Lucid helps build brands that everyone loves

About Us

We believe that the best way to generate outstanding results is to love what you do, have fun while you're doing it, and most of all: be good at what you do.

Lucid Communications is a full service, boutique Public Relations agency with a small team of results-driven, senior PR executives specialized in connecting modern lifestyle brands with influential audiences and journalists. For over 16 years, Lucid has carved out a niche in the industry, becoming the agency of choice for sustainable and conscious lifestyle brands looking to get editorial coverage in both the U.S. and Canada.

We help both emerging and established fashion, beauty, health & wellness and lifestyle brands grow their business by generating credibility and buzz via high-profile media exposure, propel new product/brand launches, and create thought leadership campaigns to position the clients as experts in their field.

What We Do

We’re constantly evolving and adapting to new technologies and methodologies to keep our clients top-of-mind and relevant in a rapidly changing industry. From major fashion labels to indie beauty collections, health & wellness brands to holistic nutritionists, we have a deep well of knowledge and experience in all things lifestyle, and work one-on-one with each client to develop a strategy that reaches and exceeds their brand, product and positioning goals. Specializing in clean beauty, fashion, health and wellness and sustainability - we practice what we preach and live and breath the lifestyle. Lucid helps cut through the clutter and tells our clients story authentically to media.

 Lucid also combines the personalized client service, efficiency and cost benefits of a boutique PR firm with the senior-level staff experience and expertise of a large PR firm. We have a track record based on established relationships, not ‘spray and pray’ tactics - not to mention an incredibly tight and up to date contact list and close relationships with our media partners. We are able to get our clients products and stories into the right hands, at the right time - which is the basis of success to get press coverage.

We have also devised a new formula for PR for small business and brands that works on two or three fronts simultaneously. While we get our clients in front of consumer outlets and key lifestyle outlets to review the product’s features and benefits, we also place the company founders in stories as thought leaders in their industry. This type of exposure is critical for attracting and sustaining investors, building credibility in their fields, and getting companies to the next level.
 This multi-faceted campaign approach has helped Lucid avoid the pitfalls of traditional public relations campaigns where post-launch media coverage fizzles in a few months. With campaigns buoyed by executive positioning, where company principles are quoted in trending industry stories, media exposure is ongoing, even when the client has no significant news to promote.

By approaching public relations in this manner, Lucid has become a disruptor in the industry, enticing our clients to leave the big box Toronto and NYC PR firms, while gaining more coverage and attention - at a fraction of the cost.



Media relations, & editorial & influencer events/previews


Brand & product launches


, sponsorships
, & brand partnerships


Events & special projects


Who We Are


Michelle Calvert

Founder and Director

MICHELLE CALVERT WAS BORN at a very young and tender age.

Shortly thereafter – about 40 odd years -- she decided to start-up a modern lifestyle PR agency focusing on creative thinking and changing perceptions. Taking on a no-nonsense approach to the industry, Calvert has lead Lucid into their 16th year of business and has become a well established firm offering personalized client service, efficiency and cost benefits of a boutique PR firm -- leaving the big-box, traditional, over-priced PR firms behind in her dust.

She has carved out a niche for herself, positioning Lucid as the sustainable and clean beauty PR agency of choice for both the U.S. and Canada. Being an extremely conscious person herself - Calvert lives and breathes clean beauty and living combined with her passion for health and wellness - and makes a natural fit with any company looking to partner with a company who speaks their language and can communicate it to the press.

Calvert has held the position(s) of Regional Director of Fashion Group International Toronto and Los Angeles, she taught at the International Academy of Design and Technology PR to the Fashion Merchandising students, and has been sourced as an industry expert herself, both on and off camera. She has been on various TV shows such as Fashion Television, Breakfast TV, City Line, Oh So Cosmo, and a reality show The Cupcake Girls. Additionally, Calvert volunteers for organizations such as: Princess Margaret Foundation, Second Harvest, Rethink Breast Cancer, The Regent Park School of Music, The MacLaren Art Centre, and also ran her own fundraiser in memory of her mother, Gloria, Hit the Slope for Hope. - a charity ski event to raised funds and awareness to help build the Simcoe-Muskoka Regional Cancer Centre at Royal Victoria Hospital in Barrie.

