A note from our founder
Bonjour,I’m Sarah-Maude.
Facialist, educator & founder of Loshen & Crem
I’m Sarah-Maude Cabana—a facialist, educator and founder with Montréal roots, an Edmonton home, and a soft spot for the little details.
I created Loshen & Crem to bring together the things I care about most: skin, people, honest conversation, and the feeling of being truly looked after. I’m so glad you’re here.
Sarah-Maude
Montréal · Across Canada · Edmonton
A love of skin.A life of learning.
My path brings together hands-on esthetics, education and the business of skincare. I’ve worked in the industry since 2004, earned my esthetics diploma at Edith Serei in Montréal in 2006, and pursued marketing studies at the Université du Québec à Montréal (UQAM).
That journey took me across Canada as a national educator for Biologique Recherche, and an educator for Cellcosmet and Aquafolia. Teaching other professionals meant understanding the why behind a product or technique, then making that knowledge useful in their own treatment rooms.
My experience also includes Unilever/Dermalogica and Crescita Therapeutics, spanning professional education, market development and the dermatology sector. Seeing skincare from these different perspectives helps me ask better questions of the brands we bring into the boutique.
More about my background & training
- Education, communication & brand experience
- My earlier work with Les Nouvelles Esthétiques Canada brought together marketing, articles and professional training. In 2015, my work with Unilever/Dermalogica included market development and education, supporting its French-language launch in Québec. In 2018, I worked in Western Canada business development and dermatology representation for Crescita Therapeutics, with scientific product education alongside Isabelle Villeneuve. My background also includes Yon-Ka and G.M. Collin through PhytoDerm. These experiences sit alongside my Canada-wide educator roles.
- Formal training
- Esthetics diploma, Institut International Edith Serei, Montréal, 2006. Marketing studies at the Université du Québec à Montréal (UQAM).
- Continued hands-on training
- 2020 · Sculptural facial lifting and buccal massage — Yakov Gershkovich
- 2021 · Qi Mastering Facial — Phiane Duquet
- 2024 · LPG Endermologie
A little more of me
A curious mind.A very full heart.
I’m happiest when a conversation turns into understanding: why your skin feels different, why a product might suit you, or why doing less could be the right next step. I like the questions. I want you to ask them.
Behind the scenes, I’m just as particular. I spend time testing, learning about and questioning the brands we consider. The handwritten note, the carefully wrapped order, the thought behind a recommendation—those details are personal to me.
Yes, I notice the little things.
The work that stays with me
A facialist,at heart.
Before stepping back from my personal facial schedule, I was booked almost a year in advance. What stays with me is the trust behind those appointments: people making room in their lives to put their skin in my hands.
Today, I pass that experience on. I work alongside Abby, our esthetician lead, to train and guide our team. The attention to touch, comfort and thoughtful recommendations that shaped my own facials continues to shape the care here.
Making roomfor others to grow.
Building this business also means creating opportunities for people. I hire from the heart and care deeply about helping women, including newcomers to Canada, grow into specialists and leaders. Making space for someone’s potential is one of the parts of being a founder that matters most to me.
That same care belongs on both sides of the counter: in how we support each other, and in how we welcome you.
A little more, if you’re curious.
What does “Reviewed by Sarah-Maude” mean?
When a page says “Reviewed by Sarah-Maude,” I have personally checked its skincare explanations, recommendations and claims through my experience as an esthetician and educator. My aim is to help you understand your options and make an informed choice.
- Does the explanation accurately reflect the product or service?
- Are the intended benefits, limitations and instructions clear?
- Does the page help a client decide when to ask for personalized guidance?
Each reviewed page has its own review date and a link to this profile. I add my name only after reviewing that specific page.
Sarah-Maude is the founder of Loshen & Crem, which offers the products and services discussed. Content review is within her esthetics expertise and does not replace medical advice.
Can I book a facial with you?
I’ve stepped back from my personal facial schedule to focus on guiding and training our team. If you’re unsure where to begin, we’ll help you choose a facial and a team member for your appointment.
Where is Loshen & Crem?
Our skincare boutique and facial studio is at 5238 Windermere Boulevard in Edmonton, Alberta. We welcome clients in person and support skincare clients online across Canada.
There’s a place for you here.
Visit our Edmonton boutique, or let’s begin with a conversation.
5238 Windermere Boulevard · Edmonton, Alberta