Rooted in her passion for clean skincare, Tami Blake founded Free + True. Before ‘green beauty’ was an industry trend, she’s always been ahead of the times with her natural, ingredient-consious solutions.+ Tell us about your background; what brought you to create the Free + True brand?TB: Free + True was influenced by my experience in the spa industry. After working in corporate compliance, I experienced a total burnout and hungered for a creative outlet. Six years ago, I followed my passions for all things beauty and took the first step in my foray into the spa industry with True Sugaring & Skincare in Walnut Creek, CA. Before ‘green beauty’ was an industry-wide trend, I sought out cleaner skincare alternatives for our clients. While on a trip to Istanbul in 2014, I discovered sugaring, the natural form of hair-removal that uses a paste of sugar and lemon. After introducing it to clients, and seeing how wildly popular and effective it was, I launched the sugaring product brand Sweet & True Sugaring in 2016.My true passion, however, has always been skincare. I began studying and practicing the formulas that would one day become the cornerstones of the Free + True skincare line. Free + True has always been my passion project, and with indie beauty beginning to make inroads into spas I knew there was an opportunity for products that prioritized simplicity and quality to thrive in that space. So I created a collection of eight products that support healthy, hydrated skin, and don’t call for a complicated or extensive routine to see lasting changes. Just two or three products, custom-selected for your skin issues can make a huge impact on your complexion.
I’m constantly on-the-go, and I designed Free + True with my lifestyle, the lifestyle of an active woman, in mind. She’s breaking glass ceilings and making a difference in the world. During the week she’s a powerhouse, but on the weekends she likes to let down her hair and values her freedom. She’s an adventurer at heart, and spends weekends hiking and exploring the world around her. My products are carefully crafted to give busy, outsdoorsy women a chance to address all their needs, with a few customizable products that won’t slow them down. We’re all about keeping the skin youthful, hydrated, and bright while we take on the world!
+ What’s your typical AM beauty routine?
TB: In the morning, I like to wake up around six so I have a chance to meditate, ground myself, and set positive intentions for the day ahead. As a woman who is balancing motherhood and running a business, I keep my skincare routine as simple as possible, using a few quality products every day. I like to start my day with a clean slate, so I do a quick cleanse with Marigold Morning to wash away sweat, dead skin, and oil that collects overnight. After cleansing, I apply Ramblin Rose and 1-2 drops of Freedom Fighter before applying a tinted, mineral based SPF. I don’t want anything too heavy on my skin during the day and like to keep my makeup minimal with just a quick swipe of mascara and lip gloss.
+ Your favorite product to use in your AM beauty routine?
TB: I love Ramblin Rose every morning. It’s a rich, hyaluronic serum formulated with rose water and pomegranate juice that keeps my skin plump and hydrated throughout the day. It’s a great makeup primer, too!
+ What types of ingredients did you use to build your Free + True brand?
TB: As a trained cosmetics formulator and esthetician, I’m extremely ingredient conscious. Free + True uses Earth’s most potent botanicals and cutting-edge clean science to create effective, universal formulas. Our use of organically grown whole plants and clinically proven high tech ingredients work in synergy to hydrate, exfoliate, and protect the skin. With my background, I’ve seen that the root of most skin problems starts with a lack of proper hydration and wanted to focus on ingredients that are proven to nourish skin. Some of the ingredients at the foundation of my line are plant oils, flower waters, hyaluronic acid, fruit enzymes, allantoin, beta gluten, and antarctic peptides, all working to boost hydration and create visible results.
+ Favorite way to quickly freshen up mid-afternoon?
TB: For a quick refresh, I usually step out of the office for a breath of fresh air. If that’s not possible, I’ll reach for a quick spritz of rose water to re-energize. I also love applying Body Prophet during the day to keep my hands moisturized and breathe in the aromatherapeutic and uplifting scents.
+ How do you rest after a busy day?
TB: My life is so fast-paced! I make sure I unplug from all my devices at the end of the day. During warmer months, I’ll walk around the reservoir after work to reconnect with nature, feed my spirit, and allow any new ideas to flow. Every night after I put my son to bed, I unwind with a cup of damiana herbal tea and spend some quality time catching up with my husband.
+ What kinds of products do you incorporate into your nightly beauty routine?
TB: I take more time on my skincare routine in the evenings. I never go to bed without washing my face. Cleansing properly is the most important skincare step, especially at night, because you need to remove all makeup and impurities so that your skin can regenerate and repair itself overnight. Moonlight Milk is my go-to, because it’s the perfect balm-to-milk cleanser and sinks into pores to remove all dirt, oil, and makeup. The beauty of this cleanser is that it leaves behind no oily residue that could potentially hinder the ability for serums and moisturizers to penetrate the skin. About two to three times per week, I’ll gently exfoliate with Moment of Clarity. After misting my skin, I’ll layer on Mama Pacha, and if my skin is feeling super dry, I’ll add three or four drops of Freedom Fighter. Layering all three will give you the same results as an overnight mask and leaves you with silky smooth skin. Every week or so — especially if my skin feels congested — I’ll mask with Raw + Wild, a honey-infused formula that detoxes, brightens and exfoliates. It’s perfect for acne-prone or oily skin types.
+ Your go-to product that you constantly recommend?
TB: Hydration is the foundation of beautiful skin. Not only does it support a healthy skin barrier function, but it protects the skin against environmental stressors as well. Ramblin Rose is an easy product to add to your skincare routine morning or night and it works with any products that you may currently be using, making its incorporation effortless.