The Best of Non-Toxic Beauty
It was a cancer diagnosis that lead to an epiphany, and a new business venture. When Mairi Shewfelt was diagnosed with ampullary cancer in 2017, she was shocked to discover that her beauty products could have been at the root of her illness. As an executive at PespsiCo. and former currency and fixed income trader for Chase Manhattan Bank, high-end perfumes and luxury skin care products had long been part of her daily routine. As Mairi was about to learn, many self-care products are packed with ingredients that are anything but pretty. In fact, too many include chemicals that can be down-right toxic.
According to the Environmental Working Group, the average woman puts 168 different chemicals on her body every single day. Many find their way to the bloodstream, and some have been linked to thyroid disease, liver damage, fertility issues, hormone disruption – and cancers.
Mairi’s diagnosis marked a turning point in her personal and professional life. She eliminated as many toxins as possible from her lifestyle, embracing an all-natural beauty routine and a vegan diet. And she put her high-flying career behind her to create Yatta. Launched in May 2018, Yatta offers non-toxic, cruelty-free and eco-friendly beauty and lifestyle products from around the world.
Each brand goes through a thorough vetting process before hitting Yatta’s shelves. Products must be toxin and cruelty-free, as well as sustainable. Packaging must be minimal and made with recycled and recyclable materials. Clothing and jewelry must be produced in a way that minimizes harm to the planet and people. And products such as skin creams, makeup, and hair products, must perform as advertised.
Mairi’s commitment to quality has enabled Yatta to form exclusive partnerships with some of the hottest brands in “blue beauty,” including England’s MuLondon, Italy’s Speziere Palazzo Vecchio, and France’s Zao Organic Makeup. It has also inspired Mairi to develop and produce her own eco-luxe products: byGolda candles, Amâz Active Skincare, and Maadrn Fine Jewels – which specializes in one-of-a-kind pieces made from upcycled, recycled, and deadstock stones and metals.
Yatta’s online store and retail location – located at the corner of Adelaide and Princess – have already attracted a loyal and growing clientele from as far away as Finland and the Middle East. The store is open for in-person shopping Tuesday to Friday (10 am – 5 pm) and Saturday (10 am – 4 pm). Yatta also hosts numerous shopping events with other like-minded local retailers, and is available for private shopping parties by request. Visit www.yattabrands.com to learn more.
Mairi Shewfelt
Founder & CEO
Yatta Brands Inc.
