Think Green on Earth Day with Lucid's eco-warrior brands featuring Province Apothecary, Flax Sleep Locks & Mane, and Lost + Found


With Earth Day (April 22) quickly approaching, it's time to start making changes for the good of the environment. One of the most efficient ways to reduce your eco footprint in 2020 is to switch up your routines to include more environmentally-responsible, sustainably-sourced, and all-natural products. Province Apothecary, Flax Sleep, Lost + Found (soon to be Crying Out Loud), and Locks & Mane have got you covered with organic skincare and aromatherapy, sustainable linen, and natural hair extensions.

Here are a few of our top good-for-the-environment must-have items to celebrate Earth Day:

1. Province Apothecary

Protect the planet one beauty treatment at a time with Province Apothecary's range of natural and organic skincare and aromatherapy. Toronto's favorite holistic and wellness brand, known for outstanding handcrafted, small batch skincare products and custom organic facials, is both a leader in beauty and environmentalism. At Province Apothecary, they are committed to providing organic and ethically sourced products, and continually finding ways to reduce our environmental footprint.

For the last few years, they have offered a recycling incentive program to local customers: if you bring in 5 used PA bottles, you receive a free lip balm. We recycle all returned product bottles with the City of Toronto. In an effort to further reduce the environmental impact of cosmetic waste, we have partnered with a program called Terracycle for repurposing + recycling packaging that isn't currently accepted in the municipal program and might otherwise end up in landfills or waterways. To learn more about Province Apothecary's recycling program, click here


*NEW* Radiant Bath + Body Oil - 30 ml $28 / 120 ml $58

This alluring bath + body oil absorbs quickly to soften, nourish and revitalize all skin types. The rich blend of moisturizing plant oils effectively tones, firms and improves elasticity, leaving skin smooth and glowing. An invigorating essential oil fragrance blend will enliven and empower your spirit to leave you balanced and revitalized. 




Regenerating + Stimulating Exfoliator - $40

The Regenerating + Stimulating Exfoliator is biodegradable and free of plastics beads. This exfoliator is perfect for all skin types and made to gently exfoliate and hydrate the skin. Using oatmeal to calm, soften, and nourish, green tea to stimulate and rejuvenate, and lavender to calm irritation and heal blemishes, this dry formula will be sure to leave your skin healthy and glowing.


Calm Down Wellness Roll-On - $32

Promote a sense of well-being and relaxation to allow a moment of peace. Take time to stop and smell the flowers! Blended with Mandarin, Bergamot, Frankincense, Neroli & Roman Chamomile.




Sleep Well Wellness Roll-On - $32

Slow down and relax after a long day. Feel at harmony with body and mind before resting. Formulated with Lavender, Melissa and Ylang Ylang oils to help you ease into rejuvenating sleep.



Uplift Wellness Roll-On - $32

Boost your mood and feel re-energized with confidence and joy. This blend will make you feel invigorated. With bright scents of Bergamot and Geranium, harmonius Frankincense, and Ylang Ylang and Jasmine to encourage a sense of ease.






2. Flax Sleep 

This Earth Day, celebrate Mother Earth with eco-friendly bedding. Flax Sleep, an independently owned women operated bedding business that focuses on providing you with the best sleep possible.  Flax Sleep's priorities are aimed towards superior comfort, high production standards, top quality materials and ethical manufacturing practices. Why choose linen? Linen requires considerably fewer pesticides and fertilizers than other crops and uses up to 20 times less water and energy to produce than cotton and nothing goes to waste. It's sustainable and 2-3 times stronger than cotton and can be passed down through generations as it only gets softer over time. Switch your bedding for Mother Earth! 

AND to give back, on April 22nd, Flax will be donating $10 from the purchase of each Flax Set will be used to purchase carbon offsets through Planet Air in support of Gold Standard certified projects that reduce the amount of greenhouse gases in the atmosphere. You can find all of the necessary info on this particular carbon credit offset option here . Flax is intending to direct their funds towards the Canadian project mentioned under “Our Offset Projects”. 


*NEW* The Flax Set in Mist  - $490 Queen, $550 King

The Duvet Set plus the Sheet Set combined, everything you need to make your dreams even sweeter in this new spring colour, Mist.  Bonus: buying the Flax Set saves you $150 compared to buying the Duvet Set and the Sheet Set separately.

1 duvet cover (with bottom linen ties).

1 fitted sheet (elasticated all around for snug fit).

1 flat sheet (optimal for next-level adulting).

4 pillowcases (with end envelope closure).

100% French stonewashed linen.


