Afiya Beauty

You really only need a great SPF you will use everyday, a gentle cleanser and moisturizer.

As a cosmetic formulator, these are the things I wish more people knew.

I found this older interview i did with QU Glow and wanted to share how my understanding of ‘health and wellbeing’ has evolved over the years.

When i started afiya beauty almost 6 years ago, i believed creating “clean” and “natural” products was the best expression of that mission. Today after years of formulating, studying ingredients and creating products i see things with more nuance.

I’ve learned that natural doesn’t automatically mean safer. That “clean” isn’t a scientific standard. That preservatives are an important part of creating safe products. And that great formulation is about function, stability, pH, dosage and thoughtful ingredient selection. Today i move with more experience, more clarity and a deeper respect for the science behind what i create.

Health and wellbeing will always be a foundational pillar for us at afiya but my understanding of how to honour that commitment has evolved.


My hope is that afiya beauty becomes more than a place to buy products, i hope it becomes a place where you feel empowered to understand your skin’s language, your ingredients and the science behind them. Bc i believe an informed consumer is the best advocate for their own health and wellbeing.

Thanks for being here and look out for part 2 of this interview 🌸

For me, creating is where the noise fades and I feel most like myself.
What’s something you do that brings you peace? I’d love to hear it below. ✨

At this point, disappointment is just part of the job. 😂

There’s nothing quite like spending hours researching, testing, tweaking, and perfecting something you genuinely believe is the right solution only to hear, “We’ve decided to go in a different direction.” No hard feelings it comes withe territory, but it sure is hella frustrating.

Who else feels me? I’m mostly tired tho honestly…

Another incredible Self Love Workshop is in the books!

There’s nothing I love more than introducing new faces to Afiya Beauty through these hands-on workshops. We get to slow down, learn about skincare, experience every product, and take time to care for ourselves together.

After leading hundreds of workshops over the years, I can honestly say they still fill my heart with so much joy.

Plus, i get the chance to connect with some really cool people and build community. It’s one of the most rewarding parts of what I do.

Thank you to the incredible women Quinte Women in Business who made this afternoon so special 🌸 I can’t wait for the next one!

Your moisturizer is lying to you.

Well, maybe the marketing is.

One of the biggest things I’ve learned on my cosmetic formulation journey is that moisturizers don’t actually “add” moisture to your skin the way I once thought they did.

Their job is much more interesting.

A moisturizer is designed to support your skin barrier by reducing water loss, improving skin feel, and helping maintain hydration over time. Depending on the formula, it does this with a combination of humectants that attract water, emollients that soften and smooth the skin, and occlusives that help slow the evaporation of water from the skin.

It completely changed the way I look at skincare. Instead of asking, “Is this moisturizer hydrating?” I now ask, “How is this formula helping my skin hold onto hydration?”

That’s the beauty of formulation design, it’s not just about the ingredients themselves, but how they work together to support healthy skin.

I don’t paint on canvas, I create with actives, botanicals, and sensorial textures. Every formula is composed with purpose, balancing science, performance, and experience.