As a magnificence store Uptown Waterloo is making an attempt to make magnificence accessible to all

WATERLOO – Whereas scouring native new mother outlets, Jen Freitas could not discover magnificence and skincare merchandise that have been properly made and actually clear.

The Waterloo native was conscious of what she consumed, not solely by way of meals, but additionally of the make-up she was carrying, “for so long as she might keep in mind”.

As a single mother elevating twins, she wished to discover a option to mix her want for a sustainable life and convey an earnings for her household, and that is how The Fact Magnificence Firm was born.

“What actually apprehensive me rising up was utilizing petroleum merchandise in on a regular basis make-up and skincare and doing my greatest to not use them,” Freitas stated. “I used to be planning on having kids lengthy earlier than I had (them) and I wished to ensure I did my half when it got here to sustainability.”

It began its enterprise in 2010, promoting magnificence merchandise that didn’t embrace parabens or petroleum by-products, have been cruelty free and had recyclable packaging.

Inside a few years, he realized his merchandise did not embrace all hair varieties and complexions, so he started increasing the strains he bought.

“Clear magnificence ought to be accessible to everybody, not simply individuals who use lighter shades and haven’t got curly hair,” Freitas stated. “It was additionally essential for me to have reasonably priced affords to ensure funds weren’t a hindrance to these seeking to get into clear magnificence.”

Three and a half years after working her enterprise, she moved from her first location additional down King Road to her present storefront within the previous Princess Twin Cinemas of Uptown Waterloo.

“It was scary at first as a result of my present house is twice the dimensions of my authentic retailer and I felt like I did not have sufficient inventory to fill the entire place,” Freitas stated.

As a single mom working her personal enterprise, Freitas says she struggled to get the financing she wanted to broaden the enterprise, however was finally in a position to safe it, together with her father co-signing the mortgage.

“From day 1, I wished to supply the merchandise myself and be taught not solely about what my prospects want, but additionally find out how to share a sustainable life with them,” Freitas stated. “I wanted the capital to get what I assumed folks wished and wanted.”

The Fact Magnificence Firm was a pioneer in clear magnificence, says Freitas, initially promoting many sustainable magnificence manufacturers that at the moment are bought at massive retailers similar to The Bay, Indigo, and Sephora.

Like many corporations, Freitas’ showcase needed to change quickly when the COVID-19 pandemic struck in 2020.

Shortly earlier than the pandemic, it opened a second retailer in Guelph, however on account of public well being restrictions, it switched gears to give attention to a robust e-commerce presence and give attention to the unique retailer in Waterloo.

“It was positively an adjustment as a result of I began my enterprise when e-commerce was barely a factor,” Freitas stated. “Nevertheless, having so many loyal prospects in our brick and mortar retailer helped drive natural visitors to our on-line retailer after they wanted some restocking.”

Freitas says her enterprise and her general sustainable lifestyle are a type of activism for her that she thinks has an affect.

“I’m extremely selective about what I purchase and what I provide in my store as a result of I wish to ensure that the merchandise folks eat are actually helpful not just for themselves however for the surroundings,” stated Freitas.

“As an alternative of merely saying that I consider in one thing, I wished to create a change inside myself and in my group and I believe I’ve.”

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