I know all too well from personal experience how this feels and only no have I recognized what it really looks like!  You do not look burned out. You are still producing, still leading, still showing up at a high level. Your calendar is full. Your standards are high. Your performance is consistent. From the outside, you appear disciplined and composed.

When I founded IGNITE FUEL SUPPLEMENTS, I quickly realized that revenue alone doesn’t define success. Purpose does. My vision has always been to empower people, support their health journeys, and create a brand that blends integrity, science, and compassion. Over the years, I’ve watched businesses with strong purpose outperform others, retaining loyal clients, inspiring their teams, and achieving sustainable growth.

Over my 20+ years in health, wellness, and aesthetics, I’ve seen countless businesses start with passion, creativity, and vision, but fail to reach their full potential. Building a 7-figure wellness brand isn’t about luck; it’s about strategy, leadership, and the ability to scale intentionally.

Over my 20+ years in the health and wellness space, I've witnessed the Canadian aesthetics industry evolve from a niche luxury to a mainstream service. However, as we approach 2025, the landscape is undergoing another significant transformation. The rapid growth of the past decade has given way to a more discerning consumer base, economic pressures, and a shift towards holistic wellness. This evolution presents both challenges and opportunities for clinic owners and wellness entrepreneurs.

Longevity is no longer a niche conversation restricted to labs and billion-dollar clinics. It’s become practical, clinical, and community-focused, and Canada is stepping into a leadership role. In October 2025 we’re seeing a clear split between long-term scientific momentum (biomarkers, geroscience, precision medicine) and near-term consumer shifts (membership models, home devices, integrative clinic offerings). Here’s what I’m following closely, and what it means for Canadians who want to live healthier, longer lives.

When I first stepped into the aesthetics industry over 20 years ago, I quickly realized something critical: beauty isn’t just skin deep. I remember my first client vividly, a woman in her mid-40s struggling with both confidence and chronic fatigue. She had tried every treatment marketed to “look younger,” but nothing addressed how she felt on the inside. That moment stuck with me. It was then I realized wellness and aesthetics are intertwined: the stronger and healthier we feel inside, the more our beauty naturally shines.

So, overall: strong demand, and increasing consumer expectations are pushing growth, but there are warning signs of softening, which we’ll get into next.

When I first stepped into the world of entrepreneurship, I had a clear purpose but not always a clear path. As women entrepreneurs, we often wear multiple hats,  visionary, strategist, caregiver, problem-solver and sometimes all in the same hour. Building and scaling a business takes more than passion; it requires strategy, structure, and a team aligned with your mission.

When I look back at my 20+ years as a woman in leadership, I see a journey built from the ground up. I’ve led in many different capacities, sometimes stepping into roles where I was the youngest, sometimes the only woman at the table, and often the one asked to pave a new path. Each season of leadership taught me lessons that I now share with other women who are just starting their own business journey, or who, like me, are seasoned leaders looking to keep growing.

Hi, I’m Samantha Almas. Over the past two decades, I’ve built multiple multimillion-dollar businesses in women’s health, wellness, and aesthetics, including IGNITE FUEL SUPPLEMENTS. I’ve seen trends come and go, but 2025 is shaping up to be a turning point for the supplement industry.

Wellness in Canada is experiencing a surge, people are more aware than ever of preventive health, balanced living, and longevity. But with that surge comes tension: consumers are exploring “next-level” therapies, peptides, injectables, hormone modulators, and many of these raise serious regulatory and safety questions. As someone who’s built businesses around clean, science-backed wellness, I believe it’s vital we understand both what people want and what the rules are. Here’s what I’m seeing, what Health Canada allows (and doesn’t), and what everyone should know if they are considering these emerging therapies.

Hi, I’m Samantha Almas. Over my two decades in the women’s health, wellness, and aesthetic industries, I’ve seen how beauty standards, technology, and consumer expectations evolve rapidly. 2025 is shaping up to be a pivotal year for aesthetics, with a focus on natural enhancements, non-invasive procedures, and sustainable practices.