Our Story
Inner Beauty Shop was born in January 2021 during a time of global uncertainty. After moving to Toronto just before the pandemic lockdown, our founder, Alexandra Fox, found herself navigating a year of uncertainty, unemployment, and isolation—an experience shared by many Canadians.
As an esthetician, Alexandra always had a passion for self-care, but this challenging period deepened her understanding of its importance. Searching for ways to nurture herself at home, she discovered the rich traditions of Traditional Chinese Medicine (TCM) and became captivated by Gua Sha—a centuries-old practice. Fascinated by its transformative benefits, she embraced its modern adaptation—facial Gua Sha—a gentler version of the technique, and found it not only improved her skin but also supported her overall well-being.
Motivated by a desire to make self-care accessible and educational, Alexandra began sharing her knowledge through TikTok tutorials, sparking interest from friends, family, and followers alike. Encouraged by their response, she launched Inner Beauty Shop on Etsy, offering thoughtfully crafted Gua Sha tools and oil blends made right at her kitchen table. Her mission was clear: to make self-care simple, approachable, and an intuitive part of daily life. What began as a small passion project has since grown into a thriving beauty and wellness hub.
Who We Are Today
Today, Inner Beauty Shop is a trusted beauty and wellness destination. As a proud Canadian, women-owned business, we carry a curated selection of clean products, with 75% of our offerings from Canadian-owned brands.
Our Inner Beauty skincare line is still crafted in small batches, prioritizing simplicity, quality, and sustainability. At Inner Beauty Shop, our passion for education drives everything we do. We blend ancient practices with modern research to create a holistic approach to self-care. By sharing knowledge and curating products that harmonize habits and rituals, we empower you to live a balanced, fulfilling life.
Alexandra Fox honors the legacy of women passing down beauty and wellness practices through generations, teaching others how self-care can transform their lives—and inspiring them to pass that knowledge on to their loved ones.
Our Promise
Learn More About Self-Care
The Best In Wellness & Beauty
Our Achievement
Say hi to our team
Introduce your lovely team to customer with short description here. Tell them how did you guys meet, what bring these peoples together and what the vision of the team entrust to your products
Seth Carson
Developer
Thomas Son
Developer
LyLy
Marketer
Linda
Designer
LanLan
Marketer
Selena
CEO
