Canadian-born and women-owned Sona Cosmetics officially launched across Canada on September 18, bringing a fresh perspective to the country’s beauty landscape. Founded by industry veterans, the Montreal-based brand is redefining what affordable, high-quality cosmetics can look and feel like. Its mission, according to Co-Founder and Director of Brand Marketing Lauren Mezzaluna, is simple: to make “makeup without the markup” available to every Canadian consumer.
“We’re on a mission to bring thoughtfully curated and high-quality beauty products to everyone at affordable prices,” said Mezzaluna. “There’s a huge gap in the Canadian market when it comes to affordable, high-quality beauty products that also have a community and a story behind them. That’s exactly where Sona fits in.”
With its tagline, Beauty Without Barriers, Sona is addressing a shift in consumer expectations as Canadians seek both quality and inclusivity in personal care. The brand’s debut lineup combines effective skincare ingredients with on-trend formulations, reflecting a commitment to performance, accessibility, and cultural authenticity.
A Canadian Brand Filling a Market Gap
The inspiration behind Sona Cosmetics stemmed from what Mezzaluna describes as a growing disconnect between value and accessibility in the beauty market. Once-affordable drugstore products have seen prices rise steadily, while prestige beauty, dominated by American and global brands, often comes with a significant markup.
“We noticed Canadians were facing a form of FOMO,” she explained. “Consumers see brands in the U.S. offering trendy, affordable, high-performing products, but they’re not easily available here. Meanwhile, prices at local drugstores have climbed dramatically. Concealers that used to be $10 are now closer to $18, and some foundations that were once $15 are up to $36. We wanted to change that.”
With this launch, Sona joins a growing number of Canadian brands reclaiming market share by offering homegrown, cruelty-free alternatives to imported beauty products.
Inclusive Formulations Meet Thoughtful Design
Every Sona product has been formulated to combine affordability with results. The debut collection features Tinted Lip Treatments, Peel Off Lip Stains, Glowy Lip Oils, Liquid Blush Wands, Liquid Contour Wands, and Jelly Cheek and Lip Tints, all priced between $6 and $12.
“Our formulas are comparable to what you’ll find at Sephora,” said Mezzaluna. “They’re as good, if not better, than many higher-priced products. We’re democratizing beauty by removing the unnecessary markups that inflate prices elsewhere.”
Each product features premium ingredients such as hyaluronic acid and peptides to nourish the skin while delivering high performance. The line is entirely cruelty-free, vegan, and meticulously tested to ensure consistent quality.
“We want our customers to feel confident that when they buy Sona, they’re getting luxurious quality at a price that makes sense,” said Emily David, Co-Founder and Director of Product. “Beauty should never feel exclusive or unattainable.”
Building Community Through Sona World
Beyond products, Sona Cosmetics is positioning itself as a lifestyle brand rooted in community and inclusivity. Its marketing strategy centres on what the team calls Sona World, a growing digital and real-world ecosystem where consumers can interact with the brand, share experiences, and shape its evolution.
“When you follow us on Instagram, engage with our content, or shop our products, you’re becoming part of Sona World,” said Mezzaluna. “It’s about more than makeup. It’s about everyday empowerment, community, and connection.”
The brand’s early activations have included pop-ups at fitness studios such as Palani Studios and collaborations with local cafés to connect directly with consumers. With its core demographic of Gen Z and Gen Alpha shoppers, Sona is tapping into the power of social media, campus activations, and in-person experiences to build brand loyalty organically.
“Our younger consumers are leading beauty trends online,” Mezzaluna noted. “By reaching them first, we’re also reaching every generation they influence.”
A Bold Retail Strategy: Dollarama and Giant Tiger
Sona’s retail launch is unconventional. Instead of starting with specialty beauty chains, the brand chose mass retailers Dollarama and Giant Tiger as its first national partners.
“Millions of Canadians shop at Dollarama every month, about 93% of the population,” Mezzaluna explained. “That’s comparable to Walmart’s reach in the United States. We wanted to be where Canadians already shop. These stores see tremendous foot traffic, and they’re underrepresented when it comes to modern beauty offerings.”
By partnering with these retailers, Sona is redefining where Canadians can expect to find quality beauty products. “If you go to a Dollar General in the U.S., you’ll see a wide variety of affordable, trendy beauty brands. We’re bringing that same experience to Canadian consumers,” she said.
The company also plans to expand into additional mass-market retailers and drugstores, with announcements expected later this year.
E-Commerce as a Storytelling Platform
While retail partnerships are key to Sona’s accessibility, its e-commerce platform sonacosmetics.ca serves as the brand’s storytelling hub.
“Online is where we can really showcase who we are,” Mezzaluna said. “We control the visuals, share ingredient information, and show application videos so customers can truly understand how our products perform. Even though beauty is tactile, we’re creating a sensorial online experience that mirrors what you’d find in-store.”
The digital experience also allows for continuous evolution. “The product images and videos you see today will be updated often,” she added. “We’re always innovating to stay relevant and keep our content as fresh as our formulas.”
Continuous Innovation and New Product Launches
Sona’s strategy includes monthly product drops designed to keep pace with trends and maintain excitement. Each collection is carefully planned a year in advance, ensuring that every launch resonates with the brand’s audience while maintaining its affordability promise.
“Our next launch is at the end of the month, and then we have new products every month through 2025,” said Mezzaluna. “The item we’re most excited about right now is our Pressed Blush, available in four shades. It contains vitamin E, giving it a hydrating texture that blends seamlessly for a natural, blurred finish.”
Headquartered in Mount Royal, Quebec, just steps from the Royalmount development, Sona Cosmetics is deeply connected to its Canadian roots. The company’s leadership team is predominantly female, embodying the inclusivity it promotes through its products.
“Our entire team is based here in Canada,” Mezzaluna said. “We didn’t set out to emphasize it, but it’s something we’re proud of. Retailers love that we’re Canadian. They appreciate the accessibility of working directly with a homegrown company that shares their values.”
Looking ahead, Sona plans to build a strong domestic foundation before expanding internationally. “Our short-term goal is to become a well-known Canadian brand with a strong retail footprint,” said Mezzaluna. “Within five years, we want to expand into the U.S. and other markets while maintaining our price point and our Canadian values.”
Staying true to its roots while expanding globally may become Sona’s defining trait. “Inclusivity and accessibility aren’t marketing buzzwords for us,” Mezzaluna emphasized. “They’re the reason we exist. We want every person, regardless of budget or background, to be able to enjoy great makeup. That’s the essence of Sona.”
