Fiona Zhao doesn’t want to talk about her business, Unique Bunny. She wants to know about me — what I like, what makes me feel good and how she can help. Selling skin cream and sheet masks comes second to creating a space where customers feel safe exploring who they are and what makes them feel confident.
That people-first approach has helped propel the Winnipeg-based Korean and Japanese beauty
retailer from a pop-up booth to 10 locations, and counting, across Canada in just over a decade.
Zhao, who emigrated from China to Vancouver at age 17, has long been motivated by a desire to challenge stereotypes around gender, beauty and wellness. She moved to Winnipeg after a former
high school teacher suggested the city would offer the best opportunity to improve her English
and immerse her in Canadian culture.
Once here, she enrolled in the University of Winnipeg’s Women’s and Gender Studies program, but also found herself behind the Clarins counter at Hudson’s Bay’s downtown beauty department. There she met women who had a wide variety of skin care needs, but noticed the European-driven market had only a narrow number of products to address them.
Asia’s advanced skincare, on the other hand, addressed more skin types and concerns. Recognizing the gap, Zhao contacted a Vancouver-based K-beauty distributor and brought in a small assortment of products to sell at Winnipeg Comic Con. It was a sell-out.
Zhao says it was an intentional choice, not only because the event represented a highly concentrated community of people already deeply engaged with Asian culture, beauty, gaming and fandom, but also because it was important to start somewhere that valued creativity, individuality and self-expression.
“At Comic Con people are open to experimenting, learning and discovering new things. That mindset aligns perfectly with how people first approach Asian beauty,” she says.
Encouraged by the response, Zhao and a group of like-minded business partners opened a 600-square-foot store on Corydon Avenue in 2014, marking Manitoba’s first shop specializing in Asian skincare. Although she also sold plushies and snacks, she eventually phased out those items to focus on beauty. Within five years, the business moved to Osborne Village, gaining a larger footprint and easier access for customers.
Unique Bunny navigated the pandemic by introducing online sales and the support of a loyal consumer base. Zhao remembers customers buying their favourite products in bulk, or in some cases simply handing over cash, to ensure the beauty retailer stayed in business.
“They say that if you can make it in Manitoba, you can make it anywhere. It’s true. Consumers are tough, but once they trust you, they trust you deeply,” she says.
As the demand grew, so did Unique Bunny’s presence, opening up more locations on McPhillips Street, Pembina Highway, followed by more mainstream stores at the Outlet Collection Winnipeg in 2023 and CF Polo Park in 2025. These locations prompted the retailer to invest in services that further focused on personalizing care, such as skin-analysis integration of Korean pop culture, turning it from a niche to an everyday staple available at stores technology for targeted product recommendations and in-store makeup artist services called True You Beauty. Initially designed to help Asian clients find looks that matched their facial features rather than social norms, Zhao says the service has helped people of all backgrounds discover what truly works for them, rather than forcing them to follow what is popular.
“Trends will always exist. But confidence comes from knowing yourself. And that is what we stand for,” says Zhao.
In Canada, the K-beauty market is forecast to grow to about $13.7 billion by 2030. Zhao says the category’s appeal comes from the combination of advanced, effective formulations,” she says, adding they will soon be launching a mini spa program, allowing customers to step away for 15 to 20 minutes to relax while testing products tailored to their wellness needs.
The model enticed other malls to reach out to Zhao, leading to shops opening in Edmonton, Calgary, Saskatoon and, most recently, Quebec City. The company’s expansion has coincided with a broader surge in K-beauty. While it has been on consumers’ radar for more than a decade, its growth has been accelerated by TikTok-driven discovery and the increased integration of Korean pop culture, turning it from a niche to an everyday staple available at stores such as Shoppers Drug Mart and Walmart.
In Canada, the K-beauty market is forecast to grow to about $13.7 billion by 2030. Zhao says the category’s appeal comes from the combination of advanced, effective formulations and competitive prices compared to Western premium skincare, while offering clean, sustainable and natural ingredients that resonate with more consumers.
She notes of Unique Bunny’s 50 brands it now carries, they have a direct relationship with more than one-third of them, allowing them to prioritize quality for their customers over viral-trend options.
As the retailer looks to add another three stores this year in Canada, Zhao remains focused on expansion without losing sight of the values that sparked its growth.
“My goal has never changed: We want to help people and celebrate their uniqueness,” she says.
