At True + Luscious, makeup meets wellness in a burst of brilliant color.

We make clean, non-toxic makeup essentials that work with (not against) your skincare.

Infused with the good-for-skin ingredients, precious botanicals and smart science.



Super Moisture Lipstick
118 reviews
Brow Definer Pencil
42 reviews
Lucky Glow Palette
13 reviews
Spellbinder Setting Spray
24 reviews
Angel Eyes Primer
65 reviews
Clean Beauty

Clean Beauty

Makeup that's made for your skin. Non-toxic, safe and glamorous

Feel-good Ingredients Only
We develop richly pigmented, skin-soothing, makeup and skincare without more than 1600 ingredients commonly found in color cosmetics including parabens, talc, sulphates, pthalates, SLS, hormone disruptors, carbon black, and mineral oil. See the list here.
All-Vegan, Cruelty-Free, Gluten Free
We use only certified vegan (no crushed beetle carmine or hive-destroying beeswax), and cruelty-free ingredients from trusted suppliers.
Safety Tested
Safety and stability is more important than ever, and is key to our process from formulation through to production, so we can create iconic bestsellers that perform with integrity.
Clean Beauty


“My mission is to create skin-loving, vibrant makeup with the same clean standards as your skincare”

Driven by a passion for makeup, I’ve spent 15 years in the beauty industry creating award-winning color cosmetics, and I know these formulas can can be laden with skin-irritating fillers, talc, synthetic fragrance and a host of toxic ingredients that could undo all your skincare efforts. My own struggle with acne and hormonal skin keeps me mindful of each proprietary formula I develop with the help of our wonderful chemists and test for pro-grade performance with my favorite makeup artists.

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Mehir Sethi