Sona Cosmetics is a Montréal-born beauty brand crafting trend-first, vegan, and cruelty-free makeup designed to perform, without the luxury markup. Built on the belief that great formulas should be accessible to everyone, Sona delivers high-performance products at affordable prices. With each curated drop, the brand brings together style, inclusivity, and substance, empowering a new generation to experiment with confidence.
We spoke with Lauren Mezzaluna, Co-Founder and Director of Brand Marketing, about how she and her team are redefining affordable beauty for the modern consumer. From community-built product development to a steadfast commitment to transparency, Mezzaluna shares how Sona is reshaping what it means to create high-quality, ethical makeup that truly performs.
What is your business called, and what does it do?
Sona Cosmetics makes high-performance, vegan, cruelty-free makeup at loveable prices ($6–$12 CAD). We launch curated, trend-first drops that are easy to wear every day. Shop D2C at www.sonacosmetics.ca and at select Canadian retailers.
What made you want to do this work?
We wanted makeup that really performs – without the luxury markup. After years in beauty, Emily and I saw a clear gap: great formulas weren’t always accessible. Sona is our answer: community-built, results-driven, and priced for real life.
What problem did you want to solve with the business?
Accessibility. We’re removing price and proximity barriers so more people can play, experiment, and find their look – without compromising on payoff, comfort, or wear.
Who are your clientele/demographics?
Gen Z and Gen Alpha at the core (roughly 14–28), plus anyone who loves trend-first colour with dependable performance and fair pricing. Our community is diverse, bilingual, and Canada-wide.
How does your business make money? How does it work?
A hybrid model: D2C (sonacosmetics.ca) + retail partnerships. We keep assortments tight, components efficient, and supply chain lean so savings flow to the customer while we sustain healthy, repeatable margins.
Where in the city can we find your profession?
Brand and community live in Montréal – content shoots across Mile End, Griffintown, and Old Montréal; operations in Mont-Royal; products available online Canada-wide and at select retailers.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
“Does it actually perform at a fair price—and can I see what’s inside?”
Yes: we formulate to strict standards, publish full INCI lists, test on real routines, and price between $6–$12 CAD, so performance isn’t a luxury.
What is the best part about what you do? What is the worst part?
Best: watching someone light up when a shade just *works*. Worst: saying “not yet” to a product we love until it hits our performance bar.
What is your favourite joke about your own profession?
Is ‘dewy’ a finish or a lifestyle? – At Sona, it’s both.
Where can we follow you?
PAY IT FORWARD: What is another local business that you love?
Café Olimpico – a classic Montréal spot and our go-to coffee.
![Kid's Stuff [Trucs d'enfants]](https://montrealguardian.com/wp-content/uploads/2024/12/381-9-326x245.jpg)