For sisters Neige and Pippa Blair, the inspiration behind Routine Natural Beauty wasn’t a business idea—it was a personal need. When Neige became a new mom over 15 years ago, she found she couldn’t find a natural deodorant that actually worked. What started as a kitchen experiment shared with friends and family quickly became a word-of-mouth success story—and eventually evolved into an internationally distributed brand.

Today, Routine Natural Beauty products are available in over 3,000 retailers across North America, Europe, and even the UAE. And while their product line has expanded to include shampoos, conditioners, body oils, perfumes, and more—all formulated with clean, effective ingredients—the heart of their company remains grounded in community, sustainability, and connection.

Believing in the product—and each other

“My best advice for any new business owner is to offer something that you truly believe in—something you would use yourself,” says Pippa. “It has to be a product that’s not just noise in the marketplace, but something the world actually needs.”

For Routine, that belief has always been shared between two sisters who now co-lead a growing business while raising their families.

“I’m so proud that Neige and I have done this together,” says Pippa. “Fifteen years in and we’re stronger than ever.”

A business built for the future

Routine isn’t just building for today—they’re building for tomorrow.

“We’re creating a sustainable, environmentally and human-friendly business that we can pass on as a legacy to our daughters,” says Pippa. “Neige and I both have two daughters, two of which already work at Routine, and we hope all four will continue to be leaders within the friendship club we’ve built and continue to grow Routine.”

From using refillable packaging and ethically sourced ingredients to curating a workplace culture rooted in kindness and creativity, Routine walks their talk—and makes sustainability feel aspirational, not optional.

An Alberta-born brand backed by an Alberta bank

Supporting Alberta-grown businesses is what ATB is all about, and our partnership with Routine is a shining example of how personalized, local support can power global impact.

“We took our business to several banks, but it was ATB that looked us in the eye and said, ‘Yes. We believe in you.’ That moment gave us the courage to grow,” Pippa shares.

“One time I was at the bank and they wouldn’t accept a cheque because we’d gone through a name change,” Pippa recalls. “I called [advisor Eric]—it was 5 p.m. on a Friday—and he picked up and sorted it out on the spot. That personal touch makes all the difference.”

Small business advice from both sides

Pippa’s advice for new business owners? “Whatever product or service you’re offering is something that you believe in yourself, that you need. You’re not creating noise in the marketplace. It needs to be something that’s truly needed.”

Her Business Relationship Manager, Eric’s advice? “Lean on your partners. It can be your spouse, your family, or your friends—anyone you can ask questions to.”

Looking ahead

Even in an economy where inflation and tighter margins present challenges, Pippa and Eric both see opportunities for small businesses—especially those willing to adapt, innovate, and connect across provinces and beyond.

For Routine, the future is bright, bold, and beautifully scented.