Our Truth
WHY WE EXISIT
The Truth Beauty Company is a purpose-driven space for clean and natural skincare, beauty, and wellness.
Founded on the belief that beauty should be safe, effective, and ethically made, we bring together like-minded brands and customers who care deeply about what goes on their skin — and into the world.
We champion products that meet rigorous clean standards — so you can feel confident in every choice. Because clean beauty isn’t just a category here — it’s our commitment.
WHAT WE BELIEVE IN
"You should not have to sacrifice efficacy and luxury for your health, your values, or the planet."
Our philosophy is simple: Beauty should nourish, not compromise. We seek out products that align with wellness, integrity, and conscious living — because we know you care about the bigger picture.
OUR STANDARDS
how we choose
Everything we offer is intentionally chosen through a clean, clear, and uncompromising lens.
We prioritize brands and products that are:
- Free from harsh or questionable ingredients
- Made with naturally derived, plant-based formulas
- Cruelty-free and ethically produced
- Transparent about sourcing and sustainability
- Often Canadian, woman-owned, and indie-made
We’re proud to support makers who share our values — and to offer products you can truly feel good about.
OUR ROOTS
born from a passion
Truth Beauty began in Waterloo, Ontario with a simple goal: to make clean, natural beauty accessible. From our earliest days, we’ve focused on more than just great products — we’ve built a space rooted in care, connection, and purpose.
What started as a small shop has grown into a trusted destination for Canadian-made, consciously crafted beauty and wellness. Every product we carry — and every choice we make — reflects our commitment to doing better: for you, for the planet, and for the next generation.
MEET OUR
owner
Vivian Mirani
In May 2025, Vivian took ownership of Truth Beauty, bringing her journey full circle. She brings a lifelong passion for clean beauty, conscious living, and community care to everything we do.
As a certified aesthetician, mother, and long-time local entrepreneur, Vivian leads with intention — choosing every product, partnership, and path forward with integrity. Today, she carries the brand forward with deep respect for its roots — and a clear vision for the future.
"THE TRUTH BEAUTY COMPANY
is part of my story, and now it’s part of yours. Thank you for being with us on this journey."
MEET OUR
founder
Jennifer Freitas
Since opening the store’s doors in 2010, Jen built Truth Beauty into a trusted source for safe, ethical, and luxurious products — and a hub for conscious consumers. Her leadership helped shape the early identity of the company, inspiring many to embrace a more mindful approach to beauty.
Her mission lives on in the company’s DNA: a commitment to transparency, sustainability, and community care.
We are grateful for her vision and dedication, which laid the foundation for everything Truth Beauty stands for today.
