Toronto-based hand care brand PAUME is taking a major step into the U.S. market with its launch at Ulta Beauty, the country’s largest beauty retailer. The expansion builds on the brand’s growing momentum since debuting in 2021 and reflects increasing consumer interest in skincare specifically designed for the hands.
“Launching with Ulta Beauty is a defining moment for PAUME since our debut in early 2021,” said Amy Welsman, Founder and CEO of PAUME. “It is a new chapter in our growth as we bring our hand care to a wider audience. This partnership will help further our mission to lead and define the hand care category, and get our products in the hands of more consumers.”
The brand’s Mini Probiotic Hand Balm debuted in 700 Ulta Beauty stores in late October, following an online launch earlier that month. PAUME’s entry into Ulta marks its first large-scale beauty retail partnership in the U.S. and follows its growing presence at Nordstrom, The Detox Market, and Grove Collaborative.
From a Canadian Idea to a Global Hand Care Movement
Welsman founded PAUME in 2019 in Toronto, inspired by her own experience as a new mother. Frequent hand sanitizing led her to notice a gap in the market for products that combined hygiene, skincare benefits, and sustainability.
“I started to use sanitizer and recognized that everything on the market was utilitarian and not particularly pleasant to use,” Welsman said. “As a new mom, I was looking for products that made me feel good. Something that looked beautiful, smelled great, and had clean ingredients.”
That idea became the foundation for PAUME, named after the French word for “palm.” What began as a concept for a luxury hand sanitizer evolved into a full hand care line designed to cleanse, hydrate, and protect the skin barrier while addressing issues like dryness, aging, and irritation.
PAUME officially launched in early 2021, during the height of the pandemic, when awareness around hand hygiene was at an all-time high. The timing was both an advantage and a challenge, as the company faced global supply chain disruptions and intense competition from established beauty brands entering the sanitizer category.
Despite those challenges, PAUME distinguished itself through its focus on formula quality, ingredient transparency, and refillable packaging. “We took our time to develop the best formula,” said Welsman. “People told me to rush, but I knew it was more important to get it right before we got it out.”
Building a Canadian Foundation
While PAUME’s products are now available internationally, its early growth was rooted in the Canadian market. The brand gained national visibility through partnerships with Holt Renfrew, The Detox Market, and Well.ca, as well as smaller independent boutiques across the country.
“We partnered with Holt Renfrew through their H Project, which was amazing,” said Welsman. “That experience allowed us to reach a luxury customer who really values design and sustainability.”
At The Detox Market, one of Canada’s leading clean beauty retailers, PAUME’s sales have more than doubled year-over-year. “They were one of our first partners and have been with us since the beginning,” she said.
Online sales remain a significant channel, representing roughly 70% of PAUME’s Canadian business. The brand also sells through Amazon, recognizing the platform’s growing role in the beauty category. “Beauty is moving to Amazon,” said Welsman. “We want to be everywhere, but manage it thoughtfully.”
Strategic Growth South of the Border
From its inception, PAUME’s strategy included a strong U.S. focus. “From day one, we had a U.S. warehouse,” said Welsman. “I felt strongly that we needed a U.S.-facing business right away. We wanted to build credibility through coverage in U.S. publications and smaller retail partnerships.”
That foresight paid off. PAUME launched at Nordstrom in 2023, first online and later in select physical stores, including a permanent location in New York. The brand has also rolled out holiday gift sets across all Nordstrom stores and has exceeded sales forecasts by more than 30%.
“The Nordstrom partnership has been incredible for us,” said Welsman. “We view them as our luxury department store partner in the U.S., and we’re focused on growing with them long-term.”
PAUME at Ulta Beauty
The partnership with Ulta Beauty came after years of brand building. Ulta approached PAUME earlier this year while developing a new hand care category for its stores. “They told us they didn’t have a dedicated hand care brand and were looking for someone to own the category,” Welsman said.
