From a mother's desire to protect her family grew a skincare brand built on trust, compassion, and thoughtful formulation.
Long before "clean beauty" became an industry buzzword, Debbie Schinzel was simply searching for safer skincare for her daughters. What began as a personal journey through health challenges, botanical ingredients, and countless hours of learning has evolved into Pure Heart Essentials, a Canadian skincare brand known for creating gentle, effective products for sensitive skin without compromising on quality or integrity.
In this exclusive conversation with IKONIK Magazine, Debbie reflects on the experiences that shaped her philosophy, the story behind the brand's beloved Rescue Balm, and why listening to both people and the skin has remained at the heart of everything she creates.
Take us back to the beginning. What was happening in your life when you first began creating skincare, and what problem or need ultimately inspired you to build Pure Heart Essentials?
As a single mother of two girls, while working in health clinics, I became increasingly aware of how the products we use on our skin can become part of our everyday exposure. I wanted to be more conscious about what I was using on my daughters and our family.
At the time, my oldest daughter had been dealing with health challenges since she was three, and I became much more interested in learning about health, ingredients, and what we were putting in and on our bodies. Thirteen years ago, in 2013, there simply weren’t as many natural skincare options available as there are today.
I started learning how to make my own skincare as a DIY project because I wanted to create simple products using ingredients I felt comfortable with and could trust. As my passion grew, so
did my desire to understand the science and art behind what I was creating. I began educating myself in botanical skincare formulation and learning more about plant-based ingredients, their properties, and how to formulate them thoughtfully for the skin.
What started as a mother wanting to make better choices for her family eventually grew into Pure Heart Essentials. I never set out thinking I was going to build a skincare company—I was simply trying to find better options for my daughters. That personal beginning continues to shape who we are today and why I remain so passionate about creating skincare with care, purpose, and integrity.
Before becoming a skincare formulator, you worked as a Shiatsu practitioner. How has that background shaped the way you think about skin, the body, wellness and the products you create?
Working in health clinics as a Shiatsu practitioner really opened my eyes to the connection between the products we use on our bodies and our overall wellness. I had the opportunity to work alongside other natural health professionals, and those conversations deepened my understanding of ingredients and the importance of being mindful about what we put on our skin.
My experience with Tao Shiatsu also taught me something that has stayed with me throughout my journey: the importance of compassion, listening, and understanding that everyone’s needs are different. When you are working with people, you learn to really listen to what they are telling you rather than assuming you know what they need.
That philosophy has carried directly into Pure Heart Essentials. I listen to our customers, their concerns, and what they are looking for in their skincare. It has influenced the way I formulate and has reinforced my belief that skincare should be thoughtfully created, gentle, and made with ingredients that I feel good about using myself.
For me, Pure Heart Essentials is an extension of what I learned through Shiatsu—caring for people, listening to their needs, and taking a more mindful approach to wellness.
After more than a decade of formulating and listening to customers, what have you learned about caring for dry, sensitive or easily irritated skin that you wish more people understood?
After more than a decade of formulating skincare and listening to our customers, one of the biggest things I’ve learned is that dry, sensitive, or easily irritated skin can be a sign that
something isn’t working well for your skin. Sometimes understanding the root cause can be a journey, and there isn’t always a simple answer.
I believe in looking at health more holistically and paying attention to what our bodies are telling us. While someone is trying to understand what may be contributing to their skin concerns, the right skincare can provide gentle, comforting support for the outside of the skin.
I’ve also learned that ingredients and formulation really matter. Not all ingredients are created equal, and even ingredients that are considered natural can be irritating depending on how they are used and formulated. Having a strong understanding of formulation is essential when creating products for dry, sensitive, or easily irritated skin.
For me, it comes down to being thoughtful about every ingredient, how it is combined, and how the finished product feels on the skin. I want to provide gentle, carefully formulated options that people can feel confident using as part of their everyday skincare routine.
When someone tells you, “My skin is dry and sensitive, and I don’t know what to use anymore,” what do you believe they should understand before reaching for another product?
I think people should understand is that not all skincare companies are the same, and not everything labelled “clean,” “natural,” or “gentle” means the same thing.
I encourage people to do their research and look for companies that genuinely stand behind strong values, use thoughtfully chosen ingredients, and formulate their products with care and purpose. For someone with dry or sensitive skin, I believe it’s especially important to understand what you are putting on your skin rather than simply choosing a product because of what it says on the front of the label.
At Pure Heart Essentials, we want our customers to feel supported, not overwhelmed. I’m always happy to have a conversation, answer questions, and explain why we choose the ingredients and formulations we do. Building that relationship and trust with our customers is very important to me. I want people to feel confident that we genuinely care about their individual needs and that there is a real person behind the brand who is here to help.
Rescue Balm has become one of the products most closely associated with Pure Heart Essentials. Can you take us back to why you originally created it, who you created it for, and what you wanted the formula to accomplish?
When I first started making skincare 13 years ago, my sister Cindy came to me with a very personal request. She struggled with rosacea and had tried so many products that irritated her skin rather than helping it. She asked if I could create something gentle that would help soothe and calm her skin.
I began researching rosacea and educating myself about the skin, redness, irritation, and how different ingredients could help support and comfort sensitive skin. I wanted to create something simple, gentle, and made with ingredients I felt good about putting on her skin.
What happened next was something I’ll never forget. I truly felt that God guided me while I was creating the formula. I only made one recipe, and amazingly, it worked beautifully for Cindy’s skin.
That one formula became the beginning of Rescue Balm. What started as something I created out of love for my sister has grown into one of Pure Heart Essentials’ most loved products. Knowing that something I created for someone I love has gone on to mean so much to so many other people is incredibly humbling and special to me.
