T.R.U.E. BEAUTY
MADE JUST FOR YOU
TRUSTED
We've earned prestige among beauty professionals and enthusiasts. As an industry leader in professional cosmetics for over 20 years, we have established trust and loyalty for our commitment to clean, high-quality formulas.
REAL
We source real, clean, skin-loving ingredients and produce safe and dynamic formulas for high-performance, comfortable wear free of fillers and substitutes.
UNIVERSAL
We seek to create an inviting beauty experience for all by fostering individuality and championing self-love. We aim to break barriers formed from unrealistic beauty standards to embrace the idea of universal beauty where everyone is welcome, supported, and celebrated.
EFFECTIVE
We believe that clean beauty should not sacrifice performance. From vetting the optimal balance of pure and potent, to examining the strength of color payoff and wearability, we work with renowned labs to create products that are not only clean, but powerful, innovative, and effective.
