The Cure Apothecary's mission is to bring healthier and eco-friendly all-natural cosmetic products to the Queen West and greater Toronto community. Nitasha launched her business in 2015 when she noticed a desperate need for "green beauty." The Cure Apothecary is a platform that sources the best and most unique products in the skin, hair and body care industry. With an emphasis on supporting small-scale businesses, The Cure Apothecary boasts mainly Canadian artisanal goods, with a selection of all-natural cosmetics from the United States, New Zealand and Sweden.
The platform is essentially "a perfectly curated source for natural beauty needs for both men and women," as well as a strong example of how there is an ever-growing demand for organic and eco-friendly products.