ashley meston knew there had to be a better option for clean and efficacious skincare, and, together with her partner, launched basd body care. we chatted with ashley to learn what she loves most about herself, who inspires her and, of course, how basd came to be! 

basd: can you tell everyone how basd came to be? 

ashley meston: it started with an idea that a brand has a responsibility to mean something to people and drive change. basd is plant-basd and ethically basd yes, but if you urban dictionary the name basd it means a confidence in yourself and not seeking anyone’s approval. we wanted to create a community and products that spoke to that. that allowed people to feel so good in their own skin that they didn’t have to worry about any other bullshit. it took us a lot longer to build the products but the idea of the brand is a sentiment of how we (my partner and i) live our life. 

b: what made you passionate about clean products—specifically clean skincare?  

am: over my career in natural health products i’ve been fortunate to learn more about the importance of ingredients and the value of what goes in your body. what goes on your body is no different and unfortunately some brands don’t take the care to choose clean and toxin-free ingredients. i knew there had to be a better option and started looking for brands that aligned with my values on clean beauty – safe, efficacious and clean. over the years the options have become better but there is still a long way to go, i knew i could help and haven’t looked back since. 

b: what do you love most about yourself?  

am: i think i love my voice, not the actual sound of it but the confidence i have to speak my mind. it’s become an important part of who i am and i think something that people depend on. 

b: what’s your definition of a strong woman?  

am: i am fortunate to know so many strong women in my life and every one of them displays a different quality that i would call strong. my mom has an unshakeable dedication and focus on our family, my friends show their strength through kindness and resilience, my colleagues show their strength in their voice and confidence. my daughter shows her strength in her curiosity and playfulness. i guess for me, being strong means the confidence to be unapologetically you.  

b: what’s your advice to women looking to start their own business?   

am: go for it and bet on yourself! you will over think it, it will be scary and times will be hard, but you need to just jump. 

b: what do you do each day to keep yourself strong?  

am: to say that i do something every day is generous; i check in with my partner and kids, share my day, and try to do some simple movement, even stretching makes me feel grounded. one thing that i don’t ever let happen is allow someone to make me feel small or unheard. if something happens in my day that challenges this, i address it and keep moving forward, i don’t ever let someone bring me down. 

b: tell us about a time you made a mistake in your career and what you learned from it?  

am: i’ve made lots but i honestly think that is a good thing because i have learned from each situation. every time i’ve made a mistake, it’s because i didn’t listen to my gut, i didn’t trust myself in the moment and i allowed myself to accept something that didn’t’ feel right. one of my biggest mistakes was thinking that i knew everything instead of actually taking the time to slow down, listen and learn. 

b: who inspires you?  

am: my mom. she is my powerhouse. she has a resounding strength and confidence that i find incredible. she is driven yet selfless and i’m constantly in awe of it. 

b: do you have a favourite quote or mantra?  

am: be fearless in pursuit of what sets your soul on fire.