Calvert enjoys spending time outdoors in nature with her rescue dog, Iggy Pup hiking, she is a fitness junkie hitting as many dance cardio and spin classes as her body can take, and splits her time between Toronto, L.A. and NYC. In the summers, she enjoys living off her clunker of a boat on Toronto Island and playing euchre with her girlfriends. Her entrepreneurial spirit, ambition, vision and ability to break through clutter clearly distinguishes her from the rest in the industry - Calvert has got chutzpah*. Her experience with fashion, beauty and health, and sustainable lifestyle brands enables her to help clients build a stronger presence in the marketplace, and set them apart from their competitors - bottom-line.

* chutz·pah also hutz·pah n : (Yiddish) unbelievable nerve; esteem; boldness.


What Lucid has been up to….


power yoga Canada 10 year anniversary - Gta

Since opening the doors to their first studio a decade ago, Power Yoga Canada has become the home of everything power yoga. What began as a single location has evolved into a vast network of 10 studios across Ontario, each with the goal of creating a community centred around positive personal transformation. This fall, in honour of their 10th anniversary, Power Yoga Canada is hosting a party to celebrate their incredible community, as well as share stories and connect— and you're invited! Save the date of November 2nd at 7:00 pm to come and celebrate our community and home for a decade. Follow @poweryogacanada for more information.

In addition to celebrating 10 years of success, PYC will be celebrating their brand new location in Burlington, as well as the upcoming opening of their Guelph studio, set to open its doors in October. By expanding their studios across Ontario, Power Yoga Canada aims to welcome new people into the power yoga movement, and ensure that the community remains accessible, inspiring, and transformative for all. You don't need to be flexible, or look a certain way, or even know what to do. All you need is a willingness to step on your mat and practice. Everyone is welcome!

Flax Sleep pop up shop and official media launch - Toronto

Lucid is proud to work with the Vancouver based French Linen brand, Flax Sleep. Originally in the fields of law and hospitality, these passionate businesswomen made the switch to entrepreneurship in the fall of 2017 with the foundation of Flax Sleep. The minds behind this business are Anna Heyd, Oana Papuc and Vivian McCormick, three friends who came together to share their appreciation of beautiful things, ethical business practice and fantastic sleeps. These women saw a gap in the Canadian marketplace when it came to buying simple bedding online at accessible prices, and felt inspired to fill that void. Stay tuned for more coverage!


Lost + Found Retail store and wellness hub launch - Toronto

First Aid for the Modern Soul. We are proud to be working along side Toronto’s newest store and wellness hub dedicated to the pursuit of mental wellness called Lost + Found located on The Danforth in the east end of Toronto. Recognizing the importance of acknowledging and honouring all of life’s ups and downs, Lost + Found aims to promote the natural coexistence of darkness and light as part of a healthy lifestyle. The goal isn’t to strive for perfection, but to achieve a healthy balance that allows us to survive and thrive in the face of adversity.

Lost + Found’s product selection includes books, journals, cards, essential oils, personal care items, mindfulness and meditation accessories, loungewear, home comfort essentials, and much more. The store also has an assortment of children’s books addressing difficult topics, and products to promote childhood mental health. In addition to their retail offerings, Lost + Found offers workshops and community events promoting wellness through learning and social connection. Nurturing the heart (joy, comfort), head (mental health, knowledge), and hand (community, skill building), Lost + Found is a destination where you can find real, compassionate help to navigate all of life’s messiness.

We successfully launched them to our media partners, and have already made some great waves having one of the founders Sarah Keast featured on CBC Radio, Global TV, and the store was also profiled on Trend Hunter and will be appearing in many more publications both online/print and on-air as we roll out their program.


Home for the Holidays - Toronto and New York City

We just finished hosting our high profile bi-annual media preview, Home for the Holidays. We hosted these very well received events in two markets again: Toronto (July 16 +17) at a brand new elevated bnb experience in the heart of the vibrant Ossington strip in downtown Toronto called The Ossington House, and NYC (July 24+25) in the stunning Penthouse at our hotel partner, AKA Tribeca. We streamlined our client roster to create a cohesive story for our media guests looking for anything sustainable lifestyle related - from fashion to food, to beauty and health and home.

The objective of these curated events is that all of our brands work well together to create an intimate, one-stop shopping environment for media to come and gather great story ideas for gift guide seasons. We get our clients in front of top-tier media where we can engage, spark brand interest, creatively tell each companies story. We also pitch product placement, generate product trial, offer story angles and pitch spokesperson interviews as well.

