Danielle Creations

Danielle Creations is a beauty-accessories brand selling lighted vanity mirrors, hair brushes, cosmetic bags and skincare tools at affordable prices. It operates mainly in the United Kingdom through its own online shop and through department stores, and is the consumer-facing trading name of the Canadian company Upper Canada Soap and Candle Makers Corporation, based in Mississauga, Ontario [8].

The brand is in the middle of a name change. At corporate level its parent now lists it as "Danielle Beauty (formerly Danielle Creations)", and a 2025 trademark application was filed for "DANI BEAUTY BY DANIELLE CREATIONS" [7][10]. The retail site daniellecreations.com still trades under the older name.

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

The Danielle line traces its branding to 1969, the year Upper Canada Soap and Candle Makers was founded "with the goal of bringing beautiful and high quality soap and beauty products to the gift industry" [5]. The brand carries this date in its own tagline, "All Things Beauty Since 1969" [1]. The accessories line itself, however, is considerably younger: according to a Globe and Mail profile of the parent company, Upper Canada moved into beauty only after the 2008 recession, when it acquired Danielle Mirrors after a Hudson's Bay retailer reported that cosmetic mirrors were selling strongly [8]. The 1969 date therefore reflects the parent company's founding rather than the origin of the Danielle brand; the founder of the original Danielle Mirrors business is not named in available sources.

Upper Canada Soap and Candle Makers Corporation began in 1969 as a wholesaler of premium personal-care goods to gift retailers across Canada and the United States. After expanding into home décor and running into difficulty, the company filed for bankruptcy and was acquired in 2003 by Stephen Flatt and his brother Joel, who rebuilt it around bath and beauty accessories [8]. Stephen Flatt serves as president.

The parent is headquartered in Mississauga, Ontario, with a London-based subsidiary, Upper Canada UK, and a US operating entity. The company has described a workforce of around 90 employees in North America and 40 at Upper Canada UK. Danielle sits within a portfolio of roughly 20 brands, including Therawell, Wanderflower, Masquebar and Erase Your Face [8].

Danielle Creations describes itself as a "one-stop shop" for skincare tools, mirrors, hair accessories and hair tools [2]. Its best-known products are lighted vanity and makeup mirrors, including magnifying models, an area where the parent has claimed "the largest selection of high quality beauty mirrors in all of North America" [11]. The range also covers paddle brushes and hair-styling accessories, oil-infused hair-drying towels, and cosmetic bags; in the United Kingdom the brand has been positioned as a market leader in cosmetic bags and beauty accessories [12].

Positioning sits firmly at the affordable end of the market, with retail prices in the roughly £4 to £15 range. The parent frames the line as "leading the trend in affordable beauty since 1969" and "dedicated to the seamless union of beauty and functionality" [7]. Products reach customers through the brand's own e-commerce site, department stores such as Hudson's Bay, New Look and Jarrolds, and Amazon.

On its supply-chain transparency page, the company states that the majority of its products are sourced from China, supplemented by suppliers in Italy, the United Kingdom, the rest of Europe, Canada and Southeast Asia [3]. It also notes dedicated consultants based in China handling development, inspection and logistics.

Danielle Creations remains active. It continues to sell directly through daniellecreations.com and appears in the parent company's current brand portfolio. As of 2025 the brand is transitioning to the name Danielle Beauty: the parent's site lists it as "Danielle Beauty (formerly Danielle Creations)", and a trademark for "DANI BEAUTY BY DANIELLE CREATIONS" entered use in commerce on 1 January 2025 [7][10]. The consumer-facing UK site had not adopted the new name at the time of writing.