What the Founder of The Keep Uses Daily
At The Keep, we’re often asked what we actually use — not just what we carry, but the products we rely on in our own routines. This post kicks off a new ongoing series where we share what our team (and eventually our customers) are loving most.
First up is our founder, Jacquie, sharing her everyday skincare and natural makeup routine — the products she uses consistently, rotates thoughtfully, and trusts on her skin.
Jacquie is quick to note that while it might sound like a lot written out, her full morning routine takes about ten minutes. “I test everything before we sell it, so I rotate products more than most people would,” she says. “You don’t need all of this — it’s simply what’s working really well for me right now.”
She starts with cleansing, using the Charcoal Facial Cleansing Bar by Birch Babe. The bar lasts a long time and offers a gentle detox thanks to the charcoal, which she especially appreciates for her peri-menopausal skin.
After cleansing, she follows with toner. The Hello Joyous Toner is a staple because it hydrates while also helping to reduce redness — something Jacquie prioritizes in her skincare. It’s also available as a refill, making it a low-waste essential.
Next comes hydration, which Jacquie distinguishes from moisturizing. This step focuses on helping the skin retain moisture and soften the appearance of fine lines. She’s been loving Kinnect's Hyaluronic Acid Serum, a vegan formulation that helps your skin to lock in moisture, provide defence against free radical damage, and reduce inflammation.
For moisture, Jacquie often reaches for the Balancing Hydrate Face Serum, which includes prickly pear and feels especially calming on the skin. She rotates this with the Vintage Noon Redness Recovery Face Cream, particularly in the evening, when she wants something a bit richer and more restorative.
At night, she sometimes adds the Deep Repair Antioxidant Face Oil with Buriti Oil to her routine. Buriti oil is a natural source of retinol and supports collagen production, helping to reduce the appearance of fine lines. It can be used on its own or mixed into a moisturizer for an extra boost.
When it comes to natural makeup, Jacquie keeps things simple and refillable. Elate Cosmetics is her go-to brand. While foundation is best colour-matched in store, she regularly uses the Elate Essential Mascara, Elate Crème Concealer, and Elate Refresh Foundation to even out her skin without covering it up.
One of her favourite features is Elate’s refillable system. The concealer fits into a reusable bamboo compact, which can be built out with additional pans over time. The Elate Essentials Palette allows customers to replace only what they use, reducing waste without sacrificing quality.
“It seems like a lot when you read it,” Jacquie says, “but skincare isn’t about doing everything. It’s about finding what works for you and sticking with it.”
If you’d like to try any of these products, you can always order online, or come into one of our three stores to pick your new favourites!
This is just the beginning — stay tuned for more team favourites and the products our community keeps coming back for.