A “Biotifull” startup revolutionizing Quebec organic cosmetics

Launching a startup can be a project undertaken at any time of your life: a mother of two teenagers, Isabelle decided to leave her comfortable job at Universite de Montreal to launch an innovative and social business called BiotiFULL.

ingredients biotifull

How can teenagers get interested in organic products?

The market for local organic beauty products in Quebec is already established (cf. Emporium “made in Quebec” products) but the design and marketing are not made to appeal to teenagers. What BiotiFULL is offering is a HEALTHY, YOUNG and ENVIRONMENTALLY COMMITTED product.


Isabelle Audet has a background in mathematics and project management. Nothing predestined her for entrepreneurship. However, as her two daughters started growing and developing allergies to most of the products sold in general stores, she started investigating cosmetics ingredients.

I discovered that 4 out of 5 beauty products used by young people include at least one ingredient suspected of inducing environmental or health issues.

Generation Z is more aware of the social impact of their consumption but they remain teenagers and they expect a “cool” packaging and fruity fragrances.

With these thoughts in mind, Isabelle decided to pitch her ideas directly to the Montreal community of entrepreneurs and investors to find out if it was relevant. She registered for Les Affaires Défi Startup in February 2017 and pitched BiotiFULL to a jury that included Julien Brault (check our article on Hardbacon), Sylvain Carle (Mr. FounderFuel), Sophie Boulanger (Bonlook) and many other innovators.

Isabelle was awarded the “coup de Coeur” from the jury and she was more than ever convinced of the viability and need for innovating youth cosmetics.

How can an innovative startup make a social impact?

biotifull teenagersIsabelle did not only want to create a new product and make a lot of money. She wanted her venture to make an impact and to help teenagers in their projects. She knows that a lot of them involved in sports club or school clubs usually launch fundraising campaigns and sell chocolate or cakes.

Instead of industrial chocolates, why wouldn’t they sell organic shower gels and shampoos? Why wouldn’t they sell products that teenagers would actually like? She decided to launch a crowdfunding tool dedicated to these projects where BiotiFULL products would be sold.

Advertising local products, made in Quebec, that are attractive to teenagers is a way to trigger their social conscious and make them sensitive to cosmetics’ ingredients

BiotiFULL offers the logistic and marketing support of the fundraising campaign to school associations and 40% of the revenues are diverted to them. So far, $10,000 have been collected by school associations.

Products made for teenagers, with teenagers

products biotifullTeenagers are at the center of every consideration for Isabelle. Products are created in collaboration with teenagers: a panel of testers is giving personal opinion on the fragrances, the design, the name of the products so that they get exactly what they need. This is also a way for BiotiFULL to heighten awareness of teenagers on cosmetic ingredients.

For now, Isabelle is working with a chemist to make products that have a SHORT and EASILY understandable list of ingredients but she would love to have her own lab one day, to create her products

Next moves…

BiotiFULL is selected for the final round of LADN Montérégie that celebrates Leadership, Audacity, Determination, Innovative spirit of entrepreneurs. The final will be held on March 21, until then you can vote for BiotiFULL !

Turning bikes into smart objects: meet SmartHalo

Did you know that a start-up project could actually collect $539.000 on Kickstarter? Discover the key to success and the exciting journey of Maxime, Xavier, Gabriel and Olivier, four high school buddies from Montreal who decided to make their way into the very innovative market of “the Internet of things”, and created Smarthalo, a local smart product made on the South Shore of Montreal, one of the most biking-friendly cities in North America with more than 350 km of bike paths.image

Innovating the cycling experience with simplicity

It all started during a road trip in Philadelphia: being avid cyclists and particularly obsessed with technology and innovation, the four buddies pointed out many shortcomings in the cyclist experience, especially in a city where you need to navigate on a GPS while watching out for cars. The four boys wanted to offer a project using the technology that people already mastered (a smartphone) and bring this experience a step further, without affecting the simplicity and purity of pedaling.

And this is how they took the leap of becoming entrepreneurs and developed the concept of SmartHalo: a device that is simple yet smart, and permanently fixed on the handlebars of the bike, connected by Bluetooth to the user’s mobile. You can watch this video to fully understand this great concept.

“The concept had to be simple: a circle with green and red LED to indicate the right and left”.

smarthalo2 (1)

A well-thought and well prepared crowdfunding campaign

What makes SmartHalo different than other entrepreneurial projects is the way it raised the awareness of urban population. The four friends spent a whole year preparing the crowdfunding campaign: “we spent our days talked about our projects, always asking questions and selling the concept to pretty much everyone in our immediate circle”, explains Xavier. They also applied for several funding programs (Montréal Inc, Concours Québécois entrepreneurial, HEC).


An expanding market with an international public

The crowdfunding campaign was successful in many ways: obviously, it brought eight times more than the sum expected (67.000 CAN) but also it showed that a real community of urban cyclists existed and that it was fully implicated in terms of digital awareness and smart products.

Competition is high in this area – global companies are already developing GPS devices for bikes (like TomTom) and other similar startups create smart objects – but Xavier finds it stimulating as it shows that the market is strong and growing. Indeed, smart objects are trending nowadays: “the Internet of Things” is progressively making its way into our daily lives and the Kickstarter campaign’s success is a proof that demand is thriving and it’s only the beginning.

Pre-orders (the product will be available for delivery in May 2016) come from all around the world, especially from the United States, Germany, United Kingdom. Demand comes from countries where urban cycling is already well developed and where people use their bikes to commute to and from work.

“Only 15% of orders are placed in Canada. Kickstarter really helped to make our consumer base more international”

Next steps: launch and update!

Cycle Labs has already received 5000 pre-order requests. They intend to resume promotion but also update the options of the SmartHalo application to create a real community of users that will be able to connect to other “SmartHalo-ers”, perhaps create friendly competitions, games and many other interactional and innovative options.

You can pre-order SmartHalo for a discount price of $139. If you wait until May 2016, it will be $159