Over the past decade, Toronto-based Graydon Skincare has navigated a rapidly evolving Canadian beauty retail landscape, from the rise and saturation of clean beauty to shifts in DTC and wholesale strategy, and today’s more value-conscious consumer.
Graydon Moffat founded the brand 10 years ago in March as an independent, plant-powered skincare brand known for its nutrient-rich formulations and thoughtful approach to skin health.
As the brand enters its next chapter, its focus remains on future-proofing the business while staying true to its original values, including:
- Thoughtful updates to hero formulas to better support sensitive skin and barrier health
- 100% vegan and cruelty-free formulations with a strong emphasis on transparency
- Sustainable innovation across packaging, sourcing, and production
- Clinically informed formulations designed to be effective yet gentle
Moffat said a few moments truly defined the company’s trajectory at Graydon Skincare over the past decade.
“The first one was our community origin. The brand didn’t start in a lab, rather it started in my kitchen. I was a vegan chef and yoga instructor mixing up superfood-based skincare for friends and students. That early, community-rooted approach taught me something fundamental: skincare that nourishes, feels good, and responds to the needs of their skin resonates first with real people before it resonates as a category trend,” said Moffat.
“Secondly, expanding from direct-to-consumer into meaningful retail placements, like our partnerships with Canadian, value-based brick and mortars, was a big step. It showed that there was demand beyond our digital community and that mainstream retail could support a purpose-driven brand without compromising values. Some of our current retail partners include: The Detox Market, Healthy Planet, and Shoppers Drug Mart.”
Early assumptions:
- Right: “We believed that people were hungry (literally and figuratively) for products that feel clean, transparent, and rooted in wellness rather than hype. That has only become more important as consumers get savvier.”
- Wrong: “At first, we thought “clean beauty” alone was enough to differentiate us. What we’ve learned is that clean has become table stakes. Today it’s intentionality (clinically informed, genuinely sustainable, age-positive) that sets brands apart.”
Moffat said clean beauty is no longer a niche, it’s expected.
“What started as a differentiator has become a baseline, which means the way we earn trust has shifted,” she said.
“Today, consumers are less impressed by “clean” stickers and more interested in why a brand does what it does. They want transparency, science and real evidence shared with them in an authentic way. It’s about impact, not just marketing. We lean into education through content and ingredient breakdowns, so people feel confident about what they’re putting on their skin. I also like to show up in our marketing presence as not only the founder but as a woman in her 60s who brings her authentic experience to skincare.
“As a brand, we’re rooted in authenticity, age-positive positioning, and approachable education. We create products that are gentle, feel great, perform well, and align with people’s values, all while being suitable for our core audience of those with sensitive, hormonal, and aging skin. Clean beauty was the beginning; mindful, purpose-driven skincare made for skin that changes through every stage of life is how we meet our customers where they’re at, with products that respond to their skin needs.”
Moffat said the brand is very intentional about its manufacturing and formulation, which means that they’re picky.
“We don’t make products to chase skincare trends or latch on to buzzwords. We make sure everything we do is in alignment with the needs of our audience, the core values we carry as a business, and is a natural expansion of our product line to fill a gap or provide an option that isn’t already available within our line. For example, that’s why our most recent launch, Hydratone, is an exfoliating essence for sensitive skin. It filled a gap in our line but was still intentionally designed for our core audience,” she said.
Transparency builds trust: “In a crowded category, full ingredient transparency and education isn’t just nice, it’s a differentiator. It invites consumers in and empowers them to make informed choices. That kind of trust creates loyal customers, and loyal customers scale organically. If you ever wanted to know about one of the ingredients in a product of ours, we likely already have a full article on the ingredient with information from scientific sources, shared in a way that’s still easy to understand.”
Canadian manufacturing: “Making products close to home in Ontario means higher production standards, closer working relationships with our manufacturers, a smaller carbon footprint, and more control over quality. There’s a cost to that, but it protects our brand integrity and keeps us closer to supply chain partners who share our values. The lab that we produce most of our formulas with is also a place I’m proud to intentionally partner with because like us, they’re a local, women-founded and run business. Our fulfillment center is also local.”
Biotech-informed formulations: Partnering with innovators like C16: “Biosciences to incorporate advanced, sustainable actives like torula oil shows our commitment to effective sustainability. It’s not enough for an ingredient to be effective if it’s not good for the environment. It’s the same vice versa—sustainability must go hand in hand with performance. Torula oil is an example of an ingredient that sits at the intersection of both, and acts as a guide for future biotech innovation we plan on exploring.
In a value-conscious market, premium positioning means we must balance efficacy with affordability and that’s where waterless formulations, multifunctional products, and streamlined SKUs help us keep pricing accessible without compromising integrity, said Moffat.
Moffat said the company’s go-to-market approach has always been responsive rather than rigid.
“Direct-to-consumer was essential in building our community and understanding our customers deeply, what they loved, what worked, what didn’t, and how they felt about their changing skin as they aged,” she said.
“Demand for physical touchpoints where customers could see and feel products became clear. Retail partnerships with places like The Detox Market, as well as participating in things like the Jilly Box expanded awareness, introduced new customers to the brand, and eventually strengthened DTC demand as well.
“People weren’t just buying products; they were seeking guidance, education, and a positive narrative around aging. That influenced how we communicate about our products. It’s not enough to have the right ingredients, scent and texture, though those are essential too. There also must be a why behind every product. For us, our why is that a person who is getting older and experiencing skin changes become more cautious about the products they use. Our why is being able to meet these skin needs with effective products that truly comfort and nourish the skin in a way that benefits the skin and makes the person using it feel good.
“The common thread? Everywhere we sell, we want the experience to feel personal, informative, and confidence-boosting.”
Entering its second decade means being thoughtful, not just prolific, explained Moffat.
“We pursue innovation that aligns with our values – sustainable biotech actives, smarter formulations, and ingredient solutions that genuinely benefit skin health. It’s not innovation for innovation’s sake, but innovation that improves skin resilience, comfort, and function,” she said.
“We resist the temptation to launch products that don’t fit our core mission. Instead, we refine and elevate what’s already working. Think multifunctional products that simplify routines and support sensitive, aging skin without overwhelming people with choices.
“We celebrate skin as a reflection of life, not something to “correct.” That mindset guides everything from how we name products to how we talk about results. Our promise isn’t to “take years off” it’s to make the years ahead the best yet for our community.”
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