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 rooted in identity, resilience, and a powerful 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 aesthetics landscape while opening doors for other entrepreneurs. Her academy offers advanced aesthetics training, permanent makeup certification, and specialized courses in facials and beauty services.

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

Originally born in Ontario, Laflamme later lived in Vancouver due to foster care placement before being adopted. She now calls Edmonton home and is a member of Lac Seul First Nation. She is also an alumna of amiskwaciy Academy, a Cree-language high school in Edmonton, and remains closely connected to the local Indigenous community.

“I wanted to create something that reflected who I am, and that grew into a bigger mission of mentorship and opportunity,” she explains.

Early Vision and Challenges

Laflamme initially envisioned 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.

After completing online training, she opened her first brick-and-mortar studio, investing approximately $100,000 into renovations. However, within a year, challenges with employee retention forced her to make a difficult decision.

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

That turning point led to a new business model – one that empowers independent beauty professionals such as barbers, nail technicians, and microneedling specialists to rent space while operating 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 favour,” she says.

Today, her Edmonton studio reflects that evolution, with the Beauty 2 Brows Academy operating alongside independently rented spaces, creating both financial stability and a collaborative environment.

Social Media and Recognition

Laflamme has successfully leveraged social media to grow her brand, with more than 30,000 followers on Instagram and a steadily expanding presence on TikTok.

Her work gained national recognition in 2023 when she was selected as one of 40 participants in the TikTok Accelerator for Indigenous Creators, a program led by TikTok Canada and the National Screen Institute aimed at supporting Indigenous digital storytellers and entrepreneurs.

She also reached a significant industry milestone as the first Indigenous artist to be part of the Tina Davies Project Team from 2024 to 2025—an achievement that reflects her growing influence in the permanent makeup field.

Barriers and Resilience

Like many Indigenous women entrepreneurs in Canada, Laflamme faced significant systemic barriers. “One of the biggest challenges was starting without a studio space. I did everything myself – no grants, no loans. I had to save for every step,” she says.

A difficult period in 2025 tested her resilience and sense of direction. “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,” she shares. “That period forced me to rebuild my confidence after almost having a failing business.”

Data from Statistics Canada shows that Indigenous entrepreneurs often face limited access to capital, business training, and professional networks due to systemic barriers. These challenges can make it significantly harder to start and sustain a business—an experience Laflamme knows firsthand.

Mentorship and Influence

Mentorship has played a pivotal role in Laflamme’s growth as an entrepreneur. She credits business coach Natasha Delaney with helping her refocus her strategy and regain clarity during a critical stage of expansion.

“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.

Laflamme also draws inspiration from Eveline Charles, a renowned Canadian beauty entrepreneur whose success in building a network of salons, spas, and educational institutions across Alberta helped shape Laflamme’s own approach.

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

Mentoring Others and Giving Back

Mentorship is now central to Laflamme’s mission. Many of her students and clients have gone on to build successful careers in the beauty industry. “I love seeing people grow. When someone starts in my academy and builds their own business, that’s success to me,” she says.

Laflamme also gives back through her involvement with Braided Journeys, a high school program that supports Indigenous students. Through this work, she provides mentorship and guidance to youth, reinforcing her commitment to uplifting the next generation of Indigenous entrepreneurs and leaders.

In addition, she works with Bent Arrow Traditional Healing Society, where she delivers training sessions that support community development and wellness initiatives.

She acknowledges the emotional realities of leadership as well. “Putting yourself out there can invite criticism, but entrepreneurship is about learning and growing through those experiences,” she adds.

Confidence, Culture, and Leadership

For Laflamme, confidence and cultural pride are essential components of success. “Putting ourselves out there is essential. As entrepreneurs, we grow through what we’re going through,” she says.

She encourages Indigenous women to embrace both their identity and ambition.

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

Looking Ahead

With her expanding business ventures and commitment to mentorship, Laflamme continues to position herself as a strong voice in entrepreneurship and Indigenous representation. Her story and experience make her a compelling speaker for Chambers of Commerce events, industry conferences, and leadership forums.

As she continues to grow her empire, Laflamme remains grounded in her purpose: creating space for others to succeed while redefining Indigenous entrepreneurship in Canada.

Connect with Julie Laflamme and Beauty 2 Brows:
Instagram: @beauty2brows
Facebook: Beauty 2 Brows
Website: beauty2browsstudio.ca
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