Tami Blake - Founder & CEO

Tami Blake is a beauty entrepreneur, licensed esthetician, spa owner, cosmetics formulator—and yes, even a beekeeper and mother. Her latest venture, Free + True, is a seamless reflection of her life’s work and personal evolution to create science-backed, botanically rich skincare that honors every skin journey.

After launching her spa and professional sugaring brand, Sweet & True, Tami quickly became a voice for inclusive, results-driven solutions within the clean beauty space. Inspired by years in the treatment room and her own struggles with rosacea and post-procedure skin recovery, Tami created Free + True to bridge the gap between clinical performance and holistic care with a focus on barrier repair, hormonal shifts, and hyperpigmentation in skin tones often overlooked by traditional brands.

Grounded in her belief that skincare should be effective, inclusive, and intuitive, each Free + True formula is made with California grown botanicals and boosted by clean, high-performance actives. Her dream was to build a multitasking skincare line that serves both the professional treatment room and the modern consumer. She did exactly that and every product is tested on diverse skin types and approved by her team of estheticians.

Tami credits her success as an entrepreneur to her intensive ballet training and the lessons learned while pursuing her MBA as a young mother, today she defines success by the ability to empower women especially those with melanin-rich or hormonally sensitive skin to feel seen, supported, and confident in their skin.