventional preservatives, “Do we really need that?” has probably become my most-asked question.
My background is actually in multimedia, not cosmetics. So when I started Maemae, I did what I knew how to do: everything. I built the website, designed the packaging, created the content, handled the marketing and ran the social media. And even as Maemae has grown, there are some things I simply haven't wanted to let go of. I still design every package you see today.
Maybe that's why Maemae has always felt so personal to me. There’s a little piece of me in everything we make.
And I wouldn’t have it any other way. »
Rosalie
Founder of Maemae
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