Youth on Board: Amanda Horn Brings Ocean Conservation Into Her Beauty Business

Meet Amanda Horn from Burlington, ON. She’s a divemaster, marketer, ocean advocate, and the founder of Loless Blue Beauty, a sustainable shave and body care brand rooted in ocean literacy and water conservation. 

Inspired by the impact of the beauty industry and our personal care routines on the environment, the ocean and fresh water resources, as well as Amanda’s own body care needs when traveling, Loless is developing products using less water, less plastic, and less waste. The first one set to go to market is a no-rinse, waterless shave gel. 

“It’s hard to connect to something when you don’t see it every day and water is one of the most overused and under-appreciated resources that we often take for granted,” she said. “Our everyday actions impact the ocean from wherever in the world we are and the depth of our connection to water as humans has sparked a never-ending curiosity for me.”

The beauty industry makes 120 billion units of packaging each year, mostly made out of plastic that end up in the landfill. They end up in the ocean too, and Amanda has seen the impact in her dives. 

“There are some dives where I see more plastic than fish, and with the acidification of the ocean, biodiversity and ecosystems are declining.”

Loless also promotes ocean literacy through a podcast called Bodies of Water. It has also partnered with Veritree and OceanWise in a seaforestation campaign to plant verified kelp in Rainy Bay, B.C.

Ultimately, Amanda wants her company to be a platform that promotes collaboration for ocean conservation by bringing together diverse voices, and championing women in STEM and sustainability.

At this early stage in her business, as a founder, Amanda has to do it all – from ideation to building strategic partnerships, product development and marketing. She also works with a local lab and cosmetic formulator that specializes in water-safe skincare to create her product.

But her career path to this point has not been a linear one.

She initially studied Political Science and Public Administration at the University of Ottawa. Feeling out of place there, she transferred to McMaster University and graduated with a degree in Communications, Media and French. 

Then, she landed a marketing role as a portfolio manager for luxury wine and spirits brands, connecting her love of dance, wine and food. Now she’s using the skills she learned there, and her diving chops, towards her love for the ocean. 

“I always joke that the ocean needs a better publicist. JAWS made a lot of people afraid and so exploring ways to get people excited and engaged is our challenge,” she said. “Sustainability is a confusing and ambiguous space, so there is a lot of demystifying that needs to happen.”

Amanda will speak about that at the Ocean Research Canada Alliance (ORCA) national meeting in St. John’s, NL (June 1-2, 2023) in a session called Selling saving the ocean: Rebranding the big blue to create the next wave of eco-conscious consumers.

“I don’t come from a background in science, but I know now that I am just as valuable to help create an inspiring and engaging ocean, and change humanity’s relationship to the ocean and our world’s bodies of water,” she said. 

Amanda has created her own pathway in the Sustainable Blue Economy. She said networking with intention, mentorship, and knowing your why are key.

“Own your identity and share your passion with the world,” she said. “You won’t have it all figured out ever. Adopt a beginner’s mindset and know that you’ll always feel like you’re treading water but keep moving. All you have to do is pick a direction and start swimming.”

You can connect with Amanda here.