Meet Liz Trokey of Beautycounter in Chandler

Today we’d like to introduce you to Liz Trokey.

Liz, please share your story with us. How did you get to where you are today?
My background is a numbers girl with a degree in Finance and Banking and Real Estate Investments. I have always loved business but more importantly people. I was 50% owner in a canvas manufacturing company for several years and then a clothing buyer, COO and Sales Manager of a very successful boutique. The connection was always people. I was at a crossroads in my career moving to Dallas, Texas from Montana with my kids and being newly married. My husband travels most weeks and my kids are like most teenagers very busy in activities and sports. I didn’t know how we were going to all make it work.

Beautycounter is a movement I became passionate about in December of 2016 after my mom was diagnosed with Ovarian cancer. It is an education-based company that takes banning over 1500 ingredients in their high performing personal care products seriously. Then the company takes their standards one step higher including a leaping bunny certification and certified Corp B corporation, which is a rigorous third-party certification that ensures a business equally considers people, planet, and profit.

I love the education mission and the idea that I could make it a business of my own with the freedom of working anywhere. Beautycounter was something I decided to join as a consultant because I was passionate about educating people. I later moved my Beautycounter business to Phoenix in the summer of 2018 as the only leader in the company at the time in Arizona. I wanted to share the company that is largely shaking up the cosmetics industry, while also leading the clean beauty movement. It is true if you are passionate about something it will bring you success on all fronts. From day one, I have been working with the Siteman Cancer Center in St Louis (where my Mom is being treated) to bring more awareness to the early warning signs of Ovarian Cancer. A percentage of all my personal sales are donated each month to the Siteman Center for Ovarian Cancer.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I would say that three years ago, when I started sharing how to read labels on your personal care products there was less awareness of the connection to health consequences. Clean beauty was a new concept. Now, people are more aware there is a connection but not sure where to look for a solution. As a country, we are drastically trailing the European Unions and Canada in the regulations being passed on these products

Please tell us about Beautycounter.
I am in the business of people. I educate men and women on how to use the EWG website and learn how to make better decisions when it comes to personal care products. We are a mission-based company and wellness brand with a bold ambition. We deliver our mission in three key ways: creating and distributing safer products, educating consumers about the need for safer products, and advocating for more health-protective laws in the personal care industry.

Since there is no regulation in this industry it is important to understand companies can put whatever they want on the front of the labels usually meaning nothing… 100% safe, all-natural, non-toxic, green, pure, etc.

What sets us apart is that we are not only looking to be the leader but the leader of change. We want other companies to come on board and follow suit encouraging more regulations. Also, what beauty company has an action step? Text “betterbeauty” to 52886 to petition Congress for better beauty laws.

My day never looks the same! I host education events, lead a team of over 120 women who want to build a business of clean beauty and provide the utmost customer service to my personal clients. I am a text or email away for them! I feel customer service is a dying art and I try to make the shopping experience for my clients special but most of all easy and fun!

Do you look back particularly fondly on any memories from childhood?
My favorite childhood memory was going camping on Kentucky Lake with a huge group of family friends. It was easy and pure fun.

Contact Info:

• Website: www.beautycounter.com/liztrokey
• Phone: 406-697-6557
• Email: liztrokeybeautycounter@gmail.com
• Instagram: www.instagram.com/saferchoices.healthyfamilies

Image Credit:
Rhea Wolpoe

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