A Canadian home for indie makeup

Dasha, founder of I FEEL BEAUTIFUL, in Squamish, BC

Who are we?

I FEEL BEAUTIFUL was built by me, Dasha, and my husband Vlad, in Squamish, British Columbia β€” climber and mountain biker country. You would not think it is precisely the place to wear a lot of makeup. I wear it anyway, even when the only audience is local bears.

The obsession started early. Ask my mom how many times her palettes mysteriously disappeared. The real shift came from discovering indie makeup while binging beauty videos after surgery β€” small brands making things the big players never would, in limited runs that sold out before most people knew they existed.

Why I FEEL BEAUTIFUL?

Exploring the world of indie while living in Canada is tricky. Most brands are scattered between the US, Europe, and Asia. International shipping is slow and expensive (a perfect combo, right?) But surprise customs and brokerage fees often make shopping costs prohibitively high and spoil the joy of receiving a long-awaited purchase.

After a few years of growing more and more weary of makeup-hunting hurdles, I decided to take matters into my own hands. This is how I FEEL BEAUTIFUL was born - the store to bring indie brands from different countries under one Canadian roof in a bear country.