Heather Lux was disappointed with the skincare products on the market. She wanted a natural, effective, and luxurious product that would help her skin look its best. This is why she created True North Beauty.
True North Beauty is a blossoming skincare and lifestyle brand that utilizes the unique benefits of Chaga, a wild Maine mushroom. Chaga grows on birch trees in cold weather climates and is especially prominent in Northern New England. It is known for its anti-microbial and anti-inflammatory properties and is dense in anti-oxidants. True North utilizes a patent-pending process to extract these diverse properties to create a Chaga Infused Formula™. The formula reduces acne and redness, helps with fine lines, boosts elasticity and collagen, and helps repair sun damage.
Heather reached out to Maine SBDC at CEI Business Advisor Ann McAlhany in late 2018 for assistance in developing her business plan, creating financial projections and guidance on marketing her products. The pair have worked together extensively over the last year to obtain several rounds of technology-based funding from Maine Technology Institute for her unique Chaga Infused Formula process. Ann also helped connect Heather to several marketing opportunities. She comments, “Ann’s support and MTI’s grant was instrumental in growing our national wholesale distribution channel.”
What started as a passion project has grown into four distinct product lines. True North Beauty offers an assortment of beauty products for the face and body. They exist for the person who is looking to build and maintain their confidence and achieve healthy, clear, skin. It is for those who want to be a part of a community of like-minded individuals who strive to live a full life marked by confidence and passion. True North Beauty’s messaging and products help people live their life to the fullest and encourages them to discover their “true north” – the point that grounds us – as well as discovering their own natural beauty and confidence.
Business Advisor: Ann McAlhany