The Empire of Julie: How One First Nation Entrepreneur is Redefining Beauty and Business

By Chevi Rabbit, Local Journalism Initiative Reporter

(ANNews) – Julie Laflamme isn’t just building a business – she’s creating an empire that reflects her identity, resilience, and vision for Indigenous representation in the beauty industry.

As the founder of Beauty 2 Brows, an Indigenous-owned academy and studio in Edmonton, Laflamme is reshaping the beauty industry while providing opportunities for other entrepreneurs. The academy offers advanced aesthetics, permanent makeup training, and specialized courses in facials and other beauty services.

“What began as a small idea eventually grew into a much larger vision than I had ever anticipated,” she explains.

Julie, originally from Ontario, now calls Edmonton home. Her early experiences as a First Nation adoptee helped shape her path into entrepreneurship. “I wanted to create something that reflected who I am, and that grew into a bigger mission of mentorship and opportunity,” she adds.

Early Vision and Challenges

Julie initially planned to run a traditional business model with employees.

“I wanted employees working under me at first, but that didn’t work. Eventually, I realized I wanted to create a studio where I could help other entrepreneurs elevate their businesses,” she says.

She opened her first brick-and-mortar studio after completing online training, investing heavily – around $100,000 – into renovating the space. About a year later, retaining employees long-term proved difficult, and she had to close that location.

“Closing that location and starting over was a really crazy decision for me,” she recalls.

From that experience, Julie developed a model allowing independent beauty professionals – including barbers, nail technicians, and micro-needling specialists – to rent studio space while running their own businesses.

“This approach lowered my overhead and let me focus on mentoring and supporting others. After all the trial and error, it felt like a full-circle moment. Everything kind of just worked out in my favor,” she says.

Today, her renovated Edmonton space houses the Beauty 2 Brows Academy in the back and independently rented studio rooms in the front, a setup that stabilizes costs and supports long-term sustainability.

Social Media and Recognition

Laflamme has leveraged her social media presence – including over 30,000 followers on Instagram and a growing TikTok account – to promote her brand and educational programs. Her achievements were recognized in 2023 when she was selected as one of 40 participants in the TikTok Accelerator for Indigenous Creators, a program presented by TikTok Canada and the National Screen Institute to help Indigenous creators expand their platforms and digital presence.

Barriers and Resilience

Julie’s journey reflects broader systemic challenges faced by many Indigenous women entrepreneurs in Canada.

“One of the biggest barriers was starting without a studio space. I did everything myself – no grants, no loans, nothing. I had to save for every step,” she explains.

A slow period in 2025 tested her resolve.

“I didn’t know which direction to go with the brows, and I kind of felt like giving up. I lost my spark for my academy and struggled to stay afloat. At times, it felt like everyone was against me. That period forced me to rebuild my confidence after almost having a failing business,” she says.

According to Statistics Canada, Indigenous entrepreneurs often face difficulty accessing capital, business advice, training, and professional networks due to structural barriers, including limited banking presence and lower financial literacy. These gaps make it harder to launch and grow a business – a reality Julie knows firsthand. (canada.ca)

Mentorship and Influence

Mentorship has been a cornerstone of Julie’s professional growth. She worked closely with business coach Natasha Delaney, who helped her regain focus, clarify her strategy, and refine her approach to leadership during a critical period of expansion. Julie credits this guidance with allowing her to organize her multiple ventures – including TrueFlex Athletics, her modeling agency, and her studio – while balancing her role as a mother.

“Working with my coach helped me step back and see the bigger picture, separate my businesses, and create a better plan while balancing family and work,” she explains.

Julie also draws inspiration from Eveline Charles, a pioneering Canadian beauty entrepreneur who built a network of salons, spas, and educational programs across Alberta. Laflamme says Charles’s example taught her to think creatively, embrace risks, and pursue innovation in the beauty industry.

“Eveline opened doors for me and encouraged me to think creatively. Her example gave me confidence to take risks,” Laflamme says.

Mentoring Others and Giving Back

Mentoring emerging professionals has become central to Julie’s mission. Many of her clients have gone on to become successful entrepreneurs in the beauty industry, building their own businesses and careers.

“I love seeing people grow. When someone starts in my academy and builds their own business, that’s success to me,” she says.

She also acknowledges the emotional side of leadership:

“Putting yourself out there can invite criticism, but entrepreneurship is about learning and growing through those experiences,” Julie explains.

Confidence, Culture, and Leadership

Julie emphasizes the importance of cultural pride and self-confidence in business.

“Putting ourselves out there is essential. As entrepreneurs, we grow through what we’re going through,” she says.

She encourages Indigenous women to embrace their culture and ambitions. “It’s okay to focus on yourself, be confident, and honor who you are. Business and self-expression go hand in hand, and I want other Indigenous women to know it’s okay to be confident, embrace their culture, and pursue their ambitions,” she adds.

Looking Ahead

Julie’s experience and insights make her an ideal voice for Chambers of Commerce events, professional development conferences, and entrepreneurship forums. These are the kinds of platforms where her story, leadership, and vision can truly shine, inspiring others while sharing practical lessons on business growth, resilience, and Indigenous entrepreneurship.

Connect with Julie Laflamme and Beauty 2 Brows:

Instagram: @beauty2brows
Facebook: Beauty 2 Brows
Website: beauty2browsstudio.ca
TrueFlex Athletics Instagram: @truflexathletics