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If you believe that the terms sustainability and beauty can coexist harmoniously, Jennilee Cardinal-Schultz will enthusiastically share her insights on how they indeed do. A resident of Saskatoon, she is not only a talented makeup artist but also the visionary owner of Green Tree Beauty, a unique cosmetics, skin care, and lifestyle store that emphasizes sustainable products and practices. Cardinal-Schultz emphasizes that regardless of your individual beauty routine, the choices we make in cosmetics and skin care significantly impact the environment, highlighting the need for conscious consumerism in the beauty industry.

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“The beauty industry is immense; whether you’re a fan of just a few essentials like shampoo and soap or you indulge in a full regimen of beauty products, the reality is that we consume these items daily,” Cardinal-Schultz stated. “This is a crucial area where we can initiate meaningful change — and we absolutely can.”

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Cardinal-Schultz established Green Tree Beauty in 2016, but her journey in Saskatoon’s beauty community began long before that. During her teenage years, she gained valuable experience working as a model locally, which ignited her passion for the fashion industry. After completing her education at the now-defunct Mastermind Makeup Artistry Academy in Saskatoon, she devoted several years to makeup artistry for weddings, fashion events, photoshoots, and other occasions.

However, it was her personal experience with conventional cosmetic products that motivated her to seek a more sustainable alternative.

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“I had sensitive skin and started experiencing reactions to standard cosmetics, prompting me to research why I could no longer use my favorite mascara. I discovered that harmful chemicals were the culprits,” she explained. “I also felt increasingly uneasy applying products on my clients that I wouldn’t use myself, which compelled me to transition to a natural makeup kit.”

At that time, Cardinal-Schultz was employed as a makeup artist at the now-defunct Alchemy Collective, an initiative by Saskatoon fashion designer Melissa Squire aimed at uniting eco-friendly fashion and beauty artists under one roof. Cardinal-Schultz credits her experience at Alchemy with sparking her deep interest in sustainability.

“During my time at Alchemy, I was immersed in a learning environment about sustainable fashion led by Melissa. As I expanded my knowledge, I became acutely aware of the numerous sustainability challenges facing the beauty industry,” Cardinal-Schultz shared.

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From these experiences, Green Tree Beauty emerged as a concept. Cardinal-Schultz began with a small, dedicated section within Alchemy, which she considered the ideal environment for launching her sustainable beauty initiative, especially since she was surrounded by like-minded designers and artists who were equally conscious of their environmental impact.

Although Cardinal-Schultz wished to remain at Alchemy for as long as possible, the COVID-19 pandemic forced the collective to close. This closure prompted her to establish her own storefront for Green Tree Beauty in Saskatoon, and in 2022, her business celebrated two years in its new location.

Despite the growth and expansion of Green Tree Beauty over the past six years, Cardinal-Schultz emphasizes that her commitment to sustainability remains steadfast.