Aurea Maison is a Canadian luxury brand reimagining home essentials. The brand began with the simple idea of making everyday essentials, like bath tissue, feel intentional. Founder and CEO Jennifer Obando draws inspiration from her background in fashion and manufacturing to reimagine the ordinary. We spoke with Obando to learn more.
What is your business called and what does it do?
Aurea is a luxury home essentials brand reimagining everyday products through elevated design, premium materials and thoughtful innovation.
We make premium colored bath tissue, the only one in North America. Our products are dermatologist-tested and free from PFAS, BPA, phthalates, fragrances, heavy metals and azo dyes, with no added formaldehyde.
We believe even the most ordinary daily essentials should be beautiful enough to display in your home.
What made you want to do this work?
I kept noticing the same gap. People invest in the beautiful fixtures, the lighting, the soap, the fragrance and then set a supermarket package in the middle of it.
Bath tissue was the last object in a considered room that nobody had bothered to design. So I created Aurea Maison to fill that gap.
What problem did you want to solve with the business?
Two problems: The first is visual. The second is what is actually in the product. There was no premium safe, colored bath tissue in North America.
Who are your clientele/demographics?
Our customers are design-conscious consumers who appreciate premium quality and intentional living.
They evaluate aesthetics, wellness and products that elevate everyday routines.
How does your business make money? How does it work?
We sell directly to consumers through our website. We are expanding into select boutiques and retailers this year.
Where in the city can we find your profession?
You can order directly from our website. We’re also rolling out our retail distribution and can be found in home decor stores such as Marie Dumas.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
“Is it safe? The answer is absolutely yes. Our products are non-toxic and free from BPA, PFAS, parabens, heavy metals, azo dyes, phthalates and fragrances. They contain no added formaldehyde and are produced using an elemental chlorine-free (ECF) process.
What is the best part about what you do? What is the worst part?
The best part is seeing people’s reactions when they discover beautiful colored bath tissue exists and their faces light up.
The hardest part? The hardest part is designing and manufacturing the product. It’s surprisingly difficult to work through all of the design and ingredient choices. There is so much chemistry involved!
What is your favourite joke about your own profession?
People always ask me, “You sell toilet paper?” and I say, “I sell LUXURY bath tissue. There’s a difference.”
I also love telling people I didn’t start a toilet paper company because I’m normal.
Where can we follow you?
PAY IT FORWARD: What is another local business that you love?
Montreal has so many incredible local brands, but one that I really love is Collecteur. I love what they’re doing with organic period care products and love the incredible team behind the brand.
