For many Canadians, the journey toward cleaner, more sustainable living begins with a simple question: what are we bringing into our homes, onto our bodies, and into our everyday routines?

For Laura Newton, that question became personal when her eldest daughter began dealing with allergies and skin sensitivities. As a new mom, she started looking more closely at the ingredients in the products her family used every day and how those choices could impact both personal health and the planet.

What started as a more intentional approach to caring for her family eventually grew into a broader awareness of how everyday consumption affects not only our bodies, but also our communities and the environment.

“My own journey toward clean products and a more sustainable lifestyle was the inspiration behind Kind Matter,” Laura shares. “As I searched for products that aligned with my values, I often found them difficult to source locally.”

Laura envisioned a space where people could find healthier products, ask questions, share experiences, learn from one another, and feel empowered to make more thoughtful choices for themselves and their families. From that vision, Kind Matter was born.

“At the time, there was nothing like Kind Matter in our area,” she says. “I wanted to create more than just a store; I envisioned a community hub where people could ask questions, share experiences, learn from one another, and feel supported in making healthier, more conscious choices for themselves and their families.”

Today, Kind Matter is a Canadian retail brand rooted in conscious living, community, and locally made goods. Built around the belief that what we choose matters, the company celebrates small-batch products, Canadian makers, and everyday essentials created with care for both people and the planet.

About Kind Matter

Founded by Laura Newton, Kind Matter curates clean personal care, wellness products, low-waste home essentials, and Canadian-made goods designed to make conscious living feel more approachable.

More than a retail brand, it was built as a community-focused space where people can discover products they trust while learning how small everyday choices can make a meaningful difference.

Kind Matter has two major locations in the Greater Toronto Area, with one in Oakville and another in Mississauga. In March 2024, the brand was acquired by TERRA, expanding its reach even further through four TERRA stores.

The Meaning Behind the Name

The name The Kind Matter Company came from several ideas coming together.

At its core is the belief that kindness extends beyond how we treat other people. It also includes how we care for ourselves, our homes, and the planet through the choices we make around consumption, waste, and the products we use every day.

“The name Kind Matter emerged from several ideas coming together,” Laura explains. “At its core is the belief that kindness extends beyond how we treat others. It also encompasses how we care for ourselves and the planet through the choices we make around consumption, waste, and the products we bring into our lives.”

The word “matter” was chosen for its tangible quality, referring to the physical objects that are part of daily life. Together, the name reflects the idea that what we choose matters, and that small, intentional decisions can create meaningful impact.

When the business first launched, the full name felt purposeful and action-oriented. Over time, the community naturally began referring to the brand simply as Kind Matter, a shorter name that still feels true to the heart of the company.

Filling a Gap in the Retail Market

Kind Matter was created to make sustainable living more accessible, approachable, and convenient. The goal was to offer a space where people could find everyday essentials, outside of food, in one trusted, community-oriented place.

For many consumers, navigating clean products, low-waste goods, and sustainable alternatives can feel overwhelming. Kind Matter was designed to make that process easier.

“I wanted to create a space where people could find their everyday essentials, outside of food, in one place,” Laura says. “For sustainable living to become the norm, it must be accessible, approachable, and convenient.”

The brand carefully vets the products it carries, helping customers shop with confidence and trust that the work has already been done for them.

“I also wanted to build a sense of trust so that customers felt confident that every product on our shelves had been carefully vetted,” she adds. “Life is busy, and navigating this on your own can feel overwhelming.”

Highlighting Canadian Makers and Small Businesses

Supporting local makers has always been central to Kind Matter’s mission.

For Laura, sourcing products made as close to home as possible felt like a natural extension of her commitment to community and sustainability.

“Canada is home to an incredible community of small brands and independent makers who are creating thoughtful, high-quality products with purpose and intention,” she shares.

Many of these businesses were born from personal experiences, often filling gaps that founders themselves struggled to find in the marketplace.

“From the very beginning, the relationships we build with our vendors have been at the core of Kind Matter,” Laura says. “We are so proud to partner with brands that share our values and our belief that products can be made with consideration for both people and the planet.”

For Kind Matter, Canadian-made is not just a label. It reflects a commitment to supporting small businesses, strengthening relationships with local makers, and highlighting products created with intention.

More Than a Store

Kind Matter was built to be more than a retail space. Laura’s goal has always been to create a place where people can come together, ask questions, share their journeys, and feel supported as they navigate a more thoughtful and sustainable way of living.

“We built Kind Matter to be a space that goes beyond the products on the shelves,” Laura shares. “Our goal is that it feels like a place where people can come together, ask questions, share their journeys, and feel supported.”

For first-time customers, the hope is that the experience feels welcoming, encouraging, and empowering. Whether someone is just beginning to explore clean products or already committed to a low-waste lifestyle, Kind Matter aims to meet people where they are.

That sense of community is one of the things that makes the brand feel personal.

Meaningful Moments Along the Way

Over the years, Kind Matter has heard many meaningful stories from customers about the role the company has played in their lives.

Some have turned to its products while supporting loved ones undergoing cancer treatment, seeking options they could trust to be free from potentially harmful ingredients and gentle on sensitive bodies. Others living with severe allergies or sensitivities have shared how empowering it has been to discover products they never knew were available to them.

The brand has also connected with families embracing a more intentional way of living, making conscious choices while teaching their children to care for and respect the world around them.

“These stories are a constant reminder that the choices we make every day, no matter how small they may seem, can have a meaningful impact,” Laura says.

Looking Ahead

Looking ahead, the hope for Kind Matter is to continue growing and reaching new communities. The company wants to make sustainable living more accessible to even more people while continuing to support individuals and families who are looking to make more conscious choices.

“My hope for Kind Matter is that it continues to grow and reach new communities, making sustainable living more accessible to even more people,” Laura shares.

A key part of that mission is helping shift the perception that living low-toxin and low-waste requires sacrifice. At its core, Kind Matter is about showing that sustainable products can be effective, beautiful, thoughtful, and easy to incorporate into everyday life.

“We want to continue supporting individuals and families who are looking to make more conscious choices, while helping to shift the perception that living sustainably requires sacrifice,” she says. “At its core, Kind Matter is about showcasing sustainable products that are every bit as effective as they are beautiful.”

As more people look for products that align with their values, Kind Matter continues to offer a trusted space for clean, conscious, and Canadian-made goods.

You can shop their sustainable products on their website and stay updated on their future launches on their socials.

As part of our Canadian Made series, efosa continues to spotlight the founders, makers, and small businesses creating thoughtful products, meaningful stories, and lasting impact across Canada.