Nezza Naturals was founded in 2004 by father and daughter duo James Trueit and Sasha Prior. Throughout the past 19 years, James and Sasha have worked tirelessly to develop products using high-quality, sustainably sourced, natural ingredients, and teach others about the benefits of using them. James began by selling hand-made products at local markets on Galiano Island, and now, 19 years and 3 store-fronts later, Nezza is thriving between its two store-front locations and online shop.
As a Canadian, family-owned business, we formulate and manufacture all of our products locally, right here in Victoria. Sourcing high-quality, plant-based ingredients, encouraging our community to refill their containers through our Refill & Jar Exchange programs, and making our products in small-batches are just a few things we do to reduce our impact on the environment and maintain a sustainable business model. To celebrate 19 years of Nezza, we asked Sasha a few questions about the growth of this business and where she hopes to see it in the future. Here’s what she had to say:
What has been the most rewarding part of running Nezza throughout the last 19 years?
The most rewarding part has been seeing the impact of our products on people’s lives. Hearing from customers who have found relief from skin sensitivities, switched to natural alternatives, and embraced sustainable self-care has been incredibly fulfilling. Building a community of like-minded individuals who care about their health and the environment has also been a highlight. Additionally, the relationships we've built—both with our customers and our team—have made this journey even more meaningful.
Over the last 19 years, how has the industry changed? What changes would you like to see in the coming years?
When we started, natural skincare was still a niche market, and the awareness around ingredients and sustainability was limited. Over the years, we’ve seen an incredible shift—consumers are more educated and demand transparency, eco-friendly packaging, and ethical sourcing. The rise of refill programs, plastic-free alternatives, and a focus on truly natural formulations has been encouraging.
However, there’s still work to be done. We’d love to see even stricter regulations around greenwashing, making it easier for consumers to distinguish genuinely natural and sustainable brands from those using misleading marketing. We also hope for greater innovation in compostable and reusable packaging to further reduce waste in the industry.
What was your initial vision for Nezza Naturals, and how has that evolved?
Nezza Naturals started as a passion project—handcrafting small-batch, natural products with simple, clean ingredients. Our goal was to provide safe and effective alternatives to conventional skincare, with a strong focus on sustainability. Over time, that vision has evolved into something much larger. We've grown from a home-based operation into a recognized brand with retail locations, refill bars, and a thriving online presence.
The core mission remains the same—offering high-quality, natural products—but our approach has expanded. We now focus more on education, advocating for low-waste solutions, and helping customers transition to a more sustainable lifestyle.
Tell us a bit about Nezza's role in the local community. Why is it important to support businesses like Nezza?
Nezza Naturals is deeply rooted in the local community. We provide a space for people to shop consciously, knowing they are supporting a local, family-owned business that prioritizes clean ingredients and sustainability. We’ve also worked to create refill options, reducing packaging waste in our community.
Beyond products, we aim to educate and inspire and collaborate with other businesses that share our values. Supporting businesses like Nezza means investing in a healthier planet, a stronger local economy, and a more sustainable future.
What do you think are the biggest barriers to reducing waste in the industry, and what are some small changes you think we could all make to overcome them?
One of the biggest barriers is the convenience-driven nature of the beauty and skincare industry. Single-use plastic is still the norm, and large-scale brands often prioritize cost over sustainability. Another challenge is the lack of accessible infrastructure for refilling, composting, and recycling certain packaging materials.
However, small changes can make a big difference. Choosing refillable or bulk options, supporting brands committed to sustainable packaging, and reusing containers instead of discarding them are all impactful steps. As businesses, we need to push for better solutions—whether that’s through product innovation, customer education, or partnerships with sustainability-focused organizations.
At Nezza Naturals, we’ve taken steps through our refill program and packaging initiatives, but real change requires industry-wide efforts and consumer participation. Every small step—whether it’s using a refill station, choosing glass over plastic, or being aware of clean ingredients versus ones to avoid — adds up to a significant impact over time.
Small changes that can make a big difference include:
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Choosing refillable or compostable packaging whenever possible.
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Supporting brands that prioritize sustainability and waste reduction.
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Bringing back containers for refills or participating in take-back programs like our jar exchange program.
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Being mindful of what we truly need—buying fewer, high-quality products rather than overconsuming.
The entire Nezza Naturals team deeply appreciates our community and the support we have received throughout the last 19 years. We are excited and inspired for what lies ahead for us as a business, as well as the health and wellness industry as a whole. We hope that we can continue to inspire change and environmental consciousness within our community, and our little corner of the industry.
For more information on our Refill & Jar Exchange programs, our ingredients, and why we do what we do, check out our other blog posts and follow us on Facebook & Instagram!
