An open letter from new owner Vivian
It’s with so much excitement — and a deep sense of gratitude — that I share this news: I’m the new owner of The Truth Beauty Company.
This isn’t just a business move. It’s a moment that feels deeply meant to be.
I’ve known Jen Freitas, the founder of Truth Beauty, for nearly two decades. Our paths first crossed when I was running a local independent publication that spotlighted independent businesses in Waterloo Region — including Jen’s beautiful little shop on Willis Way. Over the years, our lives continued to intertwine, both through our work and a shared belief in the power of conscious beauty and local community. And like so many others in Kitchener-Waterloo, I’ve long been a loyal customer — inspired by the welcoming space Jen created and the mission she upheld.
In 2005, I graduated at the top of my class from Gina's College of Advanced Aesthetics. Back then, I wrote a letter to my future self dreaming of the day I'd own a business that felt aligned with my heart and purpose. Nearly 20 years later, after a journey that's included everything from publishing, to working with local small businesses, and beyond — that vision has come to life. Years into my career as a skin therapist, Jen gave me the opportunity to offer holistic facial services at Truth Beauty. This was a full-circle moment; reconnecting me to my roots in clean skincare. The connection I felt in this space and working with Truth Beauty clients planted a seed I couldn't ignore.
When I learned Jen was ready to pass the torch, something clicked. I knew in my heart it was time. This was the opportunity I had been waiting for — the chance to step into something that aligns with everything I believe in and everything I’ve been working toward.
I’ve always had a deep love for the environment, and that passion naturally evolved into a commitment to clean
beauty and mindful living. I believe in offering products that are safe, sustainable, and effective — things people can feel good about using, inside and out. But more than anything, I believe in the power of community. That’s what has made this transition so meaningful.
Truth Beauty has never been just a shop. It’s a gathering place, a reflection of values, and a space for connection and care.
Taking on this role is both an honour and a responsibility. Jen built something truly special, and I’m committed to carrying that legacy forward with love, intention, and integrity.
So, what does taking the business to the next level look like?
For me, it means building even deeper roots in clean, conscious living.
- You’ll see a greater focus on holistic skincare education, both online and in-store.
- I’ll be expanding our facial offerings, rooted in therapeutic care and skin health.
- We’ll continue to curate brands that align with our values, championing Canadian-made, sustainability and transparency.
- And above all, we’ll nurture a space where everyone feels seen, supported, and empowered.
Truth Beauty is not just my business — it’s a part of my family. It’s for me, for my young daughter who is watching her mother lead with heart, and for all of you who believe in supporting local, uplifting Canadian makers, and caring for the planet we share.
Thank you for being part of this journey. I’m so excited for what’s to come.
With gratitude,
Owner, The Truth Beauty Company
Want to learn more?
→ Meet Vivian & Read Her Story
→ Explore Our Holistic Facial Services
→ Shop Vivian's Favourite Products
*Vivian's head shots were done by the wonderful team at Costigan Studio.
