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Meet Keisha Tates of True North Lashes in Inland Empire

Today we’d like to introduce you to Keisha Tates.

Keisha, can you briefly walk us through your story – how you started and how you got to where you are today.
I am a Country Girl from Houston, TX who grew up in a small family with my mom, dad, and a younger brother. I entered straight into corporate America at the age of 19 and grew deep roots with the Fortune 5 company, United Health Group. The young age that I entered Corporate America came out of a mix of necessity and opportunity. The necessity came from being given the privilege to raise my 3-year-old God-daughter. During my 11-year tenure with UHG I held many roles in my ascension of the corporate ladder including, but not limited to Contact Center Representative, Team Leader, Special Project Trainer, Regional Supervisor, Acquisition Liaison Manager to Operations Director/Client Manager. Although I loved managing and developing leaders in the corporate world, I always knew there was more.

Exiting the corporate realm lent itself to a wide-open sea of opportunities. During this time period of vision setting and exploring multiple options for the next career move, the greatest tragedy of my life occurred when I received a phone call during a routine Saturday date night with my now fiancé. As we waited for our food, the multiple phone calls from my Father back to back signaled an emergency of some sort. As I picked up the phone and instantly knew by his voice – I needed to step out and be fully present to listen. The frantic nature of my Mom and Dad’s delivering the news that there had been a motorcycle accident and it was believed that my brother was involved. We took off back to our place, packed bags for what we thought would be a hospital stay time, and drove anxiously towards Naval Air Station Lemoore.

It was on that dark drive that the words that did not register then and still do not register even on days like today “It is him” (describing who the one person was who was murdered in the accident).” His name is CS2 Edwin Tyre Tates of the United States Navy. He was 25 and heading home on his motorcycle where his wife and children awaited his return. He was murdered by a drunk driver who hit him from behind going 94 mph, was 5x over the blood alcohol limit and on his 5th DUI in the state of CA. In a chain reaction my brother was hit by three additional cars.  A husband to his high school sweet heart, and father to four beautiful children, a deeply loyal friend, and the only sibling I was given as a gift to protect love, and experience all the major events of life with as we grew older.

This tragedy is the driving force behind my leap into entrepreneurship and the deeply rooted WHY of True North Lashes.

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?
Smooth road? HA! The leap from a systematically structured corporate environment to building something from the ground up is a challenging road, but it has been the most rewarding. The entrepreneurial road has no standard operating procedures, guidelines, scheduled calls and conferences, and no authority from above guiding and structuring my days and weeks. The road not being smooth has ironically been the greatest part of the journey as I have realized that each new step requires a new level of GRIT, PERSEVERANCE, and CHARACTER in order to be successful. I get introduced to a new part of myself daily.

Some of the struggles along the way involved the sheer monotony of daily practice to perfect my skills, the development of systems and routines to make the business run smoothly, and the building of an extremely loyal clientele in what some consider a saturated market.

Please tell us about True North Lashes.
True North Lashes is a Luxury Eyelash Extension Experience, Product Supplier, and an Exclusive Lash Training Academy. The operations of True North Lashes consist of but not limited to eyelash extension services, training/mentoring passionate new artists, mentoring and preparing other entrepreneurs and small businesses by giving them the skills needed to lay solid foundation, build and flourish. (Small Business 101 Course)

We are known for operating with professionalism, integrity, and high-quality customer service. We pride ourselves on going deeper than just lashes when it comes to customer relations, striving to create an experience for each client, ensuring they feel special and catered to and more than just a number. True North Lashes is known for ensuring that each client receives customized/ high-quality services, products and training at a fair cost while never compromising integrity. 

True North Lashes is most proud of our client retention, with our very first clients still loyal customers who also feel and spread the mission and business of True North to their friends and family any chance they get. We also pride ourselves on always focusing on staying true to who we are, not allowing the fast growth of the business to have any bearing on how we operate, support, and empower others. 

True North Lashes is set apart from others through the focus on clients as individual humans before anything else, and that the quality of the work performed is never compromised for any reason. True North is a family that lives and breathe our core values of beauty, self-care, honor, and integrity every day in all operations of the business and our personal lives.


  • True Bold Volume Set: $120
  • True Extreme Mega-Volume Set: $140
  • Small Business 101 Training Academy: $300
  • Fundamentals of Lashing Training Academy: $750
  • Teach Me Volume/Mega Volume Training Academy: $550
  • The Trio – Training Academy: $1,400

Contact Info:

  • Website:
  • Email:
  • Instagram: @truenorth_lashes
  • Facebook: True North Lashes
  • Twitter: @lashestrue

Image Credit:

Kifahari, 24/7 Films and Photography, Jessica Morales

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