Homegrown Business: Alexandria MacFarlane of Truly Lifestyle Brand

A passion for simple, clean, and cruelty free skincare and beauty brands led Alexandria MacFarlane to start Truly Lifestyle Brand, our latest featured Homegrown Business.

Truly Lifestyle Brand
Alexandria MacFarlane By Dylaina Gollub Photography

What is your business called and what does it do?

Truly Lifestyle Brand is a clean, plant based and cruelty free skincare and beauty brand.

What made you want to do this work?

I’ve always loved skincare and because of that, I grew quite a following on Instagram of other beauty loving individuals! After trying out all different types of skincare lines (probably all of them), I realized that no matter the price, I would always resort back to products that were simple and I either made myself or had one ingredient. It dawned on me that if I’m selling other people’s products…why not sell and make my own if that’s what I’m actually using? I already had a customer base, I just needed some pretty packaging!

What problem did you want to solve with the business?

​I wanted to show people that you can have effective, high end results with simple and clean products at an affordable price point. I think a lot of people believe that you need to pay the big bucks for great skin care, when really, that’s not the case at all. ​

Who are your clientele/demographics?

Women ages 25-44.

How does your business make money? How does it work?

We’re primarily e-commerce based, but we are in about 30+ stores across Canada.

Where in Vancouver can we find your profession?

Our main warehouse and flagship store is in Surrey B.C.! Or you can find us at www.trulylifestylebrand.com

What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.

Question: What are the reasons why a person would/should choose clean beauty over medical grade?

Answer: Great question – Medical grade skin care and clean beauty skin care are actually very similar, as both are created based on using the best ingredients that are able to penetrate the deeper layers of your skin called the dermis! The problem is, that up until very recently these ingredients seemed to be reserved for medical based skin care and you were paying a costly price to achieve these results. The clean beauty industry is changing that, by finding ingredients that work the same way as medical grade skin care without the $.

Skin care that penetrates these lower levels of skin are more inclined to promote anti aging, acne reduction and collagen boosting. Since elasticity is also controlled in the dermis, these ingredients are key to a productive skin care routine that targets deep within the skin’s cells. For years, medical grade skin care was leading in active ingredients- retinols, vitamin C’s and other serum based formulas. The industry standards are changing, and more clean beauty brands (like us!) have been able to come out with the same high % activities as medical grade, with no prescription required.

Choosing clean beauty means getting these same results as medical grade skin care, often without the fillers that are commonly included in different over the counter products. We’re using key dermis targeting ingredients in our products like jojoba oils and squalane, things your skin recognizes and allows deeper access to the skin. Clean skin care is giving medical grade skin care a run for its money, at a fraction of the price.

What is the best part about what you do? What is the worst part?

​​​The worst part for me is that because it’s my business, I take everything to heart and overthink A LOT! It can be very consuming and hard to shut off. But it is because I care so much about my company, especially our customers.

The best part is helping our customers and seeing the skin transformations that happen with our products. It is truly (wink wink) so special.

What is your favourite joke about your own profession?

​We think it’s hilarious when we don’t practice what we preach and then we’re confused as to “why is our skin dry?” or “why are we breaking out?”. Well if we’d had followed our own “drink more water, sleep, eat well and don’t forget your skincare routine” advice, these things probably wouldn’t happen. Sometimes the professionals slip up too!

Where can we follow you?

Website | Facebook | Instagram

PAY IT FORWARD: What is another Vancouver business that you love?

@wearhuha + @kiligcandlego !!! 2 of my favourites