A Personal Mission
MAAD Beauty started in a Vancouver apartment, watching my sister & brother struggle with rosacea. Every foundation either irritated their skin or looked grey and ashy. Every "solution" made things worse.
As a chemist, I knew there had to be a better way. But as a consumer, I was frustrated by an industry that seemed to prioritize marketing over science.
The Breaking Point
Then came the headlines about lead contamination in budget makeup from Amazon and Temu. As someone trained in chemistry, I couldn't stop thinking: What else is in these products? Why does price determine safety?
I started testing products from my own collection. I read COAs from suppliers. I dug into formulation databases. The more I learned, the more concerned I became—not just for my family, but for everyone using these products daily.
"Your skin absorbs what you put on it. Why should safety be a luxury item?"
The False Choice
The makeup industry forces consumers into a terrible corner:
Budget Options
- Questionable sourcing
- No transparency on testing
- Heavy metals concerns
- Often oil-heavy formulas
Luxury Options
- Better safety standards
- Still oil-heavy
- Causes breakouts
- Inaccessible pricing
Why should anyone have to choose between affordability and safety? Between quality and skin health?
A Better Way
I realized my chemistry background wasn't just useful—it was essential. I could:
- Source with scrutiny: Third-party testing on every batch, heavy metals screening, full transparency on suppliers
- Innovate with integrity: Oil-free formulations that actually work, using polymers from wound healing research
- Price with purpose: Quality shouldn't require luxury markup. Science-driven products can be accessible.
- Formulate for real skin: Products designed for rosacea, eczema, sensitivity—not just "normal" skin
The MAAD Philosophy
Safety First
Every ingredient scrutinized. Every batch tested. No compromises on purity, even if it costs us more.
Science Over Marketing
We don't make claims we can't prove. If it's not backed by research, it's not in our products or on our labels.
Skin Health = Beauty
Your foundation should improve your skin barrier, not break it down. Makeup that heals, not hides.
Radically Inclusive
From the lightest to the deepest skin tones. Formulated to prevent ashiness and maintain true-to-tone color for everyone.
Why Vancouver?
This city shaped our values. We're surrounded by natural beauty, world-class research institutions, and a community that demands both innovation and integrity.
MAAD Beauty is proudly Canadian—formulated with the precision of our research heritage and the values of transparency and quality we hold dear.
Precision Over Proliferation
Most brands create 40, 60, even 100+ shades—and people still can't find their match. We took a different approach.
Instead of guessing which pre-made shade might work, our Diamond System gives you complete control with just 4 calibrated color adjusters. You're not limited to what we think your skin tone is—you create the exact match you need, adjusting for undertone, depth, and even seasonal changes.
This isn't about having fewer options—it's about having infinite options without requiring a warehouse full of SKUs. Whether you're the lightest porcelain or the deepest ebony, you have the same precision and control.
"We're building this system with feedback from real people across all skin tones. If our calculations need a 5th adjuster to serve everyone perfectly, we'll add it. This is science, not marketing—we follow the data."
That's why beta testing is so critical to us. We need diverse voices to validate our formulation math and ensure our system truly works for everyone. Your skin tone isn't an edge case—it's data that makes our product better.
Join the Mission
MAAD Beauty isn't just another cosmetics brand. It's a commitment to changing an industry that's overdue for disruption.
We're building something better—safer, smarter, more honest, and truly inclusive. And we'd love for you to be part of it from the beginning.