When the world came to a halt in 2020, many lives were turned upside down. This was especially true for Kelsey Irvine and her sister Lindsay, both of whom found their careers abruptly interrupted. Yet, what could have been a disheartening end became a vibrant new beginning. Joining forces with their mother, they revitalized her passion project, Birch Babe, and transformed it into one of Canada’s most rapidly expanding clean beauty brands. Remarkably, they achieved all this while keeping their core values—family, sustainability, and authenticity—at the forefront.
So, how did a moment of crisis lead to such remarkable growth? It’s a story of resilience, creativity, and a commitment to making clean beauty accessible to everyone. Let’s explore the journey of Birch Babe and what sets it apart in the crowded beauty market.
Clean Beauty: A Commitment to Integrity
At its heart, Birch Babe stands for more than just skincare products. The brand embodies ideals of accessibility and authenticity. Each product is crafted to be all-natural, vegan, cruelty-free, and entirely plastic-free, ensuring that sustainability is integral rather than an afterthought.
Kelsey emphasizes, “Our mission was straightforward: to offer healthier skincare options and elevate daily essentials for everyone.” They believe clean beauty should be inclusive, not exclusive or elitist. By formulating and producing in-house, Birch Babe maintains control over the quality of its products and can keep prices reasonable.
The packaging also mirrors this commitment, utilizing glass and aluminum materials along with 100% recycled kraft paper, making refillable options available both online and in stores.
Strategic Growth: Expanding on Their Terms
Birch Babe’s remarkable growth story is a modern entrepreneur’s dream: from just 30 stores to over 300 across North America in three short years. Remarkably, they achieved this without traditional investment.
Kelsey notes, “Initially, retailers contacted us after discovering us via social media.” This organic momentum highlighted the power of genuine word of mouth. Even when they secured financing from BDC and Community Futures, they retained 100% ownership. “We prioritize steady, purposeful growth to ensure we control our narrative,” she adds. Their impressive 120% growth in the past year has led them to major retailers like Whole Foods, all while maintaining their Canadian roots.
Local Production: A Source of Pride
For Birch Babe, producing locally is a cornerstone of the brand. Kelsey explains, “Our foundation is built on family values, integrity, and health. It started with our mom creating safe skincare for our family, and now our customers are an extension of that family.”
By manufacturing in Canada, they ensure transparency in every step—from sourcing to testing—and create local job opportunities. Recently, Birch Babe launched its first store in Northbrook, Ontario, turning it into a gathering place for fans and a hub for community engagement.
A Family Business with Diverse Perspectives
The leadership of Birch Babe reflects its grassroots history: three women from three different generations bringing unique viewpoints to the table. Kelsey serves as the CEO, while Lindsay manages operations as COO, and their mother oversees formulation.
While working as a family can present challenges, it also fosters a distinctive dynamic. Kelsey states, “We constantly challenge each other, which leads to well-considered decisions.” They embrace a majority-rules approach, ensuring that while individual preferences may vary, progress is made collectively.
Redefining Clean Beauty Standards
Birch Babe aims to dismantle the elitism often linked with clean beauty. Kelsey observes, “Many clean beauty products involve high price tags and complicated routines.” Instead, Birch Babe promotes effective skincare routines that are simple and efficient, often containing less than four steps and taking under five minutes.
The Power of Storytelling in Branding
A significant turning point for Birch Babe occurred after a rebranding effort in 2023, which led to a temporary dip in sales. Kelsey reflects, “We learned that our brand values need to be communicated, not just sold.” They began sharing their origin story more openly, both online and at trade shows, igniting a remarkable 120% sales increase in the following year.
Hero Products and Future Innovations
Among her favorites, Kelsey recommends the LTB Bundle, which includes the Gentle Face Scrub, Vitamin C Serum, and Hydrating Face Cream, stating, “This trio keeps my skin smooth and radiant.” She also loves the Natural Glow Face Serum and the Glowing Body Oil in Vanilla.
Looking ahead, Birch Babe is set to launch what Kelsey describes as their most exciting product to date: a 100% Mineral Sunscreen SPF 40+. “This sunscreen is non-comedogenic, marine safe, and designed for all skin types, including babies,” she explains. It’s packaged in a fully compostable tube, created in-house and made in Ontario, marking a significant milestone for the brand.
The Birch Babe Philosophy
From a small-scale passion project to a nationally recognized name in clean beauty, Birch Babe exemplifies how family-run businesses can thrive without sacrificing authenticity. Kelsey asserts, “Our journey has reshaped our understanding of success, proving that a brand can be led by women and families while building something impactful, all without compromise.”
