Case study
Why brands choose to build with Blanka
True Beauty
From Father to Founder: Building a clean beauty empire with family in mind
Case Study | March 2025
Industry Cosmetics | Audience Sustainable Beauty Consumers | Products Lip Gloss & Lip Stick
Michael has always has an entrepreneurial mindset, building businesses from the ground up by spotting gaps in the market and filling them with better solutions. His latest venture, True Beauty, was born from something more personal: his daughters.
Watching them experiment with makeup over the years, Mike became increasingly concerned about the ingredients in each product. He wanted to create a beauty line with safe, clean, high-quality products, he could trust even for his family to use.
The problem
Mike knew launching a clean beauty brand wouldn’t be easy. The industry is overcrowded already with suppliers prioritizing cutting costs over product integrity. He was determined to build a brand that, not only could customers relay on, but his family would be proud of and be able to stand behind the premium, cruetly-free, North American-made formulas too.
Finding a supplier aligned with his vision seemed impossible with most lacking transparency, outsourcing to other countries, and requiring high upfront investment in order to unlock premium products.
Until he found Blanka.
“I wanted to create products that my daughters and their friends could use without worrying about harmful ingredients. But finding a supplier that shared my values and offered top-tier quality was incredibly tough.”
The solution
At a trade show Mike discovered Blanka amongst hundreds of other vendors and realized this was the perfect solution to bring his vision to life.
With Blanka’s high-quality products, diverse product catalog, and print-on-demand offering, he could create his premium beauty brand without compromising on quality or ethics.
True Beauty was able to
✔️ Build a brand identity - fully rooted in clean beauty, transparency, and trust
✔️ Stay committed to their clean beauty mission - selecting products that are free of harmful chemicals, cruelty-free, and North American-made
✔️ Build a high-end product line - with formulas they can trust to perform as beautifully as they look
✔️ Start & scale confidently - with no minimor order quantities and the flexbility to build the product line that’s right for them
The result
Since launcing True Beauty, Mike has built a loyal customer base that values high-quality, ethically produced makeup products. His lip glosses and lip sticks have become fan favorites among not only his customers but his girls as well!
What started as a passion project inspired by family, has grown into a brand that’s setting new standards for clean cosmetics.
Mike is currently focused on establishing strategic partnerships with celebrity makeup artists to expand his online presence and structure True Beauty for continued growth.
Advice from the Founder
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Stay true to your values
"If you wouldn’t use the product yourself, why sell it? Quality and trust matter.”
Don’t cut corners
“It’s tempting to go with cheaper suppliers, but customers know the difference. Invest in great products.”
Be bold in your branding
"Find your niche and own it. Clean beauty is more than a trend—it’s the future.”
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