It started as a journey to find personal care products that contained less toxic chemicals and shortly found myself confused by tons of misleading claims – “clean”, “botanical”, “natural”, the list goes on. It seemed next to impossible to find non-toxic products that were better for me and eco-friendly. I mean shouldn't the two go hand in hand? After all, our actions towards the environment have a direct impact on our well-being. I set out to study sustainable consumption and marketing, and developed Diphy Wellness during my final thesis at Ryerson University. My research guided the brand’s foundation and continues to impact our business practices today. After graduating, I knew I had to take it one step further and Diphy Wellness was officially born in July 2020.