In the ever-evolving landscape of beauty and wellness, Miriam Abadi emerges as a dynamic visionary, reshaping the conversation around authentic beauty standards. After a distinguished 13-year career in marketing for a multinational company , Miriam recognized the paramount importance of mental well-being, prompting her to embark on a transformative journey.
In 2021, Miriam founded TRU & Beyond, the Middle East’s pioneering wellness and beauty platform, transcending conventional norms. What began as a platform for wellness and beauty recommendations has now evolved into a global representation of beauty and wellness artists, an organizer of workshops, a consultant for international brands, and a host of sought-after pop-ups across the Middle East.
The most recent highlight was the Wellness and Beauty pop-up set against the breathtaking backdrop of Lebanon’s prestigious mountains, featuring artists from around the world offering unparalleled services.
Miriam Abadi candidly discusses the challenges facing young girls today, emphasizing the detrimental impact of unrealistic beauty standards perpetuated by the filter culture. Miriam advocates for a shift towards inner beauty, asserting that genuine confidence radiates from within.
The genesis of TRU & Beyond was rooted in Miriam’s corporate experience, where she discovered the dearth of reliable recommendations in the cluttered world of social media. Her vision for TRU & Beyond was to provide a curated, transparent platform bringing together global beauty and wellness experts to offer authentic advice and insights.
The name “TRU & Beyond” reflects the platform’s commitment to transparency, authenticity, and going beyond superficialities. It encapsulates the essence of a holistic, wellness-focused approach to beauty.
Miriam’s passion for the industry is evident in TRU & Beyond’s curated content, showcasing non-mainstream experts dedicated to adding genuine value to people’s lives. Her journey from a corporate executive to an impact entrepreneur is an inspiring narrative of aligning one’s passion with purpose.
Acknowledging the challenges and stereotypes surrounding influencers, Miriam shares her personal journey, emphasizing the importance of self-discovery and staying true to one’s instincts. Her resilience in the face of judgment exemplifies the mental fortitude required in the influencer realm.
Miriam Abadi’s vision for the future envisions a bustling office filled with creativity and innovation, spearheading groundbreaking ideas for TRU & Beyond and her own skincare brand. As a mentor, coach, and creator, Miriam is committed to empowering individuals to find their superpowers and succeed on their unique paths.
In conclusion, Miriam Abadi’s story is one of empowerment, authenticity, and resilience. TRU & Beyond stands as a testament to her dedication to destigmatizing beauty discussions and fostering a community where everyone, from a monk to a supermodel, feels welcomed and accepted. Miriam’s journey is an inspiring beacon in the ever-evolving landscape of beauty and wellness.
