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Conversations with the Inspiring Lauren Evashenk

Today we’d like to introduce you to Lauren Evashenk.

Lauren, can you briefly walk us through your story – how you started and how you got to where you are today.
I got interested in clean beauty about 5 years ago when I found out that the personal care market is essentially unregulated and that most common products are filled with toxic ingredients. When I went looking for healthier makeup, I discovered that labeling regulations are similarly lacking and that choosing a product often amounts to taking a company’s word for it that the item is good for you. I believe we should each be able to choose for ourself what we expose our bodies to and having to be a scientist to wade through all the ingredients on a label doesn’t cut it.

So, I resolved to make my own makeup. I didn’t mean for it to be a company when I set out – I was just making the product I wished I could find. I wanted makeup that had simple, recognizable ingredients that were organic, and ethically and sustainably cultivated. I soon realized that my family, friends, and perfect strangers also wanted healthier makeup, and decided to start selling my products.

It’s important to me that Naked Truth Beauty isn’t just another clean beauty company. We do things differently to ensure that our products are good for our bodies, communities, and environment from start to finish. That means that all of our packaging (including even stickers and padded mailers) is 100% biodegradable and made in the U.S., ingredients are high quality and from reputable suppliers (as opposed to the cheapest we could find) and the makeup itself is handmade in small batches for freshness. We’ve also been fortunate to have the company grow through organic means by people sharing the products with their loved ones, and by partnering with small shops and spas.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The road to entrepreneurship is not an easy one! I decided that I wanted to grow my business by grassroots means, as opposed to raising and investing lots of capital to dive in with bigger companies. That has certainly been a challenge, but it’s also been rewarding because each step comes from genuine interest and validates that we’re providing a valuable product and service. One of my biggest challenges has been that I want to do things differently. The cosmetics industry is well established, and breaking the mold has earned me a few skeptics.

The biggest piece of advice I have is to create the product or service that you would want. It’s easy to get wrapped up in what everyone else is doing, and lots of people will want to tell you what to do or what you should change. Feedback is incredibly valuable, but it’s also important to listen to your instincts. The things that I’ve held my ground on in the face of criticism have become the qualities that I’m told people admire most about my brand.

what should we know about Naked Truth Beauty? What do you guys do best? What sets you apart from the competition?
I hand-make non-toxic, buildable, cream makeup that is designed to accentuate natural beauty, not cover it up. We’re known for our simple, recognizable, organic ingredients, and nourishing formulas that treat the skin while you wear. They also impart a healthy, dewy finish when you need an extra oomph!

We’re especially known for our cream highlighters (“Lumos” and “Arwen”), which have won many converts from matte makeup!

While our makeup is divided into categories (lip and cheek, lid, highlighter), there are no rules! All of it can be used everywhere, which is great for a minimalist lifestyle and makeup bag. We’re also known for our 100% biodegradable tubes. While other companies use recyclable packaging, if those tubes and tins aren’t recycled, they’re just trash. Our biodegradable tubes can be recycled, but they’ll also degrade if they accidentally end up in the bin. I am most proud of our no-compromises-commitment, start to finish, to products that are good for our bodies, communities, environment, and the fact that, our products encourage women to embrace their own natural beauty.

It would be great to hear about any apps, books, podcasts or other resources that you’ve used and would recommend to others.
The best “resource” that helps me to do my best in life is a small female entrepreneur mastermind group that I’m part of that meets weekly. They inspire me, act as a sounding board for ideas, are a source of new information (including too many books and podcasts to choose just one!), push me forward, and generally feed my soul. It’s great to be part of a group of such accomplished, driven women who are lifting each other up.

I was a project manager/producer in my past life, and old habits die hard: I love OneNote. I’m a list-maker and relentless note-taker, and it’s thrilling to be able to access my virtual notebook from any of my devices. It helps me to keep my thoughts organized – I have tabs for everything!

Pricing:

  • Lip & Cheek Colors $36 each
  • Lid Colors $36 each
  • Highlighters $36 each
  • DUO set (lip&cheek in “As If” / highlighter in “Arwen”) $68
  • TRIO set (lip&cheek in “Carrie” / lid in “Little Town” / highlighter in “Lumos”) $99

Contact Info:


Image Credit:
Alison Katica Blomgren Photography, Violet Left

Getting in touch: SDVoyager is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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