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Madeup Beauty

💄 Makeup for every shade of beautiful.

Madeup Beauty was born out of one simple truth: no skin tone should ever be left behind. Founded in Alberta in 2019 by professional makeup artist Shirley Ibe, the brand grew from her years of mixing and blending multiple lipsticks just to create the right shade for her diverse clientele. Frustrated with the lack of representation—especially for Black women—she set out to create a line of lip products that actually worked for everyone.

By using clean ingredients and universally flattering pigments, Madeup Beauty celebrates inclusivity, confidence, and self-expression in each and every swipe. Today, the brand is known not just for its bold, wearable lip shades, but for fostering a community where individuality and belonging shine just as bright.

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Disclaimer

We do our best to keep everything we list accurate and up to date — but as businesses grow and evolve, details can change (we’re only human, after all 🍁).

Brands are listed as Canadian-owned based on publicly available information at the time of publishing. Ownership structures may change over time.

We hope you’ll use True North Deals as a roadmap to discovering amazing Canadian brands, while always encouraging you to explore and learn more for yourself.

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