Only twenty-something years old, full of entrepreneurial energy, and featured in BC Business’ 30 Under 30 for 2021, Alexandria MacFarlane has established a prominent name for her skincare and wellness brand, Truly Lifestyle, in Vancouver, British Columbia.
What began as a passion project in 2019 has now blossomed into a thriving business with over $1 million in sales. Alexandria attributes her rapid success to the meaningful and authentic connections she has built with her customers, proving that relationships are one of the cornerstones of any lasting brand.
From creating products that prioritize confidence and natural beauty to fostering an engaged online community, Alexandria’s approach to beauty is as genuine as her personality.
How does your background in journalism and social media influence your brand?
My background helps me in many more ways than I could imagine, with the biggest being how to communicate with my audience. My brand, Truly Lifestyle, has a very loyal online community and customer base, and we have created that by constantly reaching out, posting informational content, and valuing the people who connect with us.
What is your philosophy on beauty, skincare, and wellness?
Beauty and wellness have been my favourite things for as long as I can remember. It was always about what gives me confidence and makes me feel my best! One of our little mottos at Truly is, “Feel good, look good.” Feeling good is about taking care of my body inside and out, exuding confidence, and feeling like I’m at my best physically and mentally!
Do you have a favourite product? What does your skincare regimen look like?
It has always been the most complicated question because I have never released a product not on my favourite list. It’s like I’m choosing a favourite child, which is very hard. I would have to say our Truly Brightening Vitamin C Serum is also one of our bestsellers. It is hands down the best Vitamin C serum I have ever tried, and trust me, I’ve tried it A LOT! I only use Truly products in my skincare routine!
You reached a million dollars in sales within just two years! What is your secret?
An inspiring milestone for me, that’s for sure! I want to circle back to what I mentioned earlier: what sets us apart is our constant communication and building that relationship with our audience. Meaningful relationships and understanding your customers’ needs are much more important than a quick sale! It is one of the primary reasons that has helped us build a brand with an excellent foundation of trust.
What’s next for you?
My biggest goal was to make the 30 Under 30 list for BC Business, and now that I have achieved that, I want Truly to become more and more recognized in the PR marketing world. What’s next is for Truly to be featured in Forbes and have Sephora as one of our retailers. The most significant advice I can give is to honestly believe in what you’re offering. If you don’t believe in your product, convincing others to believe in it will be hard. Focus on building relationships with your customers—not just sales.
For aspiring entrepreneurs who are just starting, what advice would you give to them?
The most significant advice I can give is to honestly believe in what you’re offering. If you don’t believe in your product, convincing others to believe in it will be hard. Focus on building relationships with your customers—not just sales.
How do you stay motivated during challenging times?
Staying motivated can be tricky, especially as an entrepreneur when there’s so much on your plate. For me, it’s about remembering why I started Truly in the first place. I try to surround myself with a supportive team, and setting clear, achievable goals also helps me push forward.
What is one lesson you’ve learned that you wish you knew when starting?
I wish I had understood earlier how important it is to delegate. When starting a business, you want to do everything yourself because it’s your vision, your baby. But trying to do it all can lead to burnout.
Hermione Ruan | Contributing Writer
