Neo Naturelle, a federally registered Canadian skincare company, is expanding its operations and retail footprint to meet growing demand for products aimed at women experiencing hormonal changes, including perimenopause and menopause. Founded in 2019 by Nila Cook, who serves as both company founder and lead formulator, the Vancouver-based business is pursuing a dual strategy of online sales and selective retail partnerships across the country.
The company launched shortly before the COVID-19 pandemic, which initially constrained its growth and limited opportunities to engage with distributors and retailers. “For the first year of our company’s life, everything was on lockdown,” Cook said. “There were no trade shows, no markets. Retailers were closed. Distributors didn’t want to talk to you. We were kind of semi-hibernating.” During that period, Neo Naturelle focused on establishing an online presence and building brand awareness through awards and competitions.
Neo Naturelle maintains two home offices: Cook operates from Vancouver while her daughter, a collaborator on product development, is based in Toronto. The federal registration of the company allows it to operate nationwide, enabling the business to distribute products across Canada.
Marketing and operational leadership are shared between Cook and co-founder Marina Mushlovina, who serves as the company’s marketing director. “I am the founder and the formulator of the company, and Marina is a co-founder and marketing manager or director,” Cook explained, highlighting the dual leadership structure that balances product development and market strategy.
The company’s focus on women navigating hormonal changes emerged from Cook’s initial efforts to develop skincare products for her pregnant daughter. Cook said that many conventional and natural skincare products either contained ingredients unsuitable for pregnant women or lacked active ingredients capable of producing noticeable results. “We realized that there were either skinceuticals-type products that used potent actives but also ingredients we were not happy with, or natural products that were very simple moisturizers without potent actives,” Cook said.
Neo Naturelle adapted this insight into a broader product strategy targeting women at multiple life stages affected by hormonal fluctuations. “Our skin brand evolved into a brand that specifically formulates for women who go through hormonal changes: perimenopause, menopause, post-menopause,” Cook said. She emphasized that the company designs products to minimize sensitivities and accommodate changes in skin biology related to hormonal shifts.
Mushlovina outlined the company’s current distribution strategy, noting that Neo Naturelle products are available across Canada through both online channels and select physical retailers. In British Columbia, the company’s products are sold in retail locations such as Pure Integrative Pharmacy, as well as independent pharmacies and MediSpa offices. In Ontario, Neo Naturelle products are available through naturopathic practices, health food stores, and independent pharmacies. The company has also established a distribution partner in Atlantic Canada but continues to expand retail access in that region and in Quebec.
“We find that independent practitioners who have their own dedicated client base and trust with their customers are excellent advocates for us,” Mushlovina said, identifying a core focus of the company’s retail strategy.
Looking ahead, Neo Naturelle plans to scale its distribution across Canada with an emphasis on health food stores, pharmacies, and independent practitioners. Mushlovina said the company seeks to expand its presence in Ontario and increase the number of pharmacy locations and practitioner partnerships.
Cook articulated a longer-term brand ambition to establish Neo Naturelle as a household name among women experiencing hormonal changes. “I want every woman in Canada and worldwide who is going through perimenopause and menopause to associate the skincare they’re using with our brand,” she said.
The company’s initial growth was constrained by pandemic-related market conditions, including closed retailers and limited trade show opportunities. Cook noted that these restrictions forced Neo Naturelle to focus on developing an online business and establishing brand credibility in alternative ways.
Neo Naturelle also faces the challenge of delivering products that meet high consumer expectations. Cook stressed that women in the company’s target demographic are highly discerning: “We do not tolerate any BS. We know if we like it or if we don’t. We don’t appreciate buzzwords or fluff. It either works for me, or it doesn’t work for me.” This emphasis on efficacy guides product development and marketing strategy, according to Cook.
Cook holds a master’s degree in chemistry and food science and previously worked as a national quality manager at Coca-Cola, overseeing 40 facilities across Canada. Mushlovina leads marketing efforts and coordinates distribution and retail partnerships, providing operational support alongside Cook’s product development focus. The company’s co-leadership model allows Neo Naturelle to balance scientific formulation with market expansion.
Despite initial setbacks due to the pandemic, Neo Naturelle is pursuing steady expansion across Canada. By combining targeted product development for hormonal skincare with selective retail distribution and online sales, the company aims to reach both existing and new consumers within its niche market. Cook said the company places high importance on customer feedback as it refines products and expands its presence.
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