TOK Beauty is a Canadian-based clean beauty brand founded by Tara O’Kelly, who started as a professional makeup artist. When she was travelling around and applying makeup on various women, she noticed that they were intimidated by makeup. They wanted to switch to clean beauty products, but they didn’t know where to start. Since Tara was on her own health journey, she wanted to develop and offer products that were going to be staples in a person’s beauty routine and were also plant-based, ethically sourced, high-performing, affordable, and multi-purpose.