The Toronto Sun reports that the Shoppers Beauty+Event, which gathered more than 100 companies at the Toronto Conference Centre ahead of the holiday party season, put a spotlight on Canadian beauty brands such as Jouviance, Annabelle, Quo Beauty, Nudestix, Marcelle/Lise Watier, Vasanti and Madeup Beauty.

Shoppers Beauty pro Calen Whitehead told the outlet that Canada even has its own 'look' coming out this winter: 'the cold girl with brushes of fresh colour around the apples of the cheeks as well as the bridge of the nose.'

He added that Canadians are 'fearless when it comes to how they want to look.'

According to the Toronto Sun's coverage of the event, skin care stole the spotlight from cosmetics this season, with buzzwords including ectoin — described as a natural protective molecule — and PDRN, a regenerative compound made from purified DNA fragments found in salmon or trout sperm, with a vegan version available.

Korean beauty products reportedly rocked the show, and new fragrances were spritzed everywhere. The outlet also lists must-have products including Clinique Smart Clinical Repair PDRN + Collagen Cream and Medicube PDRN Pink Peptide Serum.

Styling-wise, everything is said to be softer and more feminine: blurred lips, soft matte finishes and delicate, feathery brows replacing heavy eyes.

A separate Personal Care Insights piece by Sabine Waldeck, drawing on interviews with the team at Bulgarian private-label manufacturer Tsilkov Cosmetics, argues that trend-driven products need a lasting customer benefit to earn repeat purchases.

Co-owner Kiril Tsilkov asks brands what a product should do for the buyer, while general manager Magdalena Tsilkova asks: 'If people stopped talking about this trend tomorrow, would your customer still have a reason to buy the product?'

The company says hydration, skin barrier support and easy routines are the trends most likely to last, and that early agreement on claims, packaging and the brief keeps launches on schedule.

Taken together, the two outlets sketch a season in which a distinctly Canadian aesthetic meets a more ingredient-literate consumer.

The Toronto Sun frames the 'cold girl' look as part of a national identity — 'a look to call their own,' in Whitehead's words — while Personal Care Insights suggests only trends with everyday utility will survive past the hype cycle.

For shoppers, that means frosty blush placement alongside actives like PDRN and ectoin; for brands, the pressure is to build routines people keep after the buzz fades. Expect the look to dominate holiday party makeup as retailers push the season's must-have lists.