*NEW* The Flax Set in Fog  - $490 Queen, $550 King

The Duvet Set plus the Sheet Set combined, everything you need to make your dreams even sweeter in this new spring colour, Fog. Bonus: buying the Flax Set saves you $150 compared to buying the Duvet Set and the Sheet Set separately.

1 duvet cover (with bottom linen ties).

1 fitted sheet (elasticated all around for snug fit).

1 flat sheet (optimal for next-level adulting).

4 pillowcases (with end envelope closure).

100% French stonewashed linen.


*NEW* Quilt - TBD

Enjoy some quilty pleasures with Flax Sleep's newest spring colours Coral, Marigold and Midnight. What you do in them is up to you. We're not here to judge. 

The Quilt features: 

  • just the right amount of fill for a little bit of weight
  • perfect for warm weather (when duvets are too much)

100% French stonewashed linen. Poly-fil batting. 


3. Locks & Mane

We're all about wanting fabulous hair, however, it is essential to be conscious of the environmental and social impacts on Mother Nature. Locks & Mane is North America's first luxury hair extension brand that offers high-quality human hair clip-ins and semi-permanent hair extensions. They only use 100% Remy Human Hair that is naturally biodegradable and ethically sourced so you can look amazing and feel good about it too. 

Shop your shade of Locks & Mane clip ins

Locks & Mane offers 100% Remy human hair which comes in several styles and lengths, from 8" and 14" ponytails, to 12" and 18" clip-in extensions.  The goal is fast and affordable, so all products are easy to install and prices range from $85-$195.  L&M will be launching even more products this spring from bangs, to halos, along with a new shampoo and conditioner line - so stay tuned!. Their online store offers 13 shades that are guaranteed to blend seamlessly with all hair colours, and they offer complimentary online matching services if you're not sure which shade to select.  See Locks & Mane clips in action in this tutorial video

Unsure of your colour? L&M's expert stylists are available to provide a complimentary colour match! Simply send a full-length photo of your locks in natural lighting to, and they'll do the rest. 

3. Lost + Found (soon to be re-named Crying Out Loud)

Toronto's newest retail and social hub dedicated to the pursuit of mental wellness is excited to share with your some of their carefully curated Earth Day products. This roundup focuses on items that allow you to be kinder to your body and the planet. They enable us to enjoy the outdoors and allow us to stay more connected to nature and our earth. All products are available for purchase online


Cabin Porn: Inspiration For Your Quiet Place Somewhere by Zach Klein - $42 cdn/$32 usd

Rural escapes for those yearning for a simpler existence, by the creators of the wildly popular Instagram account Cabin Porn.

Created by a group of friends who preserve 55 acres of hidden forest in Upstate New York, Cabin Porn began as a scrapbook to collect inspiration for their building projects. As the collection grew, the site attracted a following, which is now a huge and obsessive audience.



Pollinator Protector Activity Kit by Modern Sprout - $30 cdn / $19.99 usd retail

Features a Wildflower Seed Pop that grows a small pollinator-friendly garden. As the garden grows, the included Activity Mat encourages kids to colour in the flowers they see, and a Sticker Sheet enables them to add visiting pollinators to the Mat. A Pollinator Protector Merit Badge recognizes the work done to better the planet. Ages 3+.

Bees, butterflies and hummingbirds play an integral role in our food supply. These creatures are facing extinction, due to variables including modern agriculture practices and increased use of pesticides. The need to save our pollinators cannot be overstated. Be a part of the solution and become a pollinator protector today!


Pollinator Seed Pops by Modern Sprout - $6 cdn retail

A playful take on a seed packet! Pollinator Seed Pops are designed to be planted into the ground or a container. Just unwrap, plant and grow, then keep a look out for the bees, butterflies and hummingbirds! Once planted, the wooden stick serves as a plant marker. Includes: organic and/or non-GMO seeds embedded in a clay disc.





​​​​​​Glow & Grow - Candle + Grow Kit by Modern Sprout- $50 cdn / $35 usd retail

Burn, plant, and grow! This ceramic candle vessel transforms into a planter after the flame has burned down and includes a complete kit to grow daisies.

12oz wildflower scented soy-blend candle features a blissful and breezy combination of green geranium, lilac and eucalyptus notes grounded by warm rosewood.

The daisy grow kit components are tucked in the bottom of the box and include non-GMO Gerbera daisy seeds, soilless grow medium, plant food, activated carbon and instructions for success.



Deep Breath Soothing Essential Oil Spray by K’pure Naturals - From $9 cdn retail 

Deep Breath contains a blend of organic essential oils, including eucalyptus, lime and peppermint. Great for cold and flu season, stressful situations or any time a breath of fresh air is all you need. With the addition of witch hazel and coconut oil, you can use Deep Breath as a hydrating facial toner and a soothing room and body spray.  

