Homegrown brand goes big on self care
Midnight Paloma creates products to be ‘part of everyone’s daily routine’
Midnight Paloma is one of those brands you are likely to discover on Instagram.
The Vancouver-based natural beauty company’s feed is full of pretty products posed atop pop-of-colour backgrounds. They’re the kind of shots that are sure to make a person stop their random speed-scrolling — and double tap.
But it’s also a brand that’s about a whole lot more than mere “likes.”
We caught up with brand founder Tayler Mariles to chat about Midnight Paloma, the name, the products and what sets her homegrown brand apart from other offerings. Q For those who aren’t familiar, what is Midnight Paloma? A
Midnight Paloma is a company dedicated to clean beauty and hero ingredients. After working in the beauty industry for 12 years, I wanted to set my focus on creating my own beauty brand using all-natural ingredients. I wanted it to be modern and look cute sitting on your counter but I also wanted it to be something that you would feel good about putting on your body.
I love things that are locally made and made to last: concentrated formulas. Self care is so important and I want my products to be a part of everyone’s daily routine. Q Is there a story behind the name? A
The name Midnight Paloma came from a few different inspirations. The first collection was the Detox, which is charcoal dedicated, hence Midnight. And then the Paloma was the inspiration behind the scent : blood orange, lime, vanilla + grapefruit. Q Who is the target customer? A
Anyone who is looking to add natural products into their lives. I have men who love my mask and ladies of
all age ranges who swear by our serum. Q What has been the reaction to the brand so far? A
It’s been amazing. This has been an incredible six months. The line has grown so much and I’m continually inspired by positive feedback we receive. Q Which product has proved the most popular — and why do you think this is? A
I think the addition of our Skin Tools has definitely set us apart from other natural brands. I started with our Facial Dry Brush, the response was amazing so I continued to research. The Rose Quartz Roller, Gua Sha Tool and Dry Body Brush were added shortly after and they are now some of our bestsellers.
I love any type of tool that you can add into the skincare routine you’ve already got: It’s just going to make it that much better. Anybody can benefit from a Dry Brush or our Gua Sha tool. People love them because they not only work, but they are a great way to relax and unwind: It’s therapeutic. With the whole self-care movement in full swing, the tools really hit home to a lot of people. Q
What is the price range for Midnight Paloma products? A
I like having a range of sizes and prices available for people to try. We do a lot of products in mini sizes, so they are great for anyone looking to test our line. They start at $12 and our full sizes can go up to $48. Q And where can people check them out? A
We are online at midnightpaloma.com and in 25-plus stores Canada-wide. Q Lastly, what’s next? A
We have lots of really exciting things happening for 2019! We will definitely be adding more into our Skincare Collection and Tools — I can’t wait.