The Story Behind PHNX Cosmetics | Canadian Clean Beauty 🐦‍🔥

Aug 01, 2026

THE STORY BEHIND PHNX COSMETICS: WHERE CLEAN BEAUTY MEETS HIGH PERFORMANCE

Founded by Miss Universe Canada 2021, Tamara Johnstone

Behind every great beauty brand is a story, and PHNX Cosmetics began with a simple belief: women shouldn't have to choose between clean ingredients and high-performance makeup.

Founded by Tamara Johnstone (formerly Tamara Jem), Miss Universe Canada 2021, PHNX Cosmetics is a proudly Canadian beauty brand dedicated to creating thoughtfully formulated cosmetics that deliver beautiful results.

Before being crowned Miss Universe Canada, Tamara represented Canada on several international stages, earning the titles of Miss International Canada 2020, Miss Globe Canada 2019, and Miss Earth Canada 2016 and many more.

After years immersed in the beauty and pageant industries, she developed a deep appreciation for makeup artistry, product performance, and the confidence that comes with feeling beautiful in your own skin.

But behind the glamorous appearances, Tamara was facing a personal challenge.

The Inspiration Behind PHNX Cosmetics

Having struggled with sensitive, acne-prone skin, Tamara became increasingly conscious of the ingredients in the beauty products she used every day.

Throughout her pageant career, she relied on professional-quality makeup that offered exceptional coverage, rich pigmentation, and lasting performance. However, finding products that combined those results with her preferred ingredient standards proved difficult.

She noticed a gap between the clean beauty products available and the high-performance cosmetics she needed.

Rather than continuing to compromise, she decided to create something different.

And that's how PHNX Cosmetics was born.

Clean Ingredients. High Performance. No Compromise.

PHNX Cosmetics was founded on the belief that thoughtfully formulated beauty products should never mean sacrificing quality, pigmentation, or performance.

Our cosmetics are proudly:

Made in Canada
Cruelty-Free
Paraben-Free
Sulfate-Free
Talc-Free
Phthalate-Free

Many of our products also feature skincare-inspired ingredients such as Niacinamide, Hyaluronic Acid, Aloe Vera, Squalane, and Vitamin E.

From our Hydrating BB Cream and Liquid Concealer to our Intense Lash Mascara, Vitamin E infused Lipsticks, and Hi Gloss, every product reflects our commitment to combining beautiful makeup with thoughtfully selected ingredients.

Our mission is simple: to help women look beautiful, feel confident, and embrace their natural beauty without compromise.

From One Small Room to Retailers Across Canada

What began as a passion project in one small room has grown into a Canadian beauty brand carried by retailers across the country.

Today, PHNX Cosmetics is available through select Canadian retailers, including Well.ca, Pharmasave, Nature's Emporium, Goodness Me!, and independent beauty and wellness stores.

As PHNX continues to grow, our commitment remains the same: to create high-performance cosmetics that reflect the values, needs, and beauty routines of the people who wear them.

For Tamara, PHNX Cosmetics represents more than makeup.

It's a reminder that believing in an idea, challenging industry expectations, and pursuing your vision can lead to something extraordinary.

Because beauty should empower you, not limit you.