While nearly every skincare product promotes how natural it is, some contain as little as 5% natural ingredients. All skin care products at Consonant’s flagship store in Uptown Yonge are 100% natural and body care is 99.4% natural – no parabens, no phthalates, no sulphates, or any of the 7 other ingredients on their self-titled Hot List.
The store’s design is the first indication of Consonant’s pared-back, clean directive: pristine white walls fastidiously ornamented with Consonant’s cheeky mantras, bottles neatly arranged with labels facing out, and product info displayed like art gallery title cards. Yet the space feel very zen, and customers are gently drawn in further to explore the full Consonant product line. Any product can be tested at the spa-white sink, and there’s plenty of opportunity to learn about Consonant’s choice of ingredients from the wall of take-home information cards (the aforementioned Hot List is a must read).
Staff welcome first-timers into the Consonant family and preach what loyal followers already know: Ultra Moisturizing Organic Face Cream is lightweight, non- greasy, and provides all-day hydration; Organic Body Wash provides a rich lather without synthetic foaming agents; HydrExtreme is youth in a bottle, with a proprietary blend of exotic Cassia Angustifolia Seed Extract and Glycerine. Free bi-monthly seminars connect customers with health and beauty experts, and a few shelves of hand-picked books delve into general well-being.
Consonant claims to have solved the enigma of skincare: products are as luxurious as fashion label brands, as effective as cosmeceutical brands, and as healthy as natural brands. No where else can that claim be tested as well as Consonant’s brilliant space in Uptown Yonge.