Our Story

Valerie Augustine is the Founder, CEO, and Creative Director of Lite It Up Corporation, based in Toronto, Canada. What began in 2004 as a hobby—making candles as thoughtful gifts for family and friends—quickly grew into a thriving business built on passion, creativity, and community demand.

Over the years, Valerie has transformed Lite It Up into a wellness and lifestyle brand recognized for its handcrafted, luxurious products made with natural ingredients to nourish the skin, body, and soul. The Lite It Up Products collection includes whipped body butters, artisan soaps, moisturizing body and hair oils, botanical face care, exfoliating scrubs, natural deodorants, a complete men’s grooming line, hand-poured candles, and incense. Each product is designed to inspire self-care while promoting wellness, artistry, and authenticity.

Valerie has also spent more than a decade facilitating DIY natural skincare workshops, sharing her expertise with youth ages 7–17 at a Centre for Young Women’s Empowerment, as well as high schools, colleges, universities, church groups, non-profit organizations, summer and March break camps, corporate team-building events, and private gatherings. Her workshops blend creativity, fun and education, leaving participants with hands-on skills and a deeper appreciation for natural self-care.

Her work has earned her multiple honours, including the Best Skincare Award from ByBlacks.com (2019), the Business/Entrepreneur Award from the International Women’s Achievement Awards (2021), the 100 Accomplished Black Canadian Women Award (2024), and the President’s Award from the Lions Club (2024).

Beyond her achievements with Lite It Up, Valerie is a multifaceted creative. She produced the award-winning documentary film Steadfast – The Messenger and the Message, has written for magazines, and continues to grow her voice as a content creator. Through these diverse pursuits, Valerie brings the same dedication to storytelling, empowerment, and authenticity that defines the Lite It Up brand.