In a world increasingly focused on sustainability, consumers are often encouraged to recycle more, waste less, and make environmentally conscious choices. Yet one of the most effective ways to reduce our environmental footprint is often overlooked: choosing products designed to last.
Few entrepreneurs understand this principle better than Zuly Matallana, founder and CEO of TIARA Bliss Inc.
Long before sustainability became a mainstream conversation, Matallana was searching for ways to reduce waste in her own life. As a mother, entrepreneur, inventor, and environmental advocate, she questioned why so many everyday products were designed to be used briefly and discarded. She believed sustainability should begin with better design.
That belief led to the creation of the patented TIARA Sustainable Shower Cap.
Frustrated by disposable shower caps that were uncomfortable, ineffective, and wasteful, Matallana spent years developing a solution that would combine comfort, durability, and sustainability. The result was a patented innovation featuring a terry-lined headband designed to enhance comfort and help keep hair dry while eliminating the need for disposable alternatives.
The product earned a U.S. utility patent and later captured national attention when Matallana successfully presented it on Dragons' Den Canada.
What began as a simple idea has since become a remarkable sustainability success story.
Today, more than 50,000 TIARA Sustainable Shower Caps have been sold across North America. Designed to last for years, the reusable shower caps have helped prevent an estimated 20 million disposable shower caps from entering landfills. Every shower cap represents a small but meaningful step toward reducing waste and encouraging consumers to rethink disposable habits.
The durability of the product continues to speak for itself.
In October 2022, entrepreneur and Dragons' Den UK star Sara Davies received a TIARA Shower Cap. Two years later, in October 2024, she shared a video wearing the same shower cap, still looking beautiful and intact. For Matallana, the moment perfectly illustrated a simple truth: sustainability starts with products that last.
But the founder's commitment to sustainability did not stop with shower caps.
After losing her grandmother Alicia and her aunt Ruth to breast cancer, Matallana became increasingly focused on another aspect of everyday consumer choices: the ingredients found in personal care products.
As she researched the market, she discovered that many consumers were searching for natural deodorants but were often disappointed by products that failed to deliver on performance. At the same time, growing awareness around ingredient transparency was prompting families to ask more questions about what they were putting on their bodies every day.
Determined to create a better alternative, Matallana launched TIARA Natural Deodorants in 2023.
The award-winning deodorants were developed with the same philosophy that inspired the shower cap: create a product that performs exceptionally well, lasts longer, and helps consumers make more sustainable choices without compromise.
Made with 99% naturally derived ingredients, TIARA Natural Deodorants are aluminum-free, vegan, dermatologist-tested, and designed to provide effective odor protection while remaining gentle on sensitive skin. More importantly, each stick is designed to last up to six months—significantly longer than many conventional deodorants.
That longevity creates a meaningful sustainability advantage.
While many consumers purchase multiple deodorant sticks each year, TIARA's long-lasting formula helps reduce packaging waste and product consumption, proving that sustainability can be built into everyday routines in ways that are both practical and impactful.
Today, TIARA's natural deodorants are sold across North America and have earned recognition from consumers, retailers, and industry experts alike. The brand has received multiple awards, including Skin Care Anarchy Top Pick Awards, and continues to gain momentum among families seeking healthier and more transparent personal care options.
For Matallana, however, success is measured by more than sales.
Her mission is rooted in education, prevention, and empowering consumers to make informed choices. She believes that sustainability and wellness are deeply connected, and that the products we use every day should support both our health and the health of the planet.
Whether through a patented shower cap that has helped prevent millions of disposable products from entering landfills or award-winning natural deodorants that challenge industry norms, TIARA continues to demonstrate that innovation can be both purposeful and practical.
The company's philosophy remains simple:
The most sustainable product is often the one you don't need to replace.
And in a world searching for better solutions, TIARA is proving that lasting products can create lasting change.
