The Truth Beauty Company Story

How The Founder of The Truth Beauty Company Has Adapted to the Rapid Growth of Her Company

Today we meet Jennifer Freitas, Founder and CEO of The Truth Beauty Company. The Truth Beauty Company specializes in natural and organic personal care items and has seen impressive growth since operations began in 2010, leading to a rebrand and relaunch in 2013. What kind of challenges does Jennifer face in maintaining such rapid growth? How has she succeeded in building a community around her brand? Let’s find out!

Hello! Perhaps you could introduce yourself?

I’m Jennifer, founder and CEO of The Truth Beauty Company. I started operating in 2010 and through some growth rebranded and relaunched in 2013. As CEO, I direct on all areas: marketing, procurement, HR, sales, financial review, and so on. I do love being hands-on and although I work with a team I enjoy having an understanding of all facets of operations. The Truth Beauty Company is my first business but I would say there are so many tasks that the company generates that it feels like many businesses happening at once – for example, our box subscription, our e-commerce site, our physical store, and our PR events to name but a few. Presently, this is my full-time job but I am also interested in other opportunities at this point. Of course, I also have some projects percolating; I like to keep innovating and thinking creatively.

The Truth Beauty Company body scrub

Tell us more about your business.

The Truth Beauty Company sells natural and organic personal care items: body care, skincare, make-up, hair-care, and other similar items. It all began when I moved back to the Kitchener-Waterloo region and was made aware that no destination like Truth Beauty existed. This was in 2010 and there was already some buzz about ‘clean beauty’ – it just hadn’t completely taken hold like it has now. As more and more awareness has grown about the clean beauty industry, I have certainly had to expand my team but that has been done in ebbs and flows depending on projects we are working on as well as the overall competence of the team.

What are you working on at the moment? What are the future plans?

Growth is always my driver. I would love to continue to see an upward trend in all areas of my business: more clients, more sales, more followers, more opportunities, etc.

As far as future goals, I like to keep a few things under my hat – keep people excited!

The Truth Beauty Company

What are your biggest challenges? What motivates you?

As a small business, I struggle to find staff that are motivated to grow my company. I have found there is a lack of ownership with employees and it shows up in their work – for me this has been an ongoing issue over the years.

Learning how to deal with staffing issues is an ongoing lesson for me. As I am confronted with challenges, I look to past experiences to see what has helped. Having areas of success in learning how to deal with these challenges is motivation to continue to improve.

What kind of marketing initiatives are the most effective for your business in terms of driving more sales?

Marketing initiatives are looked at in terms of ‘multi-channels’ when it comes to my company’s strategy.

Effectively reviewing data from our sales allows us to see which channels are providing traffic and accordingly, we focus on generating content and engagement in those areas. Community really is key so forming Affiliate relationships to support our work on social media has also been a useful tool for us.

The Truth Beauty Company serum

Can you share what tools, apps, or other useful things you are using in your business?

We use a variety of systems to keep us organized.

Google is our foundation – sheets, docs, calendar, drive, etc.

We also use a scheduling system called Trello; this allows me to name tasks and give direction and classify/prioritize.

And we are actually in the process of evaluating some of our systems. I do find that as technology advances, we need to change how we operate.

What is the best business advice you can share with others?

Trust your intuition. No one knows your brand and what you envision like you do. You are the creator and while you may not have all the know-how and have all the tools yourself, you are the one with the ideas.

Could you recommend any books, movies, podcasts, learning materials?

Honestly, I am always learning; entrepreneurship is so multi-faceted that there is always something I can investigate or expand on. I love listening to the LunarClub podcast by Rhiannon Rosalind, CEO of the Economic Club of Canada and how she looks at intersections of ‘life’ and how they affect our economy. Tutorials by merchants I work with also keep me abreast of topics specific to my industry. Beyond that, the tools I use also offer great workshops/classes; for example, Shopify offers all kinds of knowledge sharing with respect to SEO, general digital marketing and pretty much everything that would relate to e-commerce retail.

The Truth Beauty Company

Year founded
Clean Beauty


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