Founders Donna Seidman and Carly Paige have created lipsticks 'for women who are as concerned with the health of the planet as they are with the health of their skin'.
Having started the company in the kitchen of Seidman's home, the brand will be filling the gap in the Canadian market for vegan and completely cruelty-free cosmetics.
The Co-Founders set out to create a line of lipsticks with 'top-of-the-line texture and quality', but without chemicals and additives.
CAD? is also organic, eco-friendly, gluten-free, and sustainably-sourced.
For the mother-daughter duo, 'being cruelty-free was a must', in a bid to 'satisfy their shared interest in making the world a more beautiful place without hurting it in the process'.