Tamara Jem’s journey to becoming Miss Universe Canada 2021 was just one chapter in her long-standing career in the beauty industry and pageantry. Having represented Canada at several international pageants, including the 70th Miss Universe competition in Eilat, Israel, in December 2021, Tamara’s experience in the beauty world is extensive. But her true transformation began when she faced a personal challenge—cystic acne caused by her hypersensitive skin and the makeup products she trusted. After years of battling breakouts and trying every treatment available, she discovered that many conventional beauty products were filled with harmful ingredients that only worsened her skin.

Determined to find a solution, Tamara began investigating what was truly in the makeup she was using and was shocked by the endocrine-disrupting chemicals hidden within. She threw out everything and started a quest for clean, natural alternatives. However, as she explored the market, she found something even more disheartening—clean beauty products were hard to find, and those that existed didn’t meet her high-performance standards.

The turning point came when she tried a lipstick made from beet extract, only to find it faded after 10 minutes. That’s when she knew—there had to be a better way. Inspired by her personal experience, she set out to create PHNX Cosmetics, a brand that combines clean ingredients with high performance, designed for all women, especially those with sensitive skin like hers.

PHNX Cosmetics is now an internationally recognized Canadian brand offering clean, high-performance, affordable, and cruelty-free makeup products to customers worldwide. Our mission is to enhance natural beauty by providing high-quality makeup products and tools that empower women to feel confident in their own skin, minus the harmful ingredients. PHNX is about enhancing YOU and making you feel great about it!

Why the name PHNX? We asked Tamara, and she shared, "The rise of a PHNX from the ashes symbolizes the universal experience of overcoming adversity. We believe in enhancing natural features, which is why our products offer light to medium coverage for a radiant and effortless look. Our approach to beauty is relatable and empowering for everyone because we can all relate to the PHNX."