What she wanted didn’t exist: makeup that felt like skincare, performed like pro tools, looked like art, and aligned with her values. “I couldn’t find products that stood for clean ingredients but were also high performance,” Jem says. “I needed my makeup to stay on for the whole day and also be good for my skin.”
So she created PHNX Cosmetics: her answer to a beauty market that too often asks shoppers to choose between aesthetics and integrity. Clean, cruelty-free, and formulated in Canadian labs, PHNX is less about following trends and more about rewriting the standards. It’s equal parts minimal and meticulous, modern and meaningful.
But don’t mistake polish for ease. PHNX wasn’t a turnkey operation. Jem built the brand from the ground up, researching ingredients, negotiating manufacturing minimums, navigating production delays, and trusting her instincts. “There were so many challenges, especially in the early stages,” she says. “Every step came with a learning curve.”
What proved most difficult, though, was learning to be patient in an industry that’s all about speed. “I think the biggest challenge was trusting the process. Sometimes I’m impatient and want everything done now. But in the business world, partnerships and collaborations take time.”
That lesson—letting growth unfold rather than forcing it—shaped not just her approach to building PHNX, but her philosophy of leadership. “Leadership, to me, is about creating space for people to shine,” she says. “I want PHNX to be a place where everyone feels seen and supported, whether they’re on the team or part of our community.”
That sense of connection powers everything PHNX touches, from product development to philanthropy. The brand actively supports Haven on the Queensway and Breast Cancer Canada, two organizations close to Jem’s heart. Whether it’s providing essentials for families in crisis or helping fund research and support for women battling cancer, giving back is embedded in the brand’s DNA. “It’s all connected for me,” she says. “Whether it’s through giving back, amplifying voices, or simply creating products that help people feel confident, PHNX is an extension of what I believe in. I’ve always felt called to use my platform for more than just aesthetics.”
For fellow founders, especially those trying to build something that’s both profitable and principled, her advice is clear: it starts with the why. “Purpose isn’t a trend. It has to be real, and it has to be personal,” she says. “When things get tough (and they will), your why will be the thing that keeps you going.”
And while the beauty industry is louder than ever with new launches, viral ingredients, and celebrity-backed lines competing for attention, Jem remains focused on what matters. She’s building with intention, one product, one team member, one loyal customer at a time. “Don’t be afraid to do things differently,” she says. “Stay grounded in your values, trust your instincts, and remember that people feel energy. If your brand comes from a real place, it will resonate.”
