“The future belongs to those who believe in the beauty of their dreams.” — Eleanor Roosevelt
A NOTE OF GRATITUDE
One of my favourite quotes I’ve held close over the past few months is Eleanor Roosevelt’s: “The future belongs to those who believe in the beauty of their dreams.”
In running this brand, I've learned that we're building a dream one product and experience at a time.
Public CEOs often host earnings calls or shareholder meetings. Here, I’m doing something a little different. These CEO Reports are written for you — the customer. The person who believes in what we’re building. The heart behind our story. The stakeholders I truly care about.
Each quarter, I’ll share a transparent look at where we are, where we’re going and how we’re growing. The wins. The growing pains. The path forward.
OUR FOCUS IS CLEAR: SKINCARE AS A SURVIVAL TOOL
In Q1, we sharpened our focus on the three pillars that define Matte Equation’s mission:
Stress Relief. Better Sleep. Fitness Recovery.
These aren’t luxuries. They’re survival tools in today’s world. And they’re at the heart of every formula and experience we’re developing.
We began 2025 with clarity: Matte Equation is now a wellness-first skincare company. That means our products are designed not only to address your skin, but also to support your nervous system and emotional health.
PRODUCT DEVELOPMENT & WHAT'S COMING NEXT
Right now, we’re working closely with our external lab to develop our next round of offerings. Final products are still in development, but here’s the honest truth: we’re navigating a few bumps.
From raw material delays to tariff concerns and packaging supplier coordination, it’s not always glamorous. But it’s real. And I'm committed to making sure we get everything right so we can get the best products in your hands as soon as we can.
And it’s why I’m exploring long-term infrastructure, including a future in-house lab. It’s a long-term vision, but one that could protect our business from supply chain instability and reduce production costs over time.
OUR MARCH MILESTONE: FUNCTION FLOW CLEANSER PUSH
Our biggest moment of the quarter came in March with our biggest push for the Function Flow Cleanser.
Since launch, direct-to-consumer sales increased by 56%. While we don’t have benchmarks from 2024 (a learning moment), this number now sets our bar moving forward. I'll be assessing this upcoming quarter with more clear metrics that align closely with who we are as a company and the direction we're headed in.
Why does all of this resonate? Because we listened. Because we responded to real emotions with real value. And because we made our skincare experience feel like a moment of relief.
ACCESSIBILITY ISN'T A STRATEGY. IT'S A VALUE.
In March, we launched a 50% off campaign for the cleanser, paired with a fully immersive storytelling experience.
This wasn’t just about boosting sales. It was about creating access. About offering emotional resonance during financially uncertain times.
It’s also why we began covering shipping and handling — and yes, I’ve even hand-delivered orders myself across Toronto.
That might not scale forever, but it reflects something real: we’re human. And we care.
IRL: MARKETS, POP-UPS & PERSONAL CONNECTION
We’re leaning into local markets and pop-ups not just for sales — but for something more important: conversation.
These are spaces to meet people, build community and hear the stories behind the skin. This is what skincare should be about.
A PERSONAL TURNING POINT: GOING FULL TIME
This quarter, I made one of the biggest decisions of my life:
I stepped away from my PR firm and committed to Matte Equation full-time.
It wasn’t easy — but it was the right time. Since making the shift, I’ve slowed down, paid more attention and rebuilt the brand with more depth, clarity and care.
WEBSITE RELAUNCH: MORE IMMERSIVE. MORE YOU.
After long days and nights, the website is finally live. Our new website is more than a shop. It’s an experience. It’s where story meets ritual. We’ve designed it to feel like an exhale: intuitive, immersive and community-driven.
I want this place to be a space of resources, connection and the ability for you to reconnect with yourself—through our products, our content and our experiences.
THE ROAD AHEAD: Q2 FOCUS AREAS
Here’s what’s on our radar as we move into spring:
- Expanding retail partnerships
- Participating in more markets + pop-ups
- Growing our stockist footprint
- Building immersive rituals around hero products
Every move we make will tie back to the mission: functional skincare, made to restore.
LIVING THE MISSION: MY BOX-A-DAY. MONTH
In April, I committed to Box-A-Day Month — a challenge to hit the boxing gym daily.
It’s not just fitness. It’s ritual. It’s how I move through stress, reset my mind and protect my clarity. I’m also working on better sleep, stronger boundaries, and letting myself rest on weekends — fully, without guilt. That’s the rhythm I want to offer you, too.
We’ve only just begun. But the foundation we laid in Q1 is real — and it’s strong.
Thank you for being part of this. For showing up. For believing in beauty as a form of resilience. Let’s keep building. Together.
All my best,
Matthew Celestial