WHO WE ARE

In 2014, founder Veatra Cruz, a U.S. Navy veteran and licensed cosmetologist, began offering free and low-cost hair and makeup services, along with financial assistance, to women veterans, military spouses, and dependents. What started as hands-on, personal outreach quickly revealed a deeper need: spaces where women connected to military service could feel seen, supported, and valued.

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As word spread, so did the mission.

In 2019, that grassroots effort was formally incorporated as the Women’s Veterans Alliance, expanding into community workshops, resource navigation, and direct support services. The Alliance became a trusted bridge for women veterans navigating the often challenging transition from service to civilian life.

By 2020, the vision grew even bigger.

The organization rebranded as The Women Veterans Company, reflecting a broader commitment to empowerment, wellness, leadership development, and advocacy. Today, the Company stands as a movement — rooted in service, strengthened by community, and driven by the belief that when women veterans thrive, entire communities rise.

Along the way, The Women Veterans Company has cultivated strong partnerships to extend its impact, including:

• Veatra Beauty – The personal beauty brand founded by Veatra Cruz

• Phenomenol Projects on Demand – Strategic creative and community collaborations

• Bold Breakthrough – Wellness and empowerment initiatives

• Surrender Selfcare – Led by Air Force Veteran Stephanie Gunner

• Bawse Beauty – Led by Denishe Rias

“Glow beyond the Uniform.”

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Empowering women veterans beyond their service through advocacy, community, and collaboration.

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The Women Veterans Company empowers women veterans through evidence-informed, trauma-informed community experiences rooted in wellness, leadership, advocacy, and opportunity, helping women thrive beyond military service.

We envision a future where every woman veteran is seen, supported, connected, and empowered to thrive through community, wellness, leadership, and purpose.