Who we are


Sheer Blends is a Canadian natural beauty company based in Newmarket, Ontario. We love our planet, people and animals equally. That’s why our products are lovingly handcrafted in small batches with ethically sourced, sustainable, natural, vegan and cruelty-free ingredients. Fully committed to bringing nature back in our lives, we passionately believe that fresh, organic, non-genetically modified plant-based ingredients create the most vibrant, high-performance cosmetics.


A few words from the founder

 Simona Gruia, Sheer Blends Founder & Organic Cosmetic Formulator

Simona Gruia, Sheer Blends Founder & Organic Cosmetic Formulator 

I have been fascinated by the beauty industry since I was a child. I remember watching my mom and big sister apply their makeup, almost holding my breath in awe and dreaming of the day when I’d be allowed to do it myself. When that day came (seems so far away now!), I discovered what seemed to be a magical world, filled with colour, beauty and glamour.

Who wouldn’t want to look like the gorgeous models in cosmetic ads? I certainly did and in the process I tried hundreds of products that claimed to help me achieve that look, without ever questioning their safety.

Fortunately, over the years I became wiser, more informed and aware of the toxic ingredients found in makeup and other personal care products. The skin is the biggest organ in the human body and is capable of absorbing some of the ingredients you put on it. This shouldn't come as a surprise, it is a well-known fact. Think of the patches created by drug companies which can be applied to the skin in order to release various compounds into the bloodstream. The problem arises when the ingredients applied to the skin are toxic. Some of the chemicals found in personal care products have been linked to cancer and endocrine disruption.

After learning these scary facts, I decided to avoid chemical-laden products and buy only makeup labeled as natural. For a while I was content knowing that I was doing the right thing for my health, until one day I stumbled upon a review of the “natural” liquid foundation I was using at the time. Wait, what? Parabens used as a preservative, the same parabens that can cause cancer and disrupt hormones? This was the turning point for me, the moment when I truly understood that it was in my power to control what went on my skin. This realization drove me to learn as much as I could about ingredients found in cosmetics and their possible effects on my health. In the process, I discovered that unfortunately, the cosmetic industry is not fully regulated and anyone can label their product as natural, even if it isn’t. So, what now, I wondered? Should I stop using makeup entirely in order to protect my health? Well... considering that I put makeup on to take the garbage out, this was definitely not an option for me.

In 2013, I completed a mineral makeup course and started to create my own foundations, blushes and eye shadows. It all began as a hobby, but I loved it so much that I decided to enroll in another course to expand my knowledge in making other natural makeup products, like lipsticks, balms and eyeliners. These courses were exactly what I needed to spark my creativity and start my journey to a healthier me. This is how the first seed of Sheer Blends was planted.

In 2016, I took my passion for natural products to the next level and went back to school to study towards an Advanced Diploma in Organic Cosmetic Science with Formula Botanica, an award-winning Organic Cosmetic Science School based in UK. Stepping into skin care was an obvious next step for me, since if you want to have flawless makeup, you need to start with a flawless complexion. My interest in developing my own skin care products started when I realized that it’s almost impossible to find an all-around natural product. How can this be when there are so many products out there saturating the market and claiming to have just the secret ingredient that will tone, tighten, even out your skin, or make your wrinkles go away? Once you start researching ingredients, you realize that many of them are just a marketing hype. Others have a long list of ingredients that you can’t even pronounce, created synthetically in a laboratory and tested on innocent animals. A few of them have indeed wonderful natural ingredients that have been known for centuries to benefit our skin and you can’t wait to put them on your skin, until you move towards the end of the ingredient list and realize they are preserved with parabens (preservatives derived from petroleum) or contain fragrance (which is really a cover-up word for tens or even hundreds of synthetic ingredients and chemicals).

So here I am, excited to share my products and my passion for all things natural with you! It's never too late to change your makeup and skin care routine and choose natural, healthy alternatives!

Building Sheer Blends from the ground up was and continues to be a labour of love and hope. I passionately believe that true, radiant beauty can be achieved with natural, pure cosmetics. Information is power. Be informed and make wiser choices!

Here's to a beautiful, healthier you!