Pierce Mattie Public Relations New York & Los Angeles

A self proclaimed "product junkie," Cheri Tracy started out collecting and testing cosmetics at an early age. From her humble beginnings as the president of the Lip Smacker Club in the first grade to her present position at Urban Apothecary, she has an insatiable appetite all things beauty related.

Cheri previously owned a spa in the Chicago area that began as a 1000sqft labor of love. Fifteen years and 15,000sqft later, Cheri had 8,000 clients and began Urban Apothecary as a private label for her spa. Urban Apothecary focuses on mineral makeup, organic skin care and cosmeceuticals. In 1999 she began "Beauty of a Site," which was the first website to bring Indie niche brands to the U.S market. As Cheri received more press, Urban Apothecary became more popular; selling in high end salons and several apothecary's. Cheri decided to sell her spa after her second daughter was born so that she could be more focused on her Urban Apothecary brand and her daughters. Cheri has also launched a bath and body brand this summer called, "Haute Tub."

Working as an industry expert with savvy brands featured in international publications such as InStyle, New Woman UK and Lucky, over the past fifteen years, she has gained an unprecedented amount of knowledge and insight into the world of beauty. She’s a strong advocate for the consumer and is always in search of the latest and greatest beauty products and innovative ingredients. She’s dedicated to demystifying makeup and empowering women to explore their individual beauty.

Cheri Tracy's websites: Urban Apothecary & Beauty of a Site (which features Haute Tub)