Fundraiser for Princess Margaret Cancer Foundation:

Lucid did more pro-bono work to help raise money for Princess Margaret Cancer Foundation this summer. We raised over 3k from this fun event! Here is some info on the event.

Island Pool Party for Princess Margaret Cancer Foundation 

Pull up your trunks, slap on some sunscreen, find your flip-flops and dive into some good times on Saturday, July 27 at Toronto Island Marina. The wet ‘n wild ‘non-pool’ Island Pool Party begins at 3:30 p.m. Guests can board the complimentary T.I.M. tender ferry from York Quay to the steps of the Upper Deck Pub, pay what they can, and settle in for a sunny afternoon of music, food, drinks, a 50/50 draw, silent auction and games for kids of all ages.

This pool party themed event is in support of a group of cyclists participating in The Northern Pass cycling event this August to raise funds for The Princess Margaret Cancer Foundation.

*There is no actual pool, just drinks, food, wet ‘n wild party games and amazing auction items and raffle prizes!

View the Pool Party Silent Auction items here…bid early and bid often

Where:     The Upper Deck, Toronto Island Marina

        Accessible by TIM tender at York Street Quay

        (York Quay map)

When:        Saturday, July 27, 3:30 p.m. to 6:30 p.m.

What:        Be cool by the pool with DJ Jonathon Sanchez (joining us from NYC!)

        BBQ and Cocktails

        50/50 Draw, silent and live auctions

        Family-friendly games

Why:    To raise much-needed funds for cancer research at the Princess Margaret Cancer Foundation 

How:        This is a ‘pay-what-you-can’ event

We are going to splish, we are going to splash and we are going to raise a lot of cash. Together we can kick cancer’s ass and help conquer cancer in our lifetime! If you can't make it to the party, please consider making a donation. Here's the link:


Beauty from the Inside Out Brunch and Learn - Los Angeles

We brought our long time skincare line, Province Apothecary together with our brand new Superfood line, Xicama to host a 'Beauty from the Inside Out brunch and learn' and hosted it at the stunning luxe long term stay residence, AKA West Hollywood.

We had the founder of Xicama, holistic nutritionist, and health expert, Mona Sharma speaking to gut health and other related and relevant topics, and had Natalie from Province speaking to skincare trends. We served up some Xicamix functional cocktails, Jicama based treats, Raw organic truffles and fudge from Hawkridge and Sons, and offered our guests mini facials and nutritional consultations. We were also sponsored by Casamigo’s Tequila for those guest that wanted to kick it up a notch!


Ballet Brunch and Learn @ The Extension Room - Toronto

We had an extremely successful Spring. We planned out and executed multiple events and media tours in Toronto and NYC.

On May 5th, we kicked off our crazy month hosting a Ballet Brunch at our Toronto based ballet fitness client, The Extension Room. The theme of the event was DANCE FOR ALL SEASONS, DANCE FOR ALL REASONS“Maintaining Health Through Movement”

We welcomed some very special professionals in the dance, health and wellness communities. After a morning of Extension Method ballet fitness, we were treated to an organic, holistic brunch by The Goods, saw a special performance by Hit and Run Dance Productions, and then listened to a riviting panel discussion moderated by renowned journalist and dance critic, Deirdre Kelly.

Our Panelists lineup included:

Deirdre Kelly - Editor, journalist and internationally recognized dance critic

Allen & Karen Kaeja - Founders of award winning contemporary dance company, Kaeja d' Dance

Lisa Labute - Founder of The Goods and health food advocate Chelsy Meiss - First Soloist with The National Ballet of Canada

Jennifer Nichols - Founder of Extension Method & Extension Room

Sonia Rodriguez - Principal Dancer with The National Ballet of Canada

Mona Sharma - Holistic Nutritionist, owner and founder of Xicama

Media Preview and Desksiders - Toronto and NYC

On May 9th, we hosted a multi client preview at Erin Tracy Bridal and Fine Jewellery’s studio featuring our hemp denim line, ANARA, Joy McCarthy of Joyous Health, and showcased new product launches to major National media outlets in Toronto.

We then headed to NYC the following week to bring our superstar roster of clients behind Joyous Health, mini mioche, ANARA and our newest superfood client, Xicama to major media outlets doing deskside visits. All of our meetings went very well and we even scored an immediate media hit from Harper's Bazaar for our client mini mioche!