LBN Spotlight: Upfront Cosmetics

LBN Spotlight: Upfront Cosmetics on Keeping You and the Planet Clean

Featuring an interview with Upfront Cosmetics Founder Alicia Sharp

Feature 5, 07/29

Making an impact, one bar at a time.

You’ve read our article on Plastic Free July, visited their website, and are on your way towards a less plastic-reliant lifestyle!

You’ve identified a ton of single use plastics and great replacement options, such as alternatives for period products and plastic wrap.

Upfront Cosmetics Blonde Toner Shampoo Bar

🎉 Celebrate! 🎉

Every choice you make against plastic waste is a giant leap towards a happy, healthy planet!

You’re on a roll, ready to level up and looking for the next switch.
What’s next?

Have we got a plastic-free switch that your everyday routine will love!

Hair care products made with natural ingredients you can pronounce, without the plastic packaging!

One of the most comprehensive studies on plastic waste in the ocean to date, from June 2021, found the vast majority of recognizable plastic debris was single-use consumer items, including plastic wrap, takeout boxes, and straws. They also mention that toiletry items were also present, and should not be discounted.

As we know, plastic doesn’t go away, but when shopping for everyday items it seems that choice is limited to this plastic bottle or that one.

Upfront Cosmetics is changing the game.

Upfront Cosmetics Refreshing Shampoo Bar

Their handmade shampoo bars, conditioner bars, hair masques, as well as lotion bars are crafted by Upfront’s in-house team in Nackawic, New Brunswick, Canada.

The women-owned business is committed to creating natural products that look good, smell good, make you feel good, and are good for the planet!

Since its inception, Upfront Cosmetics has been on a mission against plastic, opting for 100% recyclable cardboard boxes to house their shampoo and conditioner bars, and craft paper bags lined with bio material made from renewable resources such as corn and sugar for their hair masques.
The hair masque bags are sustainable products and are compostable in industrial composting facilities.

Check out their article on Plastic Free July!

Why have packaging at all, you ask?
Good question!

Here’s a post from their blog explaining the decision to go with cardboard and Canada’s FDA rules regarding product packaging.

About Upfront Cosmetics, in their own words:

“Alicia is an entrepreneur and an advocate, but most importantly she is a mother. Like so many of us, she entrusted industry professionals to lead with truth and transparency, but diligent research led her to the unsettling reality of products and their contents, so she decided to take matters into her own hands.

“In an industry fraught with unnecessary waste and chemical-laden solutions to health and wellness, Upfront Cosmetics provides confidence that parents can count on. Dishonest distractions for the benefit of commerce can cause harm to people and our planet, and for Alicia these diversions were all the motivation she needed to be the change she so desperately sought as a new mother.

“From her conscience to practical, safe and effective science, Upfront Cosmetics is authentic self-care that is worth the investment – for you, your family, and our planet.”

All About the Products

With 12 shampoo bars crafted with different hair types in mind, and 7 accompanying conditioner bars, finding the perfect shampoo replacement is a breeze!

Pamper your hair with 5 rejuvenating, all-natural hair masques!

Shampoo Bars

Conditioner Bars

Hair Masques

The Difference

“Our shampoo and conditioning bars are 65 grams of nutrient richness without the water weight or the plastic bottle. We use plant-based emollients and proteins to make your hair shiny and soft, and natural essential oils to refresh, awaken, stimulate, and soothe.”

  • What they don’t contain:
    Silicones, parabens, sulfatessynthetic fragrance, mineral oil, petroleum, formaldehyde & animal ingredients.
  • All products are handmade in small batches, use essential oils, are vegan, and are Leaping Bunny Certified cruelty free.

The Benefits

“Formulation is the key to any of your beauty products.  Our bars are formulated to ensure your safety, professional performance and product longevity.”

“Upfront shampoo and conditioner bars are perfectly crafted with your pH balance in mind.  All of our hair and scalp oils have a pH between 4.5 and 5.5 to keep your hair cuticle closed and healthy, naturally.”

  • Safe for coloured and non-coloured hair thanks to no added sodium laureth sulfate or any sulfates – a common ingredient in most shampoos that strip the hair of dirt, oils, and – you guessed it! – dyes.
  • Each bar has the same amount of uses as three bottles of traditional liquid shampoo, saving you time and money!


Upfront Cosmetics – Our concern for health and beauty extends far beyond us to the very life source that supplies us with every ingredient. Our products contain no sulphates, no parabens, and no synthetic fragrance in an industry that is extremely under-regulated. We take pride in knowing where our every ingredient comes from – whether a plant, a mineral, a laboratory or some combination – and we pride ourselves on sourcing the best possible ingredients.


We take an active, unbiased, and curious approach to everything we do. We do the research, so you don’t have to, and we’ll always make the truth of our creations accessible for your discovery and understanding. We are committed to minimizing the needless waste associated with brand packaging. We respect your right to transparency and that’s why we make products with real ingredients that truly work.


Plastic waste is becoming one of the most concerning challenges of our time and making changes to reduce the way we consume products is one way to create a lasting impact on out precious environment. Globally, we buy one million plastic water bottles per minute – and 91% of that plastic is not recycled. Each Upfront shampoo or conditioner bar replaces up to 3 bottles of packaged alternatives, minimizing waste and ecological impact. We always ship your order plastic-free and in compostable mailers. Together, we can make an impact one bar at a time.

Upfront Cosmetics is a proud member of 1% for the Planet!

Read about their commitment here.

Our interview with Upfront Cosmetics Founder, Alicia Sharp

LBN – Why are you passionate about creating your products?

Upfront Cosmetics – We’re passionate about creating plastic free products to help build a better more sustainable future for the next generations to come.

What’s one thing you do to live more plastic-free?

To live a more plastic free lifestyle, we use reusable grocery bags, plastic free laundry detergent, bamboo toothbrushes, metal straws, reusable coffee mug, stainless steel water bottle, reusable stasher bags for sandwiches and lunch items, beeswax wraps for leftovers.

How has COVID-19 affected (good or bad) the business and your mission/goals?

COVID-19 pushed us to expand our business beyond tradeshows and typical in-person events. It’s allowed us to build a community of loyal supporters from all over the world. 

What was the first product you made?

Refreshing Shampoo Bar.

What was the process like?

A learning curve until we figured out the best formula. 

How do you select your ingredients?

All our ingredients have to be vegan. As well as having their entire supply chain verified to ensure they were never tested on animals at any point in their production. We use science backed evidence to choose the best materials for our bars.  

What has your greatest challenge been?

Our greatest pushback has been around building a company that follows and sticks to our morals and ethics. 

Greatest accomplishment?

Being featured in Forbes as one of the reasons to switch to solid products. 

Next big goal?

Our goal has always been to provide affordable quality haircare without the plastic waste to anyone who wants it. Our plans are to expand into grocery and national retail to achieve that. 

Upfront Cosmetics on Social Media

@Upfront Cosmetics Inc

See what others are saying – click here
Search all Upfront Cosmetics products – click here
Read their FAQ – click here
Visit their blog – click here

Have you tried Upfront Cosmetics?

Let us know what you think! We’d love to hear from you!

Looking for more plastic free alternatives?

Check out the LBN Spotlight Articles on Aisle and Bee Kind

3 thoughts on “LBN Spotlight: Upfront Cosmetics

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