Montreal-based The Unscented Company, led by founder and CEO Anie Rouleau, continues to revolutionize the home and body care industry with a commitment to sustainability, simplicity, and transparency. With its latest B Corp certification score of 101.7, the company solidifies its reputation as a leader in eco-friendly business practices while expanding its retail footprint across Canada and into the United States.
Founded in 2016, The Unscented Company was born from Rouleau’s vision of providing high-quality, fragrance-free home and body care products while addressing the plastic waste crisis. “As much as I love fragrances, I knew I wanted to create a line of products that were natural, biodegradable, exclusively fragrance-free, and designed to reduce our plastic footprint,” said Rouleau.
The company’s commitment to sustainability extends beyond just removing scents from its products. By focusing on refillable packaging and solid, waterless alternatives, The Unscented Company has significantly reduced single-use plastics, eliminating over 1.8 million bottles from circulation in 2024 alone.
The B Corp Advantage
Achieving a B Corp certification is no small feat, and Rouleau sees it as a crucial pillar of her business. “B Corp certification is the most comprehensive way to certify a company based on its values,” she explained. “It’s not just about product quality; it’s about governance, employees, community impact, and environmental stewardship.”
The B Corp assessment evaluates companies on a 200-point scale, with 80 points required for certification. The Unscented Company’s latest score of 101.7 is a testament to its dedication to social and environmental responsibility. “As we grow, the certification process becomes more challenging. B Corp keeps raising the bar, ensuring that businesses continuously improve their impact,” Rouleau noted.
Expanding Product Lines and Market Reach
From its initial lineup of household cleaning products, The Unscented Company has expanded into body care, hair care, baby care, and even pet care. “We now offer a full routine of unscented products, from body soap to lotion to laundry detergent,” said Rouleau.
Looking ahead, the company plans to enhance its product lines further. “We’re not going into cosmetics, but we will expand into facial care and men’s grooming, including beard and shaving products,” Rouleau shared. The brand is also set to introduce specialized hair care solutions for curly hair and volumizing needs in 2026.
Despite the growing product assortment, Rouleau remains committed to keeping the catalog streamlined. “We don’t want to have 777 SKUs. Our mission is to simplify lifestyles and reduce environmental impact,” she emphasized.
Retail Expansion and Strategic Growth
The Unscented Company’s retail presence has grown significantly, with distribution in major Canadian retailers like Metro, Sobeys, Whole Foods, and Loblaws. “We also have mass-market placements at Canadian Tire and independent stores across the country,” Rouleau said. The brand is now available in 6,000 to 8,000 retail points in Canada and is expanding in the U.S., where it has secured national listings with Sprouts, Wegmans, and Hannaford.
Rouleau credits her Canadian roots for the company’s success. “Retailers are prioritizing Canadian-made products more than ever. HomeSense, Loblaws, and Canadian Tire are all putting more emphasis on Canadian goods, which is great for us.”
Navigating Trade Challenges
Despite expansion success, the company is mindful of potential trade barriers, particularly concerning U.S. tariffs.
“We have a contingency plan in place,” Rouleau said. “Eighty percent of our products are made within 500 kilometres of our headquarters in Montreal, minimizing cross-border dependencies. If tariffs increase, we’ll work with retailers to adjust pricing and promotions accordingly.”
She remains optimistic about navigating the shifting trade landscape. “Business is business. If a Canadian buys, a Canadian works. If an American buys, an American works. We just need to be strategic.”
A Mission-Driven Future
Beyond business growth, Rouleau is committed to maintaining the integrity of The Unscented Company’s mission. “We’re not doing this for marketing or labels. We’re doing this to build a company on strong values, ensuring long-term sustainability,” she stated.
Her efforts have not gone unnoticed. The Unscented Company has been listed among Canada’s fastest-growing companies by The Globe and Mail for four consecutive years. Additionally, Rouleau has emerged as a champion for sustainable entrepreneurship, serving as an ambassador for the B Corp movement and mentoring young female entrepreneurs.
“We’re building something bigger than just a product line. We’re proving that sustainability and profitability can go hand in hand,” Rouleau concluded.