PAUME began by offering its best-selling Mini Probiotic Hand Balm in 700 stores, strategically placed near checkout as part of Ulta’s “mini must-haves” section. The goal, according to Welsman, was to test consumer response at an accessible price point before expanding further.
“We’re cautious by nature,” she said. “When a retailer with 1,800 stores wants to put you everywhere, it’s tempting to say yes immediately. But we wanted to take it slow and be thoughtful.”
The phased rollout has been a success. PAUME is already planning to expand into 200 more Ulta locations by next fall and aims to build a permanent in-store presence. “We’re seeing the results very quickly,” said Welsman. “If we can win at Nordstrom and win at Ulta, we’re set up for strong growth in the U.S.”
Manufacturing, Logistics, and Sustainability
PAUME’s products are manufactured primarily in Canada, and that domestic focus has proven advantageous amid trade tensions and tariffs. “Ninety percent of our products are made in Canada,” Welsman explained. “Because of the USMCA, we haven’t been subject to additional tariffs. We ship in bulk to our U.S. warehouse and distribute from there.”
Some accessories and packaging are sourced internationally, but the company’s filling and formulation work remains Canadian. “We’ve been lucky,” Welsman said. “We’re mindful that things could change quickly, but for now, manufacturing in Canada has really worked in our favour.”
Sustainability remains a cornerstone of PAUME’s identity. The brand uses refillable packaging, recycled materials, and clean, plant-based ingredients. “Our customers care about performance and the planet,” said Welsman. “We want to deliver both.”
A Distinctive Niche in Modern Beauty
Unlike broader body care brands, PAUME has stayed deliberately focused on hands — a strategy that has helped it stand out in a crowded beauty market. “What’s helped us succeed is our focus,” said Welsman. “We’re seen as true specialists, not just another brand with a hand cream in the lineup.”
The brand’s hand and foot masks, renewing hand serum, and probiotic hand balm have become cult favourites, particularly among those dealing with dryness or irritation from frequent washing. “People are starting to treat their hands like their face,” Welsman said. “They’re exposed and show signs of aging faster.”
The company plans to maintain that specialization while carefully exploring adjacent opportunities. “Feet are an area we’ve started to explore,” she said. “We also have plans to launch new scents and formats, and we’re developing an SPF product for hands, which has been challenging to formulate cleanly but is on track for 2027.”
The Canadian Consumer vs. the U.S. Shopper
While PAUME’s U.S. sales now make up roughly 60% of total revenue, a figure expected to reach 70% next year, Welsman continues to see distinct behavioral differences between Canadian and American consumers.
“Canadians are more cautious right now,” she observed. “Outside of promotional periods, they’re more resistant to purchasing. Inflation has made people thoughtful about what they buy.”
In contrast, U.S. customers have shown consistent demand. “The U.S. feels more Teflon to economic downturns,” Welsman said. “There’s just more spending power.”
That difference is shaping PAUME’s strategy. The brand is now exploring a Canadian mass retail partnership to complement its U.S. growth, ensuring a balanced, diversified business model.
Staying Grounded Amid Growth
For Welsman, maintaining focus and balance is key. “It’s easy to get caught up in expansion,” she reflected. “But we’ve grown thoughtfully. Every decision we’ve made has been about the long-term health of the brand.”
She credits her early experience at Knix, where she was the first employee and helped scale the brand to over $10 million in revenue, as formative. “Working with Joanna [Griffiths] taught me how to take an idea and bring it to life. It gave me the confidence to build something of my own.”
Now, just four years after PAUME’s launch, the brand is recognized by major beauty editors, stocked in top-tier retailers, and winning awards from Marie Claire, InStyle, and Women’s Health.
Despite the fast pace, Welsman remains reflective. “Sometimes I have to remind myself of how far we’ve come,” she said. “It’s not always easy, but it’s been incredible to watch this small Canadian brand grow into something that resonates across borders.”
