en
Canada
In the uncertainty of the COVID-19 pandemic, Lubna Zaidi found herself returning to a familiar source of comfort, natural wellness rituals inspired by her upbringing in Dubai. What began as a handcrafted eye pillow to ease anxiety became the spark for something bigger. With just $1,500, Lubna launched Liv Metta, a Toronto-based brand dedicated to clean, vegan, and halal-certified skincare.
Today, Liv Metta offers a full line of small-batch, plant-based products for the face, body, and home, all handcrafted in Toronto using botanicals, essential oils, and sea salts. But the impact goes beyond skincare. As a social enterprise, the company also creates meaningful job opportunities for refugee and newcomer women, helping them build confidence and financial independence through dignified work.
More Than Skincare
Liv Metta is built around a clear mission: to offer ethical, inclusive, and effective self-care products in an industry that often overlooks those values.
“Customers deserve better,” Lubna says. “Every Liv Metta product is made with full transparency and purpose. We eliminate unnecessary toxins, respect cultural and ethical values, and prioritize sustainability.”
The company is also committed to environmental responsibility through its partnership with One Tree Planted and to social impact by employing women from newcomer and refugee communities.
Certification as a Catalyst
Becoming a WEConnect International-Certified Women-Owned Business marked a turning point for Liv Metta. It offered more than recognition; it provided access.
“Becoming certified reinforced that commitment and gave us the credibility to show up with confidence in a competitive market,” she says.
That sense of community is especially meaningful for a solo founder navigating the complexities of growing an ethical brand in a competitive industry. “The WEConnect Effect means being seen, supported, and surrounded by women who are building with purpose,” she adds.
Lessons in Resilience
Starting with no experience in the beauty industry and limited capital, Lubna had to learn everything from scratch.
“Without formal experience in the beauty industry, I had to learn everything from formulation and packaging to marketing and compliance,” she says.
Balancing affordability, sustainability, and premium ingredients was a constant challenge. But every barrier became a building block.
“Every obstacle has been a lesson in resilience, and each one continues to shape Liv Metta into a brand built on care, community, and conscious living.”
Advice from the Founder
Lubna’s message to other women founders is simple and powerful:
“Be authentic. Be real. You don’t have to have all the answers. What matters is your willingness to learn and grow. If you don’t know something, don’t be afraid to research or seek help.”
Learn more about Liv Metta at www.livmetta.com