as seen in

clean formulas, real results.

with true + luscious, it's easier than ever to make the switch to clean, better-for-skin (and the planet!) makeup
that's packed with rejuvenating botanicals and developed with pro-makeup artists for amazing results!
led by a founder who struggles with acne, we make clean-conscious makeup essentials that work with
(not against) your skincare.

created in: 2020
head office: 9350 wilshire blvd. suite 203 beverly hills, california 90212

100% vegan, cruelty free 
sustainable & safety tested - feel-good ingredients only 

the founder

“My journey to create a clean makeup brand is driven by my own struggle with acne and hormonal skin. I am a makeup-obsessed consumer and, to me, a bold lip or smoky eye means much more than just a look - it’s a boost of confidence.
I've spent 15 years in the beauty industry creating award-winning products, and I know color cosmetics can be laden with irritants. I've been waiting for this moment, a time when consumers like you demand clean ingredients in their makeup that match your skincare standards.
It is my mission to create products you can trust and clean up your daily makeup essentials to a quality that would wow even the most dedicated makeup mavens, all the while working with (not against) your skin”

mehir sethi

A multi-dimensional complexion palette for face, eyes and body that features expertly curated, buttery bronzers, highlighters and blush that can be layered together seamlessly to create a luminous glow. Handcrafted with pure, concentrated pigments in a sheer base, each luxurious shade can be worn on its own or blended to create an endless range of looks from a healthy glow to full glam.

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