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Natural wonders: Founder of Coveted Market Talia Shiff talks organic beauty

Natural wonders: Founder of Coveted Market Talia Shiff talks organic beauty

I recently discovered Coveted Market, an online one-stop-shop for everything beauty-related—but it’s natural and organic. Owner and founder Talia Shiff, 25, said the Toronto-based company’s mission is to simplify the switch to a cleaner routine and empower customers to make a positive impact.

Shiff said her sister, who was “going through some changes in her health,” inspired her to take a hard look at the products she was using on her body. She was shocked when she started reading about harmful ingredients found in most mainstream items. Here’s more from Shiff on clean beauty and what sparked the idea for Coveted Market:

How did it all start?

I decided that I would swap the products I was using for cleaner alternatives. Turns out, this was much easier said than done. I was so overwhelmed by all of the information on what ingredients to avoid, what really made something “clean” and on top of that, I wanted to be sure that these new products would actually work. I found myself wishing that there was a Canadian clean beauty destination that simplified the switch to a cleaner routine, but that still felt trendy and cool.

What were some of the issues you had with the products you were using?

Parabens (preservatives), formaldehyde, coal tar, cocamide DEA…These definitely don’t sound like ingredients that you would want in your body. And yet, these are only a few of the many chemicals commonly found in mainstream skincare and beauty products.

Swap products as you run out. Trying new products one by one makes the whole process less overwhelming and gives you time to see how your skin reacts to a cleaner alternative.
— Talia Shiff

Do you have any tips or tricks when switching to organic or natural products?

If you can’t pronounce the ingredients, they don’t belong in your body. There are some great apps like Think Dirty and EWG that screen products and give you toxicity ratings and information on which ingredients you should avoid.

Start with skincare. Your skin is your largest organ on your body, and what you put on it ends up in your bloodstream.

Swap products as you run out. Trying new products one by one makes the whole process less overwhelming and gives you time to see how your skin reacts to a cleaner alternative.

How do you pick products for Coveted Market?

We look for brands that are in line with our mission to simplify the switch to a cleaner routine. The first step we take in determining what products we stock is making sure that they comply with our Dirty Ingredient list. If the product is free from those ingredients, we go ahead and test it out to make sure that the product does what it says it will. This process ensures that we only carry brands that we believe in and ingredients we can get behind.

What are common misconceptions about clean beauty?

The most common misconception that I hear about clean beauty products is that they aren’t as effective. These days, there are so many amazing clean beauty brands that make some of the most effective products I’ve ever tried—and I’ve tried a lot! Natural products are packed with high concentrations of vitamins and nutrients that feed your skin long-term. Without fillers, chemicals, and preservatives, you’re actually getting fresher and more effective products. Basically, when you leave out the bad stuff, there’s more room for the good stuff.


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Above: Products I got from Coveted Market. I especially love the BKind coffee scrub.

Four of Shiff’s favourites:

  1. White Tea Deodorant

  2. Boundless Solid Oil

  3. Hydrating Glow Serum

  4. Supreme Moisture Mask

Ready for winter: Skincare and self-care with beauty brand philosophy

Ready for winter: Skincare and self-care with beauty brand philosophy