NatureWell has officially entered the Canadian market, launching at Shoppers Drug Mart and now available online at ShoppersDrugMart.ca, with the brand rolling out in 1,000 Shoppers Drug Mart locations across Canada.
Priding themselves on luxurious formulas at an affordable price point, NatureWell said it offers premium and fragrance-forward products across fragrance mists, body, hair and lip care.
Hero formulas include their Blissy Hair & Body Fragrance, Beamy Brightening Body Cream , and more!
With a robust portfolio of Hair & Body Fragrance Mists, NatureWell said it provides consumers with the most wallet-friendly way to scent stack for a truly customized, fit-for-you fragrance.
Connecting to consumers
Kristin Bibb, President and Chief Commercial Officer at AX Beauty Brands, said the brand is not entering Canada simply to launch a collection of products.
“We’re here to build NatureWell into a leading, accessible beauty brand that becomes part of consumers’ everyday lives. That’s what makes building NatureWell so exciting to us. We have so many ways to connect with our consumers. Someone might discover us through fragrance, fall in love with a scent, and then find us in their body care or hair care routine,” she said.
“It’s about building a relationship with consumers that goes well beyond a single product, fragrance, or category, supported by engaging in-store experiences and meaningful digital connections. We see Shoppers Drug Mart as the ideal partner to bring that vision to life in Canada.”
Choosing Canada as its next market
Bibb said Canada is a really exciting market for the brand.
“The beauty industry continues to grow, and we’re seeing consumers look for products that deliver great quality, innovation, and value. That’s exactly where NatureWell fits. We’ve always seen NatureWell as much more than one category. We’re building a lifestyle beauty brand that can be part of someone’ s everyday routine, whether that’s fragrance, body care, skincare, lip care, or hair care,” she said.
“Shoppers Drug Mart felt like the right partner from the beginning. They have an incredible presence in Canadian beauty and really understand their customer. Our team attended Beauty Sphere this year, and we were so impressed with the knowledge and enthusiasm of their beauty managers. For us, this isn’t just about launching products in another country. It’s about building a brand in Canada, and we’re excited to do that with Shoppers.”
Growth plans for Canada
Starting in 1,000 Shoppers locations is a big opportunity, but the company is thinking well beyond the initial launch, said Bibb.
“We want NatureWell to become a brand Canadian consumers know, love, and continue to discover. There’s so much opportunity to grow through exclusive fragrance collections, new categories, seasonal programs, and trial and travel sizes that introduce consumers to different parts of the assortment,” she noted.
“One of the things I love about NatureWell is that we have so many ways to connect with consumers. Someone might discover us through fragrance, but then we have the opportunity to become part of their entire beauty routine. That’s what makes the brand so exciting to build.
“And we’re putting real marketing support behind the launch. It’s important to us that we’re not just putting products on shelves. We want to build awareness, create excitement, and actually drive consumers into Shoppers to discover the brand.
“Ultimately, success for us isn’t just about how many stores we’re in. It’s about building a loyal consumer, encouraging repeat purchases, and creating a business that continues to grow for both NatureWell and Shoppers.”
Differentiating the brand
Bibb said what makes NatureWell different is that it’s able to bring together great formulas, fun and innovative products, and accessible prices across so many beauty categories.
“Fragrance is a big part of how we connect everything. Someone might fall in love with a fragrance mist and then discover they can get that same scent in a body cream, shower product, or hair mist. We love giving consumers different ways to enjoy the fragrances they’re drawn to,” she said.
“But it’s not just about fragrance. We’re always looking at how to make everyday products a little more interesting. Our Lip Peptide Treatments are a great example. They deliver the benefits and glossy finish consumers want, but we’ve also added fun flavours and collectible charms. It’s a functional product with a little personality.
“That’s really what NatureWell is about. We want consumers to have products that smell great, feel great, and look beautiful on your counter or in your bag, without having to spend a fortune.”
Market trends impacting NatureWell
Fragrance has changed so much, said Bibb, adding that one of the most interesting shifts is that consumers aren’t necessarily looking for just one signature scent anymore. They’re building fragrance wardrobes, layering different scents, and choosing fragrances based on their mood or what they’re doing that day.
“We spend a lot of time watching consumer behaviour, looking at retail data, following what’s happening on social media, and working closely with our fragrance partners. We’re constantly asking what’s next and how we can bring something new and exciting to consumers,” she said.
“Our Jet Set collection is a great example. Each fragrance is inspired by a destination, so it’s almost like choosing where you want to escape to that day. Maybe you’re in the mood for something beachy inspired by the Maldives, or you want to layer it with a beautiful floral fragrance inspired by the Champs-Élysées in Paris.
“That’s what makes scent stacking so fun. There’s no single right way to wear fragrance anymore. You can layer mists together or build an entire routine around a scent you love. And because NatureWell is accessible, consumers can experiment, try something new, and have fun with it. We think that’s going to connect really well with Canadian consumers.”
Future distribution plans in Canada
Bibb said the company has big expectations for Canada.
“We’ve built great momentum with NatureWell in the U.S., and we see a lot of opportunity to bring that same energy and innovation to Canadian consumers,” she said.
“We don’t share specific sales targets, but launching in 1,000 Shoppers locations is a significant commitment, and we’re investing in making it successful. Right now, our focus is on a great launch, building consumer awareness, and making sure we’re delivering products that Shoppers customers are excited to come back and purchase.
“And there’s a lot more to come. We have a strong innovation pipeline across fragrance, body care, skincare, lip care, and hair care, along with seasonal and trial collections and formats. Shoppers is our exclusive retail partner in Canada for the first two years, and we’re excited about what we can build together. We see this as the beginning of a much bigger opportunity for NatureWell.”
Founded in 2015, NatureWell is a wellness-forward skincare brand delivering effective, accessible body and lip care powered by nature-inspired, clinically informed formulas. From cult-favorite creams to viral trend-driven innovations, NatureWell creates premium-quality products without the prestige price tag. Available at leading retailers including Target, Walmart, Amazon, DSW, and TJ Maxx, NatureWell is dedicated to supporting skin health, elevating self-care, and making luxury accessible for all.
American Exchange Group is an industry leader in fashion accessory products and brand management.
More from Retail Insider:
