Alexandria MacFarlane (Truly Lifestyle Brand)
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Alexandria MacFarlane, Founder of Truly Lifestyle Brand
On this episode of Marketing News Canada, Darian Kovacs interviews Alexandria MacFarlane, the Founder of Truly Lifestyle brand.
Alexandria is a talented young entrepreneur. She began her career as an influencer. She used to sell her clothes on Instagram, which gained her a significant following and trust from her followers. Whenever she was having a bad day she said always turned to skincare because it was something she was passionate about and it relaxed her. With this being said, when she knew she wanted to start her own brand, she knew skincare was the right choice for her.
There are many reasons why we need good skincare, explains Alexandria. It is the body's largest organ, and everything you put on it, it absorbs. Skincare, if done right, can ensure youthful and glowy-looking skin.
The interesting thing about skincare is that many people care more about the packaging and branding than the ingredients of the products. Alexandria is more drawn to natural products with simple ingredients. Such as witch hazel as a toner. Witch hazel is very natural and is often sold in “unattractive” packaging simply because it is just a natural product.
Alexandria said, “I saw the business opportunity to sell and market naturally occurring products that I already know and love, in just a more appealing way to consumers.” Her products are all-natural and that is important to her. She said that everyone wants a pretty and appealing bathroom counter.
The brand Truly is all about enhancing your natural beauty, not changing your appearance. A brand Alexandria would like her products to be compared to is Glossier. They are all clean natural products meant to highlight your natural beauty and features.
One of Alexandria’s biggest goals was to make the 30 under 30 for BC Businesses List, and she did accomplish this. Her next goal would be to be on the Forbes 40 Under 40 list. She believes that with hard work and dedication, she can achieve this. Her brand has been growing at a rapid rate, and if this continues this goal could be made a reality.
Truly is sold only online right now, however, she has considered moving into retail space. The dream retailer in Canada for her to be in would be Sephora, and in America would be Ulta. A brand she looks up to is Cheekbone Beauty because not long ago they were also a small start-up, with a big purpose and they were able to move into her dream retail space of Sephora.
Alexandria is a committed entrepreneur. She is dedicated to her business and seeing it grow. Highlighting natural beauty is important to her, as well as producing organic products she can be proud to call Truly.
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