Could you tell us how Julie Labelle was born?
After working for two brands in the cosmetics industry as “Innovation Project Manager” and “Makeup Unit Manager” for a fashion brand, I decided to stop because I didn’t necessarily agree with all the practices of the cosmetics industry.
At the time, I was becoming more and more interested in what was in the products I was using, and I didn’t necessarily agree with everything I saw. As a result, I really felt a disconnect between my values and what I was doing on a daily basis for companies.
That’s when I said to myself “at some point we’re going to have to connect all this”, and I set out to build a brand with which I am deeply aligned and where the values are my own.