University of Westminster alumna Elizabeth Ola, founder of TRU SKN, was featured in a list of 17 Black-owned beauty brands that everyone should know about in an article by Cosmopolitan.
The mission for Elizabeth’s cosmetics brand TRU SKN is to challenge the misconception that Black-owned beauty brands cater only to Black people, emphasising that the company is focused on creating products that work for everyone. What sets TRU SKN apart, according to Cosmopolitan, is its community-first approach, where customer reviews, feedback and needs are taken seriously to ensure people are genuinely listened to rather than simply spoken about.
Elizabeth founded TRU SKN in November 2022 while undertaking her undergraduate studies in Business Management (Entrepreneurship) BA Honours which she graduated from in 2024. The start-up secured funding from the University’s Ignite Fund, which provides funding to current Westminster students to realise their dream projects, such as starting a business, developing a website, purchasing equipment or taking part in a course.
Since its launch, Elizabeth has gone from strength to strength. In the same year she founded the business, she entered Westminster’s Big Idea Competition, an annual University-wide student and graduate business idea and innovation competition, organised by Westminster Enterprise Network (WeNetwork) in partnership with Santander Universities UK. Competing in the Ideate category, she received a Rising Star award, a recognition of early promise accompanied by a £250 prize, which encouraged her to continue refining and developing her business. The following year, with her business at a more advanced stage, she returned to compete in the Accelerate category and placed first after pitching to a panel of industry-expert judges, winning a £5000 prize for her business.
In 2023, she opened a pop-up shop of TRU SKN on Oxford Street through the Small Business Goes Big competition, which selected ten entrepreneurs from all over the UK to feature their businesses on Europe's busiest shopping street. In the following year, she won the SoapBox X Landsec Competition, which provided her with a rent-free London store space of her choice for a month, giving her cosmetics company a home. She also participated in the second cohort of the Elevate programme, also organised by WeNetwork, receiving six months of support and £10,000 in equity free funding.
Throughout her studies and journey developing TRU SKN, Elizabeth has been supported by Westminster’s academics and alumni, including Tej Lalvani, Westminster alumnus, Visiting Professor at Westminster Business School, previous dragon on BBC’s Dragons' Den and CEO of Vitabiotics; and Dr Irene Brew-Riverson, Senior Lecturer at the School of Organisations, Economy and Society.
TRU SKN aims to increase the diversity and inclusion in the cosmetics industry with sustainable products, prioritising ethnic consumer needs and giving customers more options and choice. The company reflects Elizabeth’s core values in the products, including confidence, empowerment, inclusivity and creativity.
Commenting on her recognition, Elizabeth Ola said: “I am beyond grateful, so proud and feel truly lucky to be featured alongside such powerful, Black-owned beauty brands in Cosmopolitan! This recognition means more than words. It fuels the passion behind everything we are building at TRU SKN and reminds me why we do it. Representation matters.
“Being part of this conversation is not just a milestone - it’s a spark. A push to keep showing up, creating space and championing visibility, authenticity and real change in beauty. TRU SKN has always been more than makeup. It is a reminder that beauty is personal, diverse and powerful. And moments like this remind me why I started.”
Rumen Rachev, Student Enterprise Manager at WeNetwork, added: “Seeing TRU SKN featured in Cosmopolitan’s article is a recognition of Elizabeth’s hard work and dedication towards growing her brand, a journey that’s been years in the making. From a student with an idea, conducting research into the market and taking advantage of business support services at our University, to the many hours spent developing products, pitching her business, hosting pop-ups, attending trade shows and building industry connections. It’s a reminder that businesses born from student ambition deserve to be seen and celebrated. Such stories reflect the resilience it takes to build something meaningful from the ground up, and the power of diversity in shaping the future of entrepreneurship.”
“Students and graduates who are seeking help with kicking off a business idea are welcome to our WeNetwork page where we can offer support to develop their entrepreneurial skills and mindset. We support start-ups, side-hustles and freelancers from all backgrounds and abilities.”
Elizabeth’s success shows Westminster’s commitment to the United Nations Sustainable Development Goal (SDG) 8: Decent Work and Economic Growth. Her business also directly contributes to SDG 10: Reduced Inequalities and 12: Responsible Consumption and Production. Since 2019, the University of Westminster has used the SDGs holistically to frame strategic decisions to help students and colleagues fulfil their potential and contribute to a more sustainable, equitable and healthier society.
Learn more about Business and Management courses at the University of Westminster.
