Meet Vivian

Owner of The Truth Beauty Company 

Becoming the new owner of Truth Beauty felt like the most natural, full-circle moment of my life. For me and my colleagues, this space has always been more than a store — it’s a reflection of values, a commitment to wellness, and a place where community and conscious living meet.

Rooted in Clean Beauty

My love for clean beauty and the environment runs deep. It’s part of who I am. After graduating at the top of my class from Gina’s College of Advanced Aesthetics in 2005, I wrote a letter to my future self — dreaming of one day owning a business that aligned with my heart.

Two decades later, that dream has become a reality.

 

A Global Perspective

My path to Truth Beauty wasn’t a straight line — but every experience along the way brought me closer to where I was meant to be.

As a teenager, I spent six formative years living in the Middle East. My time abroad, including later work with the Ministry of Human Rights in Iraqi Kurdistan, gave me a deep appreciation for different cultures and perspectives. Travel expanded my worldview — but it was love for my hometown and this community that ultimately brought me back.

A Journey Through Community

Over the years, I’ve had the privilege of working with some of Waterloo’s most inspiring independent businesses, including Lilies White, Tadpole Children’s Shoppe, and Sass Wardrobe Essentials. Each of these roles showed me the magic of local entrepreneurship and helped shape my values as a business owner: creativity, integrity, and care for community. 

I also created Stare City Guide, a local guide printed by the publication company I founded. Stare City Guide was dedicated to celebrating small businesses and entrepreneurs — including Truth Beauty, which I featured in its earliest days on Willis Way. Looking back, it’s clear that my connection to this space has always been there, quietly guiding me.

These experiences became the foundation for how I lead today: with intention, creativity, and a deep respect for those around me.

Carrying the Torch

When Truth Beauty’s founder, Jen, decided to pass the torch in May 2025, I was honoured to carry the brand forward. With every decision I make — from product selection to partnerships — I’m guided by the same commitment to care, transparency, and conscious living that built this store in the first place.

Why I Do This

Truth Beauty isn’t just my business — it’s a part of my family. It's for my young daughter, who’s growing up watching her mother run a values-based company. And it's for you — our customer — who believes in clean products, shopping small, supporting Canadian makers, and protecting the planet we share.

I’m here for the long haul. I see Truth Beauty as more than a store. I see Truth Beauty as a gathering place, a voice for change, and a place of care. I’m grateful beyond words to be part of this community — because without your support, none of this would be possible.

Thank you for being part of my story — and part of our story at Truth Beauty.