At the beginning of the global beauty industry, iconic entrepreneurial women such as Estee Lauder and Mary Kay developed the largest cosmetic and skin care firms in the United States and around the globe from scratch.  This took a lot of determination, strength, tenacity, and perseverance. I believe these women did not underestimate a woman’s desire for beauty. These women set out to inspire women everywhere to be the best they could be.  It is my opinion that these women had a great heart for others and the world around them.  In particular, they wanted to support other women in their own personal quest for achievement and a rewarding life.

Today, 2020, women are also choosing lifestyle and health as a part of their overall beauty routine.  These women are willing to be patient with results.  They know that real beauty is built on product quality, and that healthy aging is indeed a lifestyle choice for the longer term.

The journey to healthy  living each decade of life can be challenging.  It takes commitment, hard work, support from family, friends and community. One woman can not do it all alone.

For these reasons and more, is why I decided to take on a another “adventure”, a huge risk at 50 something to start up something new.  My personal journey may be different than other women, it is our own individual story to tell.

I am driven by a passion for healthy living, a commitment to customer-focus, and a desire to support integrated therapies for beauty nutrition and health.  I want to put the truth back into beauty.  It is about lifestyle and taking care of ourselves as best as we can.  Let’s call it like it is, our beauty is generated from within and is directly tied to nutrition and health.  I wanted to create a brand that represented this relentless pursuit of adding value to a woman’s life.  It has been a long and twisting journey,  I have brought this vision to life and begin another chapter this year. More work ahead.  This is what a TruBeauty woman is about.

Adding value to others, while caring for herself.  There are so many stories from millions of women out there.  Most good things take time in life. I look forward to hearing yours.

Priscilla Alden
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