When did you realize Rescue Balm had become more than another product in your collection? Is there a particular customer story, piece of feedback or moment that made you realize how meaningful the product had become to people?
Rescue Balm really became more than just another product in our collection organically. It was originally created for a specific purpose, but over the years, customers began sharing all the different ways they were using it. Their feedback helped us realize that it had become a truly multifunctional balm.
One experience that really stands out for me happened when I cut my hand quite badly with a food processor blade. The cut was deep, and once it had closed, I started applying Rescue Balm. Today, I can hardly see a scar, which was amazing to me.
But what has meant the most is hearing from our customers about how Rescue Balm has become part of their everyday lives and the many ways they have found to use it. I’m always incredibly grateful for that feedback because, in many ways, our customers helped shape Rescue Balm into what it is today. It’s very special to see a product that was created with love continue to evolve through the experiences and stories people share with us.
There are now countless brands describing themselves as natural, clean or gentle. Beyond those labels, what do you believe truly distinguishes Pure Heart Essentials, and your own approach to formulation?
Unfortunately, the words “natural,” “clean,” and “gentle” have become very common in the industry, and I think customers are becoming much more educated and doing their own research to understand what those claims really mean. For me, it’s important that Pure Heart Essentials doesn’t simply use those words as marketing terms—we truly try to live by them in the way we formulate, package, and operate our business.
One of the things I love most is being at our markets or in our store and having conversations with customers about their skin, their health, and what they are looking for. I enjoy educating and sharing what I have learned, but also listening to our customers and learning from them.
We also make conscious choices about our packaging. Whenever possible, our products are packaged in glass to reduce our reliance on plastic and minimize the amount of plastic we contribute to the environment.
My passion for health goes beyond skincare. Through my daughter’s health journey, I became much more educated about health, nutrition, supplements, lifestyle, and the ingredients we put into and onto our bodies. That experience has had a profound influence on how I approach Pure Heart Essentials. I naturally bring that same passion and awareness into our business.
I think what truly distinguishes Pure Heart Essentials is that this isn’t just a business built around a trend. It is something I genuinely believe in and care deeply about. I want our customers to see that passion, get to know the person behind the brand, and feel that they can trust us to make thoughtful choices when it comes to the products they use.
Pure Heart Essentials has grown from its beginnings into an established Canadian brand with years of customer history, certifications, awards and retail presence. Looking back, which accomplishments or milestones make you most proud, and why?
I feel incredibly honoured and humbled when I look back at how Pure Heart Essentials has grown over the years. There have been many accomplishments along the way, but what makes me most proud is that we have stayed true to who we are and what we believe in without compromising.
Being CertClean and Cruelty Free Certified is especially important to me because it reflects the standards and values behind our brand. I’m proud that we have been able to grow into an established Canadian brand while remaining committed to clean, thoughtfully chosen ingredients and products that our customers can trust.
Knowing that customers have supported us and trusted our products over the years is one of the greatest accomplishments of all. To me, that trust is what makes the journey so meaningful.
As Pure Heart Essentials enters its next chapter, what do you want the brand to become known for? Who do you most want to serve, and what do you want people to immediately understand or feel when they discover Pure Heart Essentials?
I would like Pure Heart Essentials to become known as a brand people can truly trust—a brand that consistently delivers effective products without compromising on clean, thoughtfully chosen ingredients. I want our customers to feel confident knowing that what they are putting on their skin is made with care, purpose, and integrity.
I especially want to serve people who are looking for clean, effective skincare that is gentle enough for sensitive and changing skin, but still delivers results. When people discover Pure Heart Essentials, I want them to immediately feel a sense of trust and know that we genuinely care about the quality of our ingredients, our products, and the people who use them.
Five years from now, if someone hears the names Pure Heart Essentials and Debbie Schinzel, what do you hope they immediately associate with the brand, your work and the impact you’ve created?
Five years from now, I hope Pure Heart Essentials is recognized as a trusted Canadian skincare and wellness brand known for creating effective, high-quality products that truly make a difference, especially for people with sensitive and reactive skin.
I would like people to associate my name, Debbie Schinzel, with integrity, passion, and a genuine commitment to creating products without compromising on ingredients or results. I hope our customers know that when they choose Pure Heart Essentials, they can trust what they’re putting on their skin.
Beyond the products themselves, I would like our impact to be about helping people feel more confident and comfortable in their skin, while inspiring them to make more conscious choices about their personal care and well-being.
Most of all, I hope Pure Heart Essentials continues to grow into a brand found in respected retailers across Canada, while staying true to the values, personal connections, and purpose that inspired me to create it. I would like to be remembered not just for the products I’ve made, but for the lives I’ve touched and the trust I’ve earned along the way.
In an industry often driven by trends and marketing claims, Debbie Schinzel has quietly built something far more enduring: trust.
Pure Heart Essentials isn't simply a collection of skincare products. It's the result of years of listening, learning, refining, and caring deeply about the people behind every purchase. From a homemade solution for her family to a respected Canadian skincare brand, Debbie's story is a reminder that the strongest brands are often born from genuine purpose rather than commercial ambition.
Guided by a passion for holistic wellness and years of hands-on formulation experience, she creates skincare that prioritizes sensitive skin, clean ingredients, and long-term trust over passing trends.
As Pure Heart Essentials enters its next chapter, its greatest ingredient may not be found on the label—it is the unwavering commitment to integrity that continues to define both the founder and the brand.
Founder of Pure Heart Essentials, Debbie Schinzel has spent more than a decade helping people care for sensitive skin through thoughtfully crafted botanical skincare. Her approach blends science, compassion, and a deep belief that effective skincare begins with understanding both people and ingredients.
