As a self proclaimed “tomboy”, creating and owning a high end skin care company would have seemed a rather unlikely outcome for a young girl growing up in South Bend, Indiana. But such was the fate for Tricia Morris, a now 14 year beauty industry veteran who’s always had her “eye” on the prize. Having re-located to South Florida, her beauty business journey started in 2006, by then a proud mother of two, partnering in what would become a multi-million dollar, name brand beauty product distribution company. After catching the entrepreneurial bug in 2011, she opened her first women owned business; High End Beauty, Inc. over which she still presides today. Through the years, Tricia always had visions of creating her own brand, gaining some valuable insight as a minority partner in celebrity hairstylist Mitch Stone Essentials. Having worked with so many skin care brands over the years, one of her observations was that most skin care companies seemed to add an “eye care” product or two to fill out their line, almost as an afterthought. Thus, her own personal quest to find a company that focused exclusively on the delicate skin around the eyes, especially as we age, ultimately led to the creation of the FixZer Instant Eye Repair and formation of Eyetitude, Inc. in 2019. One year later, now with 5 eye area & sensitive skin care products in tow, and several more in the works, Eyetitude is blossoming in to the kind of company Tricia had always envisioned; focused, dedicated, caring and grateful, (giving back as a member of and donating a portion of proceeds to the National Alliance on Mental Health (NAMI) a cause around which Tricia is extremely passionate. On a personal side, she has been competing on the American Rhythm Ballroom dancing circuit for years, (actually having had a mini dance floor installed in her office so that she could rehearse with her partner, without having to leave work!!l) Despite all her achievements, Tricia always has and always will, put family first. She touts her two beautiful children as her greatest joy in life and nothing is more important. Tricia continues to enjoy the sunny weather of South Florida, currently living there with her boyfriend and two, four legged “children”, Oreo and Cookie!
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