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Low maintenance skincare routines that deliver high maintenance results.

Tami Blake, is a multi-hyphenate if there ever was one: beauty entrepreneur, licensed esthetician, spa owner, certified cosmetics formulator, beekeeper and mother. Her latest endeavor, Free + True, combines nearly all of them.

After launching her spa and innovative sugaring hair removal product, Sweet + True, Tami’s understanding of skincare began to evolve, inspiring a deeper definition of beauty that connects purpose-driven work to self-care and healing through nature. Influenced by her treatment room and own active lifestyle – she set out to develop an inclusive product collection for those with limited time for complex rituals, but a demand for high performance results.

Through the Free + True collection, Tami masters simple, clean and effective with a range of products for face, body and inner wellness. Each product is uniquely formulated in California using locally grown botanicals and boosted with high tech, clean ingredients. Each Free + True product makes up Tami's dream facial protocol and was formulated, tested and approved by her team of dedicated estheticians.

While Tami credits much of her success as an entrepreneur to her intensive ballet training and the real-life lessons learned while pursuing her MBA as a young mother, today she defines success by the ability to help health conscious women preserve their youth and vitality through mindful living and an active lifestyle..

"Self-discovery is such a powerful process,” she says. "It’s healing, inspiring and makes us better people. It allows us to give back to the world in a meaningful way."

Tami Blake


Woman Owned, Black Owned, Social Good, All Natural, Cruelty Free, Eco-Friendly, Sustainable, Social good, Organic

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The brand has supported and donated a percentage of sales to Inner City Bliss—a nonprofit founded by Andre Humphrey that is dedicated to offering trauma-informed yoga and meditation in person and online to Black and Brown communities in the San Francisco Bay area—for nearly two years. "Andre is the recipient of our first business grant, which is my way of paying it forward," Blake shares. "In 2013, I received a business grant from a local Bay Area company, which allowed me to start my first business, Sweet & True Sugaring. It's my hope that these funds will enable Andre to further his mission on a larger scale."

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