Paba Cosmetics is a cosmetics line created for women of colour by women of colour. Paba provides a wide range of vegan & cruelty, paraben & sulfate free products including foundations formulated to match the undertones and various skin types (including hyperpigmentation, eczema, oily, dehydrated, etc.) of women of colour; creating a flawless appearance like a second layer of skin.
Created in 2001 by CEO Felicia Sarpong, after she decided to create a solution to her problem of not being able to find the perfect foundation match for her skin. Originally, wholesaling the products to beauty supply stores across the GTA, Ottawa and Montreal, it was in 2010 when Paba opened its first location in Accra, Ghana. Since then three locations have been opened including its first Canadian location in Etobicoke, ON.
Paba takes pride in their customer service where they try to make sure every single Paba lady leaves their stores and website feeling confident and comfortable in the products they have purchased. Truly believing in their slogan, “For all the beautiful shades of you,” Paba’s mission is to help women enhance their natural beauty but as well educate and empower them to understand their skin, features and how to use makeup to flatter them.