"Designed in Canada, all of our makeup is made to bring out your natural beauty—to highlight, not hide."

Samantha Legge, founder and CEO, Evalina Beauty

Samantha Legge established her line of clean cosmetics with the mission of celebrating and uplifting women for who they are, as they are, in every role they play. She believes that beauty comes in all ages, colours, shapes and sizes—and that it’s not about trying to be someone you're not, but rather embracing your natural beauty and empowering yourself with makeup that feels like you—with a little extra sparkle.

Her journey as the former president of her family media business, which included a lifestyle subscription box, laid the groundwork for the creation of Evalina Beauty. Legge was inspired to establish Evalina when she recognized that women were looking for clean high-quality makeup. When she couldn't find any products that met those standards back in 2018, she followed her passion and set out to formulate a collection of cosmetics that felt as luxurious and performed as well as top brands on the market, but were formulated with clean, nourishing ingredients with skincare benefits.

From BB cream to blush to lip gloss, Evalina Beauty’s products are paraben-free, cruelty-free and toxin-free (and whenever possible, vegan, fragrance and PEG-free). Each formula features skin-loving ingredients—such as aloe vera, sunflower oil, vitamin E, grapeseed oil and rice bran oil—that soothe, moisturize and condition the skin. These hero ingredients work to enhance your complexion and help give you a natural glow, letting your unique features and colouring shine through.

The brand reflects Legge's commitment to simplicity, offering a meticulously curated collection of essential products and colours. Each product has been tirelessly tested by a group of editors and makeup artists with years of experience curating products, and every single Evalina Beauty item is something their team uses every day!

Ultimately, the very essence of Evalina Beauty is to give you the confidence to be your authentic self, no matter where life takes you—because you are already beautiful.