Alicia, Founder of Upfront Cosmetics

Tell me a little about yourself and how you got started.

My path to becoming an entrepreneur in the beauty space was unconventional. It all started when my oldest son Eli was just a baby. As a new mother, I was looking for safer alternatives to use on him. While there were many “safer” brands, none of them were doing things the plastic-free way, and many were still using harsh ingredients such as sulphates. 

Before I knew it, I was doing a lot of reading and researching what cosmetic formulators were doing. I guess you could say; I was a prime example of “If there’s a will, there’s a way.” But I also knew that whatever I created, wouldn’t come in a plastic bottle. I mean, just because shampoo has always come in a plastic container, doesn’t mean that’s the only way. Not to mention, when you have a baby, everything comes in plastic bottles, from the baby oils to powders. 

Not long after, Upfront Cosmetics was born, and I was on a mission to keep our customers safe from harmful chemicals while protecting our environment from unnecessary plastic waste. 

What sets your business apart from others alike?

Upfront Cosmetics stands out for many reasons. First of all, our eco-friendly bars are made to provide a salon-quality finish. All of our products are pH-Balanced for your hair which is not common in most other bar brands. We also formulate our vegan, cruelty-free bars with no sulphates, parabens or synthetic fragrances. In an extremely under regulated industry, we promise to always be upfront with our customers and always make the truth of our creations accessible for your discovery and understanding. 

Out of all your products, which one is your personal favorite, and why?

My personal favourite product is our Nurturing Shampoo Bar. I love this bar because it is made with tea tree oil which is extremely beneficial for both the hair and scalp. The earthy scent gives me an instant boost of energy during my morning showers which I love. This bar is extremely hydrating and is a total must-have, especially throughout the winter months when skin starts to get flakey creating dandruff.

If you could jump back in time to when you first started your business, what piece of advice would you give yourself?

I am so happy with how far Upfront Cosmetics has come in just one year’s time and I wouldn’t change anything that I have done to get me here. However, if I had to give ‘past me’ one piece of advice, it would be to not be afraid to ask for help when needed. I am definitely getting better at reaching out to trusted individuals, but when I first started, I was a little hesitant to do so as I felt like I had to be the one to know and do EVERYTHING.

I wouldn’t be where I am today without the help of many others and I am so grateful for that. I have definitely come to learn that asking for help isn’t a sign of weakness but actually a sign of strength and confidence. I believe that there is always room to learn and grow as both an individual, and as a company, and I have come to realize that in order to find that growth it is important to lean on others to guide me in the right direction and lend a helping hand.

Were there ever any times when you wanted to throw in the towel and call it quits? How did you deal with it?

Throughout my journey with this business, I have gotten frustrated and overwhelmed beyond belief a countless amount of times. However, I have yet to get to the point where I want to call it quits. I have attainable goals for this company and I try not to let anything get in the way from me reaching them. Although there are days that can seem discouraging, I try to remind myself why I am doing what I am doing and continue to push myself through it.


How do you spend your time when you’re not creating?

When I am not working, I am spending time with my family. Family time is so important to me and I try to soak up every minute I can with my littles.

What are some of your favorite things about the town or city you live in?

I was born and raised in Nackawic, NB and now I am raising my own children here. I love the sense of community this small town has. I also love how beautiful it is here, which is something I often take for granted, but this town is surrounded by scenic views all around.

Who’s the person, dead or alive, that you would want to have over for dinner?

If I had the opportunity to choose who I would have dinner with, dead or alive, I would choose Michelle Obama. She is such a sophisticated individual who is an advocate for so many things and I really respect and admire everything she stands for. 

If you could have any superpower, what would it be and why? 

If I could have any superpower, it would definitely be to be able to be in two places at once. Being a Mother and a business owner can be challenging, and if I had this superpower, I feel like so many of the problems I face day-to-day would be solved.  

If you weren’t a maker, what would you be doing? 

I am a Human Services Councillor, so if I were not a maker, I would definitely be doing something in that field of work.