Spotlight on The Cure Apothecary: Building a Green Beauty Business

We all know it’s important to nourish our body with healthy foods.

From a young age, many of us are encouraged to eat our greens and drink eight cups of water daily. Still, we often forget what we put on our body is just as important as what we put in it. Unfortunately, finding natural skin care is not as simple as walking into the fruits and vegetable section of your local grocery store.

This is why, in 2015, Nitasha Goel opened up The Cure Apothecary. “I had trouble finding good, clean products in the beauty world, so I made it my mission to discover new and unique brands that shared my philosophy,” said Nitasha. From that mission, Cure was born. The brands Nitasha offers are all meticulously tried and tested, making the apothecary a perfectly curated source for natural beauty needs for both men and women.

In her journey to curate the best brands in the green beauty market, Nitasha has found many artisanal products that fit her high standards close to home. A good portion of her store is made up of Canadian-made brands. Others are sourced from makers implementing distinctive uses of natural resources from the United States, New Zealand and Sweden. The Cure Apothecary supports small yet exceptional brands, giving them a home to showcase their goods.

Nitasha’s ability to see a missing piece in the market and fill the need is what has allowed her store to become a staple for many shoppers in Toronto’s west end.

“I have some incredible customers,” said Nitasha. “I feel that I’ve cultivated a beautiful relationship with my regular clients and they help me build my brand and expand my knowledge base as I start to cater to a range of tastes and needs.”

That being said, Nitasha encourages those looking to open their own business to ensure their passion aligns with their business plan. “Don’t start a business to fit a trend,” said Nitasha. “You are going to be putting your heart and soul into this business so it needs to be something you’re incredibly passionate about.”

Filling a niche that coincided with her passion made sense and has given Nitasha the drive to face the hurdles and challenges that come with starting your own business. “Simply being an entrepreneur is exceptionally rewarding and equally terrifying,” said Nitasha. “Your success is solely dependent on your drive and resilience and your ability to keep moving forward and adapting.”

Looking to the future, Nitasha is working to grow her online presence to help others discover clean, green beauty. “Growing my online presence is my current short-term goal,” said Nitasha. “I hope to expand my reach beyond the GTA and hopefully become a resource for a range of clientele across Canada, the US and internationally.”

Written by: Megan te Boekhorst, Communications and Public Relations Specialist, Futurpreneur Canada