About the brand – Sappho New Paradigm

About the brand

SAPPHO New Paradigm is a womxn-led luxury, vegan and organic Canadian colour cosmetic line, free of known carcinogens and endocrine disruptors. Our products are formulated for performance by experts and designed by an Emmy-nominated makeup artist. We  offer products which blend impeccably with all skin types. Created with the finest certified organic ingredients, infused with phytonutrients and tested by professional makeup artists, the performance of this line proves that using organic makeup products is truly an upgrade.

We are Clean. Conscious. Vegan.

  • No known harmful or hormone disruptive ingredients
  • Vegan & Cruelty Free certified by PETA
  • Made with low heavy metal ECOCERT® minerals
  • Mica suppliers are members of the Responsible Mica Initiative
  • All ingredients surpass safe score at 2 and under on the EWG SkinDeep database
  • Produced and formulated in Canada, in a zero carbon footprint facility
  • Loaded with phytonutrients and antioxidants
  • Offer a diverse, global shade range

Our promise is to get greener as we grow. We are developing revolutionary, sustainable cosmetic packaging using lightweight metal, biodegradable plastic and truly recyclable glass, with product life cycle in mind.

Fiercely independent, Sappho New Paradigm values ethical business, feminism, transparency of ingredients, diversity, honesty and authenticity. 

We love and support all things creative. We stand for the ethical treatment of humans, our planet and all sentient beings and we promise to become even more sustainable over time.

Sappho New Paradigm has expanded globally in just over 2 years, now available in 55+ retailers in Canada, USA, Europe, Australia and Asia.



Founded by veteran film and television makeup up artist JoAnn Fowler and developed with experts in the field of green formulation, Sappho New Paradigm was first released as Sappho Cosmetics in 2008. With 20+ years of experience, an Emmy nomination and a Leo Award win under her belt, JoAnn was at the height of her career when some of the talent she worked with on set began requesting products that were paraben-free. As she researched ingredients and unravelled the risks associated with carcinogens and endocrine disruptors, her personal and professional conscience drew her to having a natural alternative in her kit. 

At the time, as Head of the Makeup Department on Showtime's The L Word series, JoAnn had access to all the natural makeup available on the market then, but none of it worked well enough on camera.  It was with the encouragement of the actors on the show that she began formulating her own products and introduced her trailblazing makeup line, Sappho. In fact, most of the first few shades of our bestselling Essential Foundation were named and matched for them. It didn't take long after launching Sappho and seeing it used on production sets that stores started calling, wanting to carry her high performance natural makeup. Eventually, her line took on a life of its own and with a healthy wholesale business and growing web sales, JoAnn quit working in film to dedicate herself to growing her company. With a personal history of cancer among close loved ones, integrity and transparency of ingredients were always important to JoAnn and remain at the core of our brand's ethos to this day.

Fast forward to 2016, when Fowler relaunched her line as Sappho New Paradigm, a new name for a new era: redefined original formulas and a fresh approach to business, embracing womxn-led standards in business practices. Now totally vegan, with more organic content and the addition of phytonutrients and low heavy metal minerals, a number of new products joined the beloved line-up, all beautifully packaged with a luxurious appeal using sustainable materials.

We are currently working on the next elevation of our brand and packaging, plus a few new products and shades - we can't wait to share it all with you soon.

 JoAnn Fowler founder of Sappho New Paradigm Cosmetics applying makeup




"What is beautiful is good, who is good will soon be beautiful."

- Sappho, poet

Sappho was a Greek lyrical poet circa 630 BC, a woman, the first to write in first person. Plato called her the most important artist of his time, the 'Tenth Muse'. Sexually fluid, Sappho wrote about love, personal stories not tales of adventures and war as the poets before her did. The Sapphic meter is named for her and she is the only female poet in the US Library of Congress. She has been around for 2000 years, our ultimate muse, and represents our company's strong feminine roots.


A paradigm is a set of rules, concepts or memes which are often the standard for what constitutes “legitimate contributions to a field“ – in this case the field of business. Sappho New Paradigm challenges at least one of these memes and that is the patriarchal meme of “it's just business.” We at Sappho believe who we are in business is who we are as people, that energy does not know what room we are standing in and so we strive to do and be our best. When we fall down, we apologize, seek solutions and grow.

We are seeing women open businesses in unprecedented numbers and so we find ourselves at the cusp of a shift: a new paradigm where we no longer need to follow usual and accepted ways of doing business because as womxn, we had little part in designing these “ways”. In these times, womxn-led businesses are at the forefront of political and social change. How we conduct our businesses as well as make purchases as individuals influences the world. Sappho’s intention is to nurture a paradigm of business that embraces both compassion and intellect – an organic vision.