U.S. Tariffs and Mill Closure Threaten New Brunswick Cosmetics Business
Alicia Nicholson, owner of Nackawic-based Upfront Cosmetics, faces potential business closure as new U.S. tariffs halt American orders and the local pulp mill where her husband works prepares to shut down on November 4, laying off approximately 350 employees.
Alicia Nicholson launched Upfront Cosmetics in Nackawic, New Brunswick, in 2019. At its peak, the company's products were sold in nearly 600 stores across North America, with exports to the United States accounting for 30 to 50 per cent of the business.
This fall, President Donald Trump imposed tariffs on Canadian cosmetics and personal care products, forcing Nicholson to stop accepting U.S. orders again. She had previously paused American orders after the first round of tariffs in 2025 before recalibrating and re-entering the market. Breaking into the U.S. market cost Nicholson hundreds of thousands of dollars, making expansion into Europe or other new markets currently unfeasible.
The business disruption coincides with the impending shutdown of the Nackawic pulp mill, which is scheduled to cease operations on November 4. The closure will result in an estimated 350 layoffs. Nicholson's husband, Troy Nicholson, worked at the mill and served as the household's primary financial provider. The loss of that income, combined with the reduction in sales from closed U.S. orders, has raised the prospect of the family being forced to relocate if the business fails. The situation threatens economic devastation for the town similar to a previous mill closure in 2004.
Premier Susan Holt has publicly committed to supporting laid-off mill workers but has not revealed further details on the support measures.
In response to the challenges, Nicholson plans to increase Canadian sales through social media promotion and participation in several Christmas markets.