SaraJane is a beauty entrepreneur and founder of the brand, TRU skincare. In this interview, SaraJane shares what sparked the idea for TRU, how the brand began, and some of the challenges she’s faced along the way!
Beauty and the Dirt: What motivated you to start your own skincare line?
SaraJane: As a young woman growing up in a beauty obsessed world of products, I found myself feeling locked out of the beauty industry because of my sensitive skin. Let me explain…I felt pigeon holed, a world away from products that I would read about in my monthly subscription of magazines. I think it was the issue of sensitive skin and how it was described, viewed and treated as if it was something to be scared off. I decided it was me that was going to create a brand to destroy this image and make a positive change.
I created, developed and took to market (struggled but got there!) TRU – Believable skincare, a brand developed specifically for sensitive skin but not exclusively for.
Beauty and the Dirt: There’s a lot of science behind creating beauty and skincare products. Did you have previous experience or did you just learn along the way? How long did it take you to develop Tru?
SaraJane: I trained at Mary Reid School of Beauty in Edinburgh when I was 18 so I was exposed to using different brands & different products. But my in depth knowledge of skin came from my experience with my own skin, everyone knows their own skin, they know what works and what doesn’t. It took two years from start to launch in Fenwick Bond Street on 1st November 2013. I am making small changes as I continue to learn, no matter what age we are, we always learn and I take inspiration from everything around everyday, whether it be something my daughter says or a design from the catwalk…inspiration is all around we just have to be receptive to it.
Beauty and the Dirt: How is your skincare line different than traditional commercial skincare products?
SaraJane: We are free from ‘nasties’, we are as natural as can be (over 95% to be exact), we target your skin concerns (hydration, anti-aging), we are dermatologically tested, we do test on humans (not animals!), we are manufactured in Britain, our essential oils are used to benefit your skin and wellbeing, and we are unpretentious.
Beauty and the Dirt: How did you develop your initial client base and break into the skincare market?
SaraJane: Our initial client base were the people who were close to me – family & friends who had to endure listening to me endlessly talk about tru and everything involved (I am forever thankful!). So, when they got their hands on it, it was the start of the Tru revolution, our client base has grown from grass roots from all those believers: people who believed not only in me but what I was trying to create, the vision I had and most importantly the products.
Beauty and the Dirt: What are some of the challenges you’ve faced and would you have done anything differently?
SaraJane: To break into such an overcrowded and competitive industry has been nothing short of a complete struggle and that’s the truth. There is nothing I would do differently. I am of the belief that we learn every step of the way on a journey and at the time, it was the right thing to do, no point in regrets. Don’t get me wrong there has been plenty of people who have criticised me but at the end of the day they don’t walk in my shoes and everybody’s journey and life path is different.
I wouldn’t be lying if I were to say that there has been hurdles/challenges/obstacles every step of the way. The thing is, when you are inspired – right down to your very bones believe what you are creating will make a joyous difference to people and their skin – you’ll be damned if you let close-minded naysayers stand in your way!
For more information about SaraJane and TRU products, check out their website here!