Celebrating female leadership for international Women’s day Banner
March 7, 2023Celebrating female leadership for International Women’s Day

At ATTITUDE, women inspire and motivate us every day. Whether it's in the lab, the factory or the office, they are at the forefront of everything we do. That's why on International's Women's Day, we want to take the time to highlight one of our core values - gender equality -, as well as the contributions of some exceptional women in the company.

Parity and More

Statistics reported by the Canadian Women's Foundation1 show that, despite 82% percent of women between the ages of 25 to 54 being active in the Canadian workforce, they are still underrepresented in leadership positions. Women fill only 25% of vice-presidential positions and 15% of presidential and general management positions.

Furthermore, women only account for 19.5% of the board members within the 500 largest companies in Canada. Undeterred by the one-sided numbers, women continue to be a force to be reckoned with. There is an expanding body of research that supports the conclusion that gender equality would have significant positive effects for business and society.

Data from the Global Impact Investing Network2 have demonstrated that when women sit on a company's board of directors or management committee, the performance of the company, by contrast, is always superior to those companies run entirely by men.

ATTITUDE's women's leaders celebrating female leadership for international Women’s day

Fortunately, we, at ATTITUDE are aware of these facts and our statistics have a bright spot that we are proud to illuminate! Of the company's 24 managers, nine are women, representing 70% in positions of leadership. At the factory, our team is comprised of 63 women, in which eleven have roles as team leaders or managers. In total, they form 52% of the plant's workforce, surmounting the 26% average for the manufacturing industry in Quebec3.

“Being the majority, women occupy a very important place inside ATTITUDE. International Women's Day is an opportunity to give them the centre stage but make no mistake; they are celebrated every other day of the year. Here at ATTITUDE, harmony and equality are the focus of our relationships” says Julie, VP, Communication and Marketing.

ATTITUDE'S women are celebrating female leadership for international Women’s day

A Brand in the (True) Image of Women

This year, as a part of International Women's Day, our mission is to go even further: we want women of all backgrounds and silhouettes to feel seen, heard and understood. We are looking to achieve this ambitious goal in three ways.

First, we will continue to innovate in order to present the widest range of body care products made with healthy ingredients. We want pregnant women, those with sensitive skin or textured hair to discover the products that fit their needs among our collections, at affordable prices.

Next, we recently redesigned our brand image in pursuance of communicating clearly, through pictures and messages, our rejection of unrealistic and unattainable standards of beauty. Why? According to studies, including those from psychologists Zoe Brown and Marika Tiggemann4, the exposure to ideal models of beauty (in contrast with models of beauty considered more normal and realistic) has a negative impact on body image.

In addition to drawing inspiration from our expanding plastic-free influence within the beauty sector, our new creative turn is intended to be more authentic, body positive and inclusive. Our goal: zero plastic, zero complexes and maximum well-being.

Finally, aside from our created content, we encourage women to showcase their own natural beauty. With the hashtag #thatsmyattitude, we have launched a movement in our community aimed at promoting female fulfillment. Followers are encouraged to post unedited photos of themselves and proclaim what makes them unique.

There is still much to be done, both nationally and globally, but we believe that we can change the world, one woman at a time.

Inspire each other

Women have always been the focal point of our activities. They breathe creative life into ATTITUDE. For International Women's Day, we have gathered testimonials from influential women who have been instrumental in contributing to the success of ATTITUDE, inspiring the next generation of leaders. Each woman was asked the question, “If you could talk to your younger self, what would you say to her?” Here are their responses:

Geneviève, VP Manufacturing at ATTITUDE

“The only barriers that get in our way are those that we place on ourselves. Be confident and don't worry about what others may think. Pursue your dreams, listen to your heart and don't be afraid to step out of your comfort zone.” - Geneviève, VP Manufacturing

Lina, Director Research and Development at ATTITUDE

“Don't be afraid to fail. It will make you stronger. Fear is inevitable, but you must take the leap of faith and live life to the fullest. It's better to have regrets about what you have done than wonder what could have been.” - Lina, Director, Research and Development

Julie, VP, Communications and Marketing at ATTITUDE

“You are enough, and you have all the tools you need to succeed.” - Julie, VP, Communications and Marketing

Melissa, VP, Sales at ATTITUDE

“Don't let yourself be influenced by people who want to take you off-course and, most importantly, don't set limitations on yourself.” - Melissa, VP, Sales

Pascale, VP Finance and Operations at ATTITUDE

“Trust yourself. With effort and consistency, the road will pave itself.” - Pascale, VP, Finance and Operations


  1. https://canadianwomen.org/the-facts/women-and-leadership-in-canada/
  2. https://thegiin.org/gender-lens-investing-initiative
  3. https://www.investquebec.com/quebec/fr/salle-de-presse/communiques/FEMMES-4-0-accroitre-la-representation-des-femmes-dans-le-secteur-manufacturier-quebecois.html (French only)
  4. Tiggemann, M. et Brown, Z. (2018). Labelling fashion magazine advertisements: Effectiveness of different label formats on social comparison and body dissatisfaction. Body Image, 25, 97-102.
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Written by Team ATTITUDE