Available in 100ml and 30ml glass bottles.


Happy Ending Muscle Salve by K’Pure Naturals - From $7 cdn retail

Happy Ending is more than just a cheeky name, it's your post-workout, sore-muscle best friend. Before the healing salve is blended, we infuse vitamin-rich sweet almond oil with a blend of organic peppermint (an anti-inflammatory that will ease muscle pain with a cooling sensation), Comfrey (helps to naturally repair muscle tears and strains, reduce inflammation and soothes pain), Arnica (an anti-inflammatory that works on sore muscles, sprains, arthritis and bruises), Cayenne Pepper (anti-inflammatory, antispasmodic and relieves all sorts of pain including muscle spasms and arthritis) and Turmeric (great for arthritis and joint inflammation). Once the infusion is strained, we mix it with our organic calendula infusion, organic beeswax, and a blend of soothing, healing organic essential oils to make a wonder salve to use on muscle and joint pain, arthritis, after workouts and runs, or on strains and bruises.


Facial Steam Tabs Pack by Lunah Life - $14 cdn retail

Who needs that summer glow? We’ve got three facial steams to add to your skin care routine to help get your glow on!

Purple - Decreases inflammation and calms skin redness and rashes.
Pink - For dry or mature skin, or if you spend a lot of time outside!
Black - For hormonal acne, detox, and oily skin.

HOW TO: Boil some water, place tab and water in a bowl, grab a towel and steam your beautiful face away! Save the water for a few days for a beautiful personal toner.




About: Province Apothecary is a holistic skincare and wellness brand recognized both for its effective natural skincare products and custom organic facials. PA is leading the way in green beauty with a unique blend of 100% active plant based, synthetic-free ingredients, establishing itself as a brand focused on a whole-body approach to beauty.

Owner and founder Julie Clark's journey into natural skincare developed out of her own struggles with allergies and eczema. Unable to find products that were pure and effective enough to heal her sensitive skin, she began blending her own. Now an accredited Holistic Health Practitioner and Aromatherapist, Julie continues to develop new products drawing inspiration from her facial clients, the weather and the seasons.

Province Apothecary sources the highest quality organic, wildcrafted ingredients from each Canadian Province and hand-blends these ingredients in small batches to create skincare that will nourish + balance skin. Julie’s favorite ingredients include: seaweed from Nova Scotia, maple syrup from Quebec, organic sunflower oil from Ontario, organic beeswax from Alberta, organic lentil flour from Manitoba, and organic raspberry oil and glacial clay from British Columbia. PA is blending the wilds of Canada into nourishing and balancing skincare.

All products are free from: petroleum, parabens, synthetic fragrances and ingredients, endocrine disruptors, carcinogens, dyes, alcohol, solvents, pesticides, genetically modified organisms (GMOs), palm oil or derivatives, cosmetic grade ingredients and toxins of any kind.

Stockists: 175 Canadian +  USA retailers including CAP Beauty in both NYC and Los AngelesFollainFree PeopleWhole Foods MarketThe Detox and Credo Beauty.   All products can be ordered online both in Canada and the US - and can shipped nationally.


Visibility: Province Apothecary PA has been featured internationally in print and online by POOSH, VogueW MagazineHuffington PostWell + Good,, Coveteur, Allure, goopBrides, Byrdie, Health Magazine, Family Circle, Garance DoréWallpaperCool HuntingProteinRefinery 29, The Spa Insider, Mind Body Green, Beauty Independent, Town and Country, The Hamptons, Good Housekeeping, Essence Magazine, and Our Body Book.  In addition, a number of Canadian publications including: Canadian LivingFashion MagazineEn Route MagazineChatelaine, CBC, FlareElle Canada, re: Porter, Today’s ParentToronto LifeGlobe and Mail, The Social,The Kit, and The Toronto Star and more.  Julie has also been featured on-air on The Social, and MTV to name a few TV segments.

Facebook   Instagram   Twitter   Pinterest


About: Originally in the fields of law and hospitality, these passionate businesswomen made the switch to entrepreneurship in the fall of 2017 with the foundation of Flax Sleep. The minds behind this business are Anna Heyd, Oana Papuc and Vivian McCormick, three friends who came together to share their appreciation of beautiful things, ethical business practice and fantastic sleeps. These women saw a gap in the Canadian marketplace when it came to buying simple bedding online at accessible prices, and felt inspired to fill that void.

