Alicia Nicholson and her husband, Troy Nicholson, are confronting a severe personal and economic crisis as they manage both the potential closure of her small business and the loss of Troy’s job in Nackawic, New Brunswick. Alicia launched Upfront Cosmetics in 2019, growing the venture until its sustainable shampoo and personal care products were stocked in nearly 600 stores throughout North America. Exports to the United States historically accounted for 30 to 50 percent of her revenue. However, mounting geopolitical trade tensions and sweeping tariffs have severely disrupted her operations. Following an initial round of tariffs in 2025, Alicia temporarily halted U.S. orders to adapt, navigating bureaucratic hurdles where products were misclassified under entirely unrelated categories like minivan parts from Russia, aluminum, and steel. When U.S. President Donald Trump imposed additional tariffs this fall specifically targeting Canadian cosmetics and personal care items, the cross-border market became completely untenable. The financial strain is now compounded by local employment instability. Nackawic’s pulp mill is scheduled to cease operations on November 4, resulting in approximately 350 job losses. Troy worked at the facility to provide stable primary income for their household while also assisting with the cosmetics company on his days off. With the mill closure, the family is losing its steady paycheck just as export revenues vanish. New Brunswick Premier Susan Holt has stated her government will support the affected mill workers, though specific assistance measures remain undisclosed. Without viable alternatives in Europe—given that expanding into the U.S. market already required hundreds of thousands of dollars and extensive time—Alicia is turning her remaining focus entirely toward the domestic market. To keep her enterprise alive and avoid relocating their family, she is actively promoting the brand on social media and preparing for several holiday markets across Canada to rebuild local sales.
Source: cbc.ca
