founder, phil lebeau
I fell in love with natural products in the early days of my career. That first business was passionate work, filled with amazing individuals. But we eventually sold the company, and that left me with a decision to make: I could run back to corporate life, or I could try my hand at something that had more meaning to me, that could impact others.
In the first phase of my career, the one thing that influenced me immensely, that helped to shape my core, was the amazing, powerful and supportive women I worked with. I was a man literally working in a woman’s world, trying to elevate myself to their level on a daily basis. It was inspiring.
Then, in 2014, I had a little girl. I quickly realized how important it was to not only be a good role model, but also to encourage her to follow in the footsteps of all the strong women I’ve met. If she could grow up to be as fierce as these women, I would be a proud father. And I knew, especially in those first moments of her life, that the world would always need confident, self-assured women. Women who love who they are, and lift each other up. It also needs strong, confident men who don’t see these women as a threat but as partners in breaking down barriers.
I vowed to do everything I can to help create an environment that views everyone as an equal. Free of judgment and limits. Free to be the person they are, regardless of sex or gender, sexual orientation, race or ability. I view everyone as an individual and accept them for who they are.
I grew up with an immigrant mother and a gay father. Life presented its share of learning opportunities for me. I am a proud first-generation Canadian, and I’m proud of my trail-blazing dad.
Because when you get below the skin, we are all the same.
Together with my partner Ashley, we are working hard to bring you the basd brand, to represent you in a way you can be proud of. To help you achieve your goals, to empower you to reach your fullest potential.
We’re a brand you can be proud of, with products you love.
Inspired by strong women everywhere.
Because it’s good to be nakd.
founder, ashley meston
I met Phil when we were both working at Vega, which impacted me two-fold: The company encouraged and supported strong, confident women, and I saw first-hand the difference we could make when we were each other's champions, rather than adversaries; and it instilled in me the idea of building a great, better-for-you business with unforgettable products and a badass message.
But if I really think about it, the groundwork for me and basd was laid long before I even knew what a brand was.
I grew up in Vancouver, British Columbia. I love everything about BC, from the view of the North Shore mountains to the smell of the ocean air punctuating my every day. The water is my happy place, and I find such a sense of security and comfort in the atmosphere. We aim to capture just a little bit of that magic with the basd lineup.
With my deep and abiding affection for British Columbia, I didn't expect to move east at this point in my life. But when you believe in something, distance doesn’t matter. I left my beloved province and my biggest cheerleaders—my parents, who have always been my inspiration and my best examples of strength and resilience; my beautiful, creative sister; and a host of other important, heartfelt relationships—to move to Ontario, and to put everything I have into basd and what it stands for. (I suppose I shouldn’t be surprised about my ability to really take a big, scary leap—my mom quit her job at age 50 to follow a long-held dream of going back to school. If that doesn’t take guts, I don’t know what does.) I’ve always been taught to believe that nothing is out of my grasp, and that I have to do what I can to put positive messages into the world. basd is all about encouragement for every woman (and man!) regardless of shape, size, beliefs, abilities and orientation. That, to me, is worth moving across the country for.
Doing something scary to achieve a goal is the only path there is. You have to believe, you have to risk in order to create. I am grateful to my family for their belief and support, as nothing is more rewarding than doing what you love. Having an opportunity to create something meaningful, something that is truly better for you, and something that everyone should be proud to be part of, is something I take seriously. I hope you love it as much as I do.