Finding our True North®

Indie Beauty Expo Recap

Indie Beauty Expo Recap

Last week I had the chance to fulfill a dream of mine that I have had for about 3 years. I was able to have a True North Beauty booth at the Indie Beauty Expo in NYC! Attending this expo is a huge step for indie brands. A lot of time, effort, coordination, energy, money, and strategic planning goes into building a booth and getting accepted into the expo. I would not have been able to do any of this without the help, energy, and support of my team. I truly cannot imagine this experience without Sarah, Brittney, and Michael there by my side.

I knew each team member brought a unique skill set, but I never thought about how well this diversity would serve the greater team. Each one of us put in long hours of standing, talking, and heavy lifting (well, Michael more than the rest of us!) over the course of the Expo. By the end of it, our feet hurt so badly we could hardly walk, we were sleep deprived, and losing our voices, but we were filled with excitement over all the amazing people we met and connections we made (and filled with delicious NYC bagels too!).

Another huge component as to why I was able to make this dream a reality this year was largely due in part to a grant that I applied for, and received, from Maine Technologies Institute. Without their matching grant we could not have had the presence we did at the show. I feel so grateful to live in a state that supports entrepreneurs in such meaningful ways and so appreciative that MTI recognizes the value in getting Maine start-up companies exposure.


It’s crazy to think that just last year I was envisioning myself at Indie Beauty Expo and soon after I get invited by IBE to walk the Dallas one and then land a grant to attend the NYC one. I believe everything happens for a reason and that is a huge part of the reason why my word for the year is trust. I have been trusting my journey more than ever this year and it really has paid off to listen to my gut. I originally wanted to attend IBE last year but my instinct told me that I was not quite ready. That was hard for me to trust my intuition because like many other people, I want to reach my goals now and can have a hard time pacing myself. But I started to trust my inner voice and I’m glad I did. The past year has allowed us to get the operations solid, to build an amazingly strong team, and to create a strong strategy and plan that allowed us to walk into IBENY2019 with the ultimate confidence.

I can’t wait to see what the next few month have in store for us as we solidify the connections we made and start working and collaborating with bloggers, influencers, retail outlets, and other indie brands. I am so excited to see where this journey is taking True North Beauty and thank you all for your continued love and support! Without you, none of this would be possible! 

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