Their journey began with a trip to Shenzhen in search of the most affordable yet high quality linen bedding to provide for Canadian customers. After much searching and weighing of various sourcing/manufacturing options, Flax Sleep discovered a factory with over two decades of linen manufacturing experience and a beautiful partnership was born. They immediately knew that they wanted to partner with them due of the exceptionally high quality of their products. Their bedding starts with 100% French flax, which is then milled into the softest linen yarn, then woven into fabric and sewn into the most beautiful linen sheets.  Flax Sleep's products include a wide variety of bedding options that are available in sets or as separates.  Their bedding also comes formatted in baby size.  Furthermore, Flax Sleep provides linen robes (you'll feel like you never left you bed!) and home goods such as tea towels.

Flax Sleep chose to focus exclusively on French linen bedding instead of the more traditional cotton for a number of reasons. Linen sleeps cooler (but is still real cozy), uses less water in the milling process, and lasts much longer than cotton. But when it comes right down to it, Flax Sleep just loves the way linen looks and feels: rustic and lived in, but timeless and elegant at the same time – kind of like your bedroom rolled right out of an issue of Kinfolk. For more reasons why #linenisbetter, check out our why linen page.

Flax Sleep is a small, independent, female-founded Canadian team. And in addition to offering you luxurious linen bedding, they also believe in providing #ASafePlacetoSleep to women and children in need. That’s why they donate part of their proceeds (and all returned goods) to Atira Women's Resource Society to reduce waste and give back to our community.

Visibility: Flax Sleep has been featured in various North American print and online publications, such as The Globe and MailHouse and HomeElle CanadaBest HealthDaily HiveCityLineHuffington PostFlareWedding Bells and Trend Hunter. Flax Sleep has also been featured on-air on The Morning Show and more.



About: Locks & Mane is North America's first luxury extension bar offering high quality natural hair extension clip-ins and semi-permanent hair extensions. They believe in creating quality products that inspire ALL women to look and feel their best. With a stunning flagship salon in the heart of Toronto's bustling Trinity Bellwoods neighbourhood, as well a a complete online shop, Locks & Mane offers the safest, fastest and most affordable hair extension application method in North America.

L&M Founder & CEO Jennifer Parrott started the company out of frustrations with her own experiences with extensions. After spending 8 years and thousands of dollars on hair extensions that took hours to install, were expensive, and left her with than less hair than she started with, she searched for a way to make extensions fast, affordable, and non-damaging. These attributes have become L&M's pillars, and their promise to you!

Starting with local pop-ups, Jennifer set out on a mission of deliver gorgeous and affordable hair to as many women as possible. In July 2015, she opened the doors to L&M's flagship location on Queen Street West in Toronto. Since then, L&M have hosted pop-up locations all throughout North America, and partnered with Hudson's Bay, Lord & Taylor, The Shopping Channel and the Home Shopping Network. Additionally, L&M have been featured in various high profile publications such as Vogue, The Huffington Post, and Fashion Magazine. 

Jennifer truly believes in the ways in which her company is able to provide an empowering and positive experience to the everyday women who inspire the L&M values and company direction. Locks & Mane is passionate about giving back to the community and has been actively donating a portion of sales to SickKids Hospital since 2017.  They have also implemented a program that donates human hair wigs to teenage patients losing their hair during chemotherapy treatment.  They plan to expand this program throughout North America with hopes of helping not just teens but all women suffering from treatment related hair loss.

Facebook  Twitter  Instagram Pinterest


About: Lost + Found (soon to be renamed as Crying Out Loud) is a brand new retail and social hub dedicated to the pursuit of mental wellness. Recognizing the importance of acknowledging and honouring all of life’s ups and downs, Lost + Found aims to promote the natural coexistence of darkness and light as part of a healthy lifestyle. The goal isn’t to strive for perfection, but to achieve a healthy balance that allows us to survive and thrive in the face of adversity.

Lost + Found’s product selection includes books, journals, cards, essential oils, personal care items, mindfulness and meditation accessories, loungewear, home comfort essentials, and much more. The store also has an assortment of children’s books addressing difficult topics, and products to promote childhood mental health. In addition to their retail offerings, Lost + Found offers workshops and community events promoting wellness through learning and social connection. Nurturing the heart (joy, comfort), head (mental health, knowledge), and hand (community, skill building), Lost + Found is a destination where you can find real, compassionate help to navigate all of life’s messiness.

Click here for the bios on the woman behind the brand.

Visibility: Lost + Found has recently been featured in CBC, Fobes.comTrend HunterGlobal News, and Best Health Magazine



For editorial pulls, high-resolution shots, product samples, interviews, or any related media inquiries for any of our clients, please contact: Michelle Calvert, 416.640.5675, 323.348.6412 or email




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