Late in 2025, Bend Beauty founder Marc St-Onge was meeting customers at their sampling booth within a Halifax Costco when one moment stuck out.
A customer walked right up to the display, not to buy, but to say thank you.
She had been experiencing acute eczema, which had impacted her quality of life and how she perceived herself. She began using their Renew + Product and it had a transformative effect on her health, and skin.
90% of her eczema was gone – she felt her skin was healthier and described how much that helped her confidence.
“It’s a reminder of why it’s so important to be innovative and to do the necessary research, because there are people out there that have this kind of life‑changing level of impact,” says St-Onge.
These moments fuel St-Onge and his team to build on their mission of helping people proactively improve their health.
A new way of approaching skin care
Bend Beauty’s core approach is simple: to transform skin health, you need to work from the inside out.
They’ve created evidence-backed natural products which set out to address a missing element of skincare – that topical products alone are not enough and should be combined with rejuvenating, ingestible compounds. Their flagship product, Renew + Protect, combines marine omega fatty acids with plant-based oils, antioxidants, and vitamin D3, all ingredients your skin needs but can’t get from a skin cream.
Bend Beauty’s Marine Collagen and Renew + Protect Product
St-Onge describes their products as a ‘Trojan Horse’ – in that the same compounds which are beneficial to the skin also boost health in other parts of the body.
From high-potential science to groundbreaking products
St-Onge founded Bend Beauty with a passion for bridging science and consumer wellbeing.
Leading research teams at his previous company, Ascenta Health, he appreciated the untapped potential of leveraging these compounds specifically for skin health. When the company was sold in 2015, he negotiated a carveout of this research and founded Bend Beauty in Halifax.
He was motivated by the opportunity to build an underdeveloped part of the sector.
“I’m a very consumer-centric kind of individual,” says St-Onge. “I’m always thinking how do we elevate the lifestyle, health, and well-being of consumers? And driving areas of innovation where products have not yet been explored.”
Staying resilient through challenges
Early sales focused on spas and skin clinics, supported by intensive product education.
The COVID-19 pandemic brought steep challenges for his new business, as their primary distribution channel vanished overnight. St-Onge says they shifted into survival mode and adapted by focusing more on direct-to-consumer sales while also supporting valued spa partners.
“You reconnect back into the meaning, the purpose of why you did this.” says St-Onge. “It does have its way of shifting your energy. The fact that we still exist as a company today is truly a testament to that.”
Building a mission-focused culture
That connection to their mission not only helped their team stay resilient through a crisis, it’s served them well as they grow.
They are a market leader in this sector, and have expanded sales across North America and Europe. They plan on launching a new product this year that supports hydration as well as increases energy levels and muscle protein synthesis.
Working now as a team of seven, he’s proud of how they’ve remained focused on, and motivated by, their company’s purpose.
“When we apply work towards meaningful goals, it produces positive feelings. Those positive feelings help a company culture to thrive,” says St‑Onge.
Sustainable growth
One of their team values, even during this phase of growth, is prioritizing sustainability. Bend Beauty is a Certified B Corporation, meeting the highest standards of environmental and social responsibility. They also donate 1% of their annual sales to environmental causes through 1% for the Planet.
“I do not believe that we ever own anything. I think we simply borrow it and pass it along to the next generation.” says St‑Onge.
Powered by ecosystem support
Their success has been fuelled by Life Sciences Nova Scotia (LSNS) at crucial junctures. Through targeted support – from sales training and digital marketing consulting to strategic guidance – LSNS has helped Bend Beauty build their team’s capabilities.
They’ve also benefited from participating in sector events hosted by LSNS, and learning from other life sciences founders.
“You find ways to collaborate, sharing reciprocal knowledge and intelligence. Sharing what you learned through your mistakes or opportunities that might be relevant,” says St‑Onge.
Redefining beauty standards
As Bend Beauty combines meaningful purpose with groundbreaking science, St-Onge hopes they can influence beauty culture itself. In a sector which can focus on toxic or unreachable standards, they want to shift the conversation towards people showing up as the best version of themselves.
“If we can help redefine what beauty is and establish more body‑positive, life‑affirming standards, then we can help people live a little bit more consciously and authentically.” says St‑Onge.
