If you walk into any Canadian grocery store, you’ll find labels proudly proclaiming “Product of Canada.” With the uncertainties around tariffs, we are naturally told to support the homegrown choice, whether it be dairy, maple syrup, or even clothing. We rally behind “buy local” campaigns. We boycott American products. We insist on supporting Canadian alternatives. But step into Sephora, Holt Renfrew or even your local drugstore, and you’ll find an entirely different reality: Made in Canada might as well be invisible.
Despite our country's wealth of scientific innovation, clean formulations and skincare expertise, Canadian beauty brands are being quietly erased from our own market. As a result of the Hudson Bay Company's collapse, it is one of the last remaining national retailers to carry space to promote local Canadian brands. And in a world where visibility means everything, disappearing shelf space isn’t just an inconvenience. It’s a death sentence to the Canadian beauty industry.
There is more to The Bay's downfall than nostalgia. It has to do with economic sovereignty. Canadian beauty businesses will continue to struggle in a market that is hostile to small players to begin with.
The global beauty industry is worth billions of dollars, and Canadian brands should be thriving. Instead, they are locked out of their own market, while foreign conglomerates dominate the retail landscape.
The Bay’s collapse gives us a stark reality check. We lack an ecosystem to sustain Canadian beauty, not just major retailers that champion it. Unlike in fashion or food, where “Made in Canada” carries prestige, beauty remains an industry where success is dictated elsewhere.
Where will we go if there is no Canadian equivalent of Ulta Beauty? Drugstore chains like Shoppers Drug Mart prioritize American and global brands. The Bay, one of the last national retailers where local beauty companies could break through, was not perfect either, but is now disappearing.
This is happening at the worst possible time. There is more to the Bay's closing than meets the eye. It is unfolding amid a shifting geopolitical landscape where trade policies are increasingly unpredictable. With U.S. protectionism on the rise, Canadian businesses, including those in the beauty industry, are bracing for the ripple effects of tariffs, shifting trade relations and a change in consumer behaviour.
The same American brands that dominate Canadian shelves enjoy preferential treatment in their home country. Meanwhile, Canadian beauty brands face higher costs, limited access to investment and no government incentives to level the playing field.
If we have learned anything from the past few years, it is that Canada cannot afford to be complacent when it comes to protecting its industries. We’ve seen the dangers of relying too heavily on foreign supply chains. We’ve seen how quickly global markets can shift, leaving Canadians stranded. Yet, when it comes to beauty, a multi-billion-dollar industry, we remain silent.
We see our government investing in agriculture, tech and even media—but not beauty. Canadian beauty entrepreneurs receive no support in tax incentives, grants or manufacturing programs dedicated to helping Canadian beauty brands scale. With the uncertainties around tariffs, our Canadian beauty brands will continue to struggle to expand internationally, while at the same time offering no protection against foreign competition on home soil.
The Bay’s downfall is a pivotal moment, but it doesn’t have to signal the inevitable downfall of Canadian beauty. There is a path forward for Canadian beauty brands.
If The Bay does go, Canada has a rare opportunity to build something new, an Ulta Beauty-style retailer that prioritizes local Canadian brands. This time, it’ll need to find ways to operate beyond the traditional department store model with concept stores, pop-ups, experiential events and direct-to-consumer strategies. And, with a Canadian twist.
The Canadian government has long supported industries it deems “essential” to national identity. Beauty, an industry that employs thousands, drives innovation and contributes billions to the economy, should be no exception. We need tax breaks, grants and local manufacturing incentives for beauty brands.
Canadian shoppers have power. Just as we prioritize “Made in Canada” for food, we must do the same for beauty. It’s time to start asking: Which of these brands are actually Canadian? If we don’t support our own, no one else will.
The clock is ticking for all of us. If The Bay goes down, so do the rest of us small players in the Canadian beauty space. But maybe it’s time for us to give Canadian beauty the space it deserves.
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