Better Basics

Better Basics is a Vancouver, British Columbia consumer packaged goods company selling self-care and household essentials direct to consumers. Its current line, marketed under the Maris Dae name, is a marine hydration bodycare range built around what the company calls its "Maris Element": a combination of red algae and bull kelp harvested near Vancouver. The core products are a Marine Hydration Body Wash ($42), a Restorative Body Serum ($60), a bundled Marine Hydration Bodycare Set ($95, regular price $102) and gift cards from $50. The company says the formulations are intended to support the skin barrier, improve moisture and repair dry or damaged skin, and that they exclude SLS, parabens, silicones, petroleum products, fragrance, colour, harsh actives and known endocrine disruptors.

The broader Better Basics range has been described as self-care and cleaning essentials designed around reduced plastic waste, using sustainable packaging that is reusable, refillable and/or biodegradable, with ingredients vetted against Environmental Working Group criteria. Secondary commentary describes refillable formats using a stainless steel dispenser and refill jugs, plant-based ingredients such as coconut oil, olive oil, essential oils and aloe, cruelty-free certification, and fair trade and ISO certified manufacturing, along with a discounted soap subscription option.

The company describes itself as woman-owned and operated, producing in small batches in Canada, and commits 1% of sales to environmental and social causes.

Founding story

Better Basics was co-founded by Samantha Rayner and Caitlin Rushton. Rayner, a BIV Top 40 Under 40 recipient, brought approximately 15 years of CPG marketing experience including roles at Saje and Lululemon; Rushton brought about 15 years of sales experience, most recently five years at Slack.

Business model

Direct-to-consumer e-commerce sales of skincare, bodycare and self-care essentials through the company's own online store, supplemented by wholesale distribution through Canadian retailers. Secondary commentary also describes a subscription offering for soap with a 20% discount and free shipping, and refill formats intended to drive repeat purchases.

Product sales at published retail prices (body wash $42, body serum $60, bodycare set $95, gift cards from $50), with free shipping thresholds ($95 on the bodycare set, $100 on general orders) and retail distribution revenue.

Traction

Retail listings with Well.ca and Loblaws; the company states its bodycare kit sold out within 48 hours and repeatedly sells out. Third-party commentary reports that in just over three years the company's plastic-reducing products diverted 1.2 million bottles from landfill.

Latest developments

The company publishes content on the impact of tariffs and a Canada-US trade war on its small business and states it is doubling down on Canadian production; it has also run a branded retreat (the "Maris Dae Hotel") and a recurring monthly gift-set giveaway.