Indie beauty conversation with tmf (True Makeup Freedom)

22 Jun 2021 --- With art as a focal point in the conceptualization and running of tmf (True Makeup Freedom), we speak to Jill Chambers, founder of tmf, to learn more about the brand’s position as a clean and vegan color brand that is both artist-driven and owned—discovering what this marriage between art and beauty creates.

Can you tell me about your inspiration behind tmf? When did you launch?

Click to EnlargeJill Chambers, founder of tmf. Source: tmf. The brand launched in June 2015. I had been in the beauty industry working with global beauty brands for 15 years as a business executive and lead artist. My idea behind the brand was to offer a 100% clean, non-toxic, cruelty free and artist-grade product line utilizing the highest quality Australian botanicals.

What was missing from the mainstream color cosmetics market that you sought to fill with tmf?

I had severe acneic skin as a teenager and back then, when I launched tmf, there was nothing in the marketplace offering a clean, high pigment alternative. At the same time, I also couldn’t find a high pigment brand that I could use as a professional artist which was also 100% cruelty free and vegan.

What makes tmf stand out in the color cosmetics marketplace?

I think we stand out as we are 100% Australian-made, clean and an artist-driven and true brand.

How does art influence you and tmf?

Art influences the brand so heavily because I have a fine arts degree and background, so before I discovered my love of makeup, it was always about art, especially painting, fashion and design.

How do you hope to instil true freedom in consumers via makeup?

I want people to understand that there are no rules in makeup. Every person is an individual, and the brand can tailor to each person according to how they want to use the products. Some people like to apply with fingers, some with brushes, some with sponges. It’s all fine. We love to see customers using the products in really creative and colorful ways. Free your skin is a mantra we used early. When we launched, the main makeup trend at that time was heavily contoured, thick foundation, and I wanted people to see that there was another way—breathable skin. Why would you want to cover your skin if it is amazing and clear!

What is important to consumers today when choosing makeup, and how does this influence your brand and product range?

Consumers today are much savvier and educated than years ago because they have access to so many sources of information online. Consumers now are not only concerned with how a product looks on their skin, but also what is in it, where it was made and by whom. I’ve noticed over the last year especially, more consumers are looking at how inclusive a brand is and how they give back before making a final choice, which is really great! 

More socially conscious brands out there are what the world needs, and it really has shifted so much in the last few years. When I first launched tmf in 2015, many people would say to me, ‘But do you think customers really care if a product is vegan or clean?’

The answer was always yes! Even though there were many naysayers at the start. Our customers are our top priority. Without them and without filling the gaps they are looking for, we wouldn’t have a brand.

What does utility cosmetics mean to you, and why was it important to provide this?

As an artist, I have always been a big believer in less is more. Buy well, buy your basics, and you won’t need to purchase makeup every month.

Ten products are all you need for a complete look day to night. Primer, foundation, bronzer and/or blush, brow pencil, eyeshadow or shadow palette, eye pencil, mascara, one lip pencil and two different shades of lipstick: one nude and one bold. We try to make the selection simple for customers so that they are not trying to choose from a large range. I believe 95% of consumers are looking for fast, high-quality products they can use day in and day out.

Has tmf modified its marketing and sales strategy amid the pandemic? What have the results been?

Click to EnlargeA shift towards e-commerce has resulted in a better customer experience. Source: tmf.Yes, we have certainly been more focused on our e-commerce presence. As a result, we have been able to offer a better customer experience online. It has always been changing, of course. The marketing landscape moves at such a high pace, so we have to be constantly aware of new trends and respond quickly.

What are the greatest opportunities for tmf in today’s marketplace? 

Securing our customer base in the sensitive skin category who are looking for simple, high pigment clean cosmetics.

What is the greatest challenge you are experiencing, and how are you approaching that?

Probably the biggest challenge is the sheer volume of brands now online. The pandemic has forced so many brands and retailers online who before weren’t so focused on that area. We try to stay across all of this movement and try to keep in line with our competitors as much as we can.

How does tmf hope to impact the color cosmetics market, in both the short and long term? 

In the short term, I would love us to secure our place as a trusted clean beauty brand.

In the long term, I would love the brand to be a household name and well known not only for its products but also for our drive to change the beauty landscape and commitment to inclusivity and social justice.

What are you proudest of?

Like pretty much every founder in the world, my work ethic and never-give-up attitude.

How would you like to be known to color cosmetics and the wider beauty consumer market?

As a leader in the clean beauty movement and as a trusted brand to go to if you want honest beauty advice.

By Natasha Spencer-Jolliffe, BPC Insights Senior Editor