Our Story

For years, I believed confidence was something you earned—after the job title, after the book deal, after the applause.

But the truth?
Confidence starts way before that.
It starts in the mirror.

There was a time I’d stare into that mirror, exhausted, depleted, worn down by life’s punches—single motherhood, menopause, heartbreak, and rebuilding my life and business from scratch.

But instead of seeing power, I saw tired.
Instead of pride, I saw puffiness.
Instead of strength, I saw skin that didn’t glow like it used to.

That was the moment I decided: Enough.
I didn’t need to chase confidence.
I needed to affirm it.

That’s where Affirm by Sonia was born.

Not just a skincare line.
A self-care ritual.
A daily reminder that you’re worthy of taking up space, glowing from the inside out, and showing up—fully and unapologetically you.

With every cleanser, every glow serum, every affirmation card tucked inside your order, I want you to feel what I reclaimed for myself:

 Inner radiance.
 Outer confidence.
 Real, raw, radiant power.

Because your skin should be a reflection of your worth, not your worry.

This is more than skincare. It’s soul-care.

Welcome to Affirm by Sonia—where every drop is infused with love, strength, science, and the reminder:
You are already enough.

— Sonia McDonald
Founder, CEO, Fierce Believer in You