If you’ve been part of The Beauty Theory community for a while, you already know one thing about us: we keep it real. We share the wins, the fails, the bloopers, and the behind-the-scenes moments that most businesses hide. And today, we want to share something real again — the truth behind our recent changes and where we’re headed next.
We’ve had a lot of people ask, “Are you excited about the new direction?!”
The honest answer?
It’s… complicated.
The Truth: It’s Scary. Really Scary.
Running a small business in this economy is no joke. Costs are rising everywhere — shipping, taxes, rent, packaging, credit card fees… all of it. And while The Beauty Theory has been steadily growing year after year, it hasn’t been enough to keep up with the escalating cost of operating a physical storefront.
Meanwhile, Amazon and big-box retailers have completely reshaped how people shop. Faster, cheaper, convenient — it’s tough to compete with a giant, especially as a small, locally owned business serving a niche community of estheticians.
This isn’t us complaining. It’s simply the reality of being a small business in 2025.
Hard Decisions, Back-to-Back
This change wasn’t something we dreamed up overnight. It came after months of hard conversations, spreadsheets, number-crunching, late nights, and more than a few tears.
Every option was laid out on the table.
Every scenario was run.
Every possible “what if” was considered.
And in the end, we realized something difficult but true: doing nothing wasn’t an option. Staying the same would have put The Beauty Theory at risk — and that was never something we were willing to allow.
So, we made the call to evolve.
The Beauty Theory Isn’t Ending — It’s Adapting
We know change can feel uncomfortable, even disappointing for some. We’ve felt that too. We’ve heard your messages, your questions, and yes — even some frustration.
But here’s what we want our community to know:
The Beauty Theory isn’t going anywhere.
We’re simply shifting how we operate so we can continue doing what we love — providing incredible education, expert-approved products, and real support to our esties across Canada.
Our mission hasn’t changed.
Our passion hasn’t changed.
And our commitment to this community definitely hasn’t changed.
We’re just finding a smarter, more sustainable way forward.
We’re Still Here — And Still Us
Behind the scenes, it’s still the same Beauty Theory team, still dreaming big, still testing products on the back of our hands, still helping esties level up their careers, and still obsessing over all the things that make this industry so special.
We know not everyone will agree with every decision.
We understand.
We truly do.
But we hope you see the heart and intention behind this chapter. We’re choosing sustainability over burnout. Evolution over collapse. Hope over fear.
Thank You for Being Part of This Journey
If you’re reading this, you’re part of the reason we’re still here.
Thank you for supporting a small, women-owned business.
Thank you for choosing us when you could’ve shopped anywhere else.
Thank you for growing, learning, and believing in us through every twist and turn.
This next chapter may look a little different, but the heart of The Beauty Theory remains exactly the same — and we’re not done. Not even close.
Here’s to evolving, adapting, and staying true to all the things that matter. 💗