Trubar exits beauty sector with divestment of No BS
The exit into personal care reinforces its position in the food and beverage industry.
CANADA – Trubar, formerly known as Simply Better Brands Corp., has officially exited the beauty and personal care sector with the divestment of its NO B.S. brand.
The company completed the sale through its subsidiary, NO BS Life, LLC, transferring all assets of the skincare-focused line to an undisclosed third-party buyer described as “arm’s length”.
This strategic move marks a clear pivot for Trubar, which is now concentrating exclusively on its core business: plant-based protein snacks under the TRUBAR label.
The decision to divest NO B.S. aligns with Trubar’s broader effort to streamline operations and sharpen its brand identity in the competitive better-for-you consumer goods space.
Proceeds from the transaction will first be used to settle outstanding obligations, with any remaining funds distributed among the members of NO BS Life, LLC.
Erica Groussman, CEO of Trubar, stated, “The sale of No BS’s business marks a continuation of our efforts to align our corporate identity with the brand driving our growth.”
According to Trubar, the exit into personal care reinforces its position in the food and beverage industry, signalling a focused growth strategy.
However, the terms of the deal were not disclosed.
Beyond skincare, Trubar offers plant-based snack bars packed with protein and indulgent flavor, featuring clean ingredients and dessert-inspired varieties like Cookie Dough, Birthday Cake, and Salty Bar Pretzel.
In the same move, Faace, a UK-based skincare brand, has ceased operations entirely following the collapse of a planned acquisition deal that had been in progress since mid-2024.
Faace offers skincare products such as cleansers, moisturizers, and face masks, designed to support skin through real-life cycles like menstruation, fatigue, and stress.
However, despite securing a triple investment on BBC’s Dragons’ Den and gaining traction across major UK retailers, Faace struggled to maintain momentum in a saturated market and began seeking a buyer last July.
The acquisition, initially agreed upon in August 2024, fell through in recent weeks, prompting Wicks-Stephens to announce the brand’s closure via LinkedIn, citing emotional exhaustion and the inability to continue navigating the highs and lows of entrepreneurship.
According to the brand, the shutdown marks the end of a brand that aimed to simplify skincare for time-strapped consumers while championing ethical and inclusive beauty.
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