Beauty Boss: Tami Blake, Founder & Formulator of Free + True

Tami Blake.

Our latest Beauty Boss is Tami Blake, Founder and Formulator of Free + True—a line of active skin care that harnesses the planet’s most potent botanicals and combines them with clean science to bring effortless and effective care to any skin environment. Blake’s own active lifestyle inspired the creation of her product range, featuring locally grown botanicals and boosted with high-tech, clean ingredients. Each product is formulated, tested, and approved by her team of skin care experts and estheticians.

Previously, Blake founded Sweet + True, her first innovative sugaring hair removal product line that is used at her spa in Walnut Creek, California, which contributed to her deeper understanding of skin care. As a certified cosmetics formulator, licensed esthetician, beauty entrepreneur, eco warrior, mother, and adventurer, Blake’s Free + True products offer high-performance results for those that have limited time for complex skincare rituals.

We chatted with Blake, who shared the story behind the brand, her favorite products, beauty and wellness tips, and more. 

When was Free + True founded? What does the name mean?

Free + True was founded in March 2019. The meaning behind the name is rooted in who women are today. Women are busy juggling family, a career, and their passions. We don’t have time for complicated routines, but we want results. So, Free + True is all about women having the freedom to do what matters most with skin confidence.

What inspired the creation of the brand?

I haven’t always been in the skin care and wellness industry. But in 2013 everything changed for me. I took a leap of faith, left my career as a risk manager in the banking industry, and opened a spa. I dreamed of creativity and the ability to offer clean, non-toxic beauty alternatives. But when I opened my spa in 2013, the green beauty options weren't as robust as they are now. I rolled up my sleeves and immersed myself in the study of skin care ingredients and herbalism, which is where I began my journey as a cosmetics formulator. The experience allowed my understanding of skin care to evolve, inspiring a deeper definition of beauty that’s achievable through purpose-driven work, self-care, and time spent in nature and with loved ones. 

When the time came to formulate my skincare line, I considered my active lifestyle—one that leaves little time for complex rituals but requires high-performance results. With Free + True, I created a results-driven, easy-to-use range of products formulated in California with locally grown botanicals and boosted with high-tech, clean ingredients. Every product in the collection is tested and approved by my team of dedicated estheticians. Every product is crafted with love.  

Does Free + True have a hero product?

I’d have to say that Mama Pacha and Body Prophet are the heroes. Mama Pacha contains all the ingredients you need to keep your skin maintained daily if you’re a wash-and-go woman. It feeds the skin antioxidants, hydration, and barrier support with ingredients that promote graceful aging. Body Prophet is an all-over creamy serum and a nod to body care. I dreamed of creating a product that could give the skin on our bodies the same kind of love that we give our faces. Body Prophet also won “Best in Show “at the Indie Beauty Expo in the Body Moisturizer Category previously! 

What are your favorite products from the brand?

They are all heroes in their own rights, but I tend to gravitate towards Ramblin Rose and Freedom Fighter together. Not only do they smell divine, but they are customizable according to my skin needs in the moment. Hydration and barrier support with the right balance of essential fatty acids is the foundation to healthy skin.

Where are your products sold?

Free + True products are available on our website. You can also find the line with estheticians, spas, and beauty retailers committed to clean beauty.  

Future plans for the brand?

Free + True is a lifestyle and wellness brand. From my experience as an esthetician and cosmetics formulator, I look at skin from a holistic perspective. Maintaining healthy skin takes into consideration diet, exercise, and reducing stress. I can’t spill the beans, but we have some exciting wellness products on the horizon. 

Free + True Body Prophet ($48) is a body serum loaded with skin-soothing and free radical-fighting botanicals that nourish dry and dehydrated skin.

What inspires you?

My grandparents were a huge inspiration to me. They taught me the importance of resource conservation, recycling, and growing your own food before it became a large part of the American lexicon. They both had a close connection to the Earth. My grandfather was an almond farmer in the San Joaquin Valley in California. During several droughts, it was my grandparents who really drilled into me the importance of not wasting water, reusing resources, and growing our own food. My grandmother grew her own fruits and vegetables, managed the annual church rummage sale, and sewed outfits for my dolls using recycled scraps of fabric. She was very smart and career-driven, had a degree from UC Berkeley, and worked as an elementary school teacher. They lived a simple yet beautiful life—they didn't preach values, they lived them. Their actions left a huge impression on me. 

Secret to success?

I work hard and execute ideas to the best of my ability. I truly believe that what is meant to be will come to fruition and the right opportunities will present themselves. Work hard, relax, and let the opportunities flow. 

Beauty secrets?

Sleep, eat lots of fruits and veggies, drink water, exercise, maintain a good skin care routine—repeat! All of those actions foster healthy skin, body, and spirit!

Wellness tips?

Reduce stress, eat a balanced diet, and supplement with probiotics. Studies show that there is a connection between what we eat, our gut microbiome, skin, and stress. 

Best advice?

The glass is always half full. I try to look on the bright side and face every obstacle as if it’s an opportunity for personal and spiritual growth!  

Favorite ways to relax?

Tami the Introvert: Me, my dog, a good playlist, and a hiking trail is my favorite way to kick back and relax. That’s what recharges me and gets the creative juices flowing. 

Tami the Extrovert: I like listening to live music! The sense of community around good, uplifting music, and movement are therapeutic.

For more information, visit freeandtrueskincare.com and follow on Instagram: @freeandtrueskincare

[Images courtesy of Free + True]

Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk