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
375 reviews
Lucky Glow Palette
11 reviews
Spellbinder Setting Spray
24 reviews
Brow Definer Pencil
21 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


“I created True + Luscious after struggling with acne and sensitive skin while working in the beauty industry for 15 years. I wear makeup to look and feel good, but couldn't find products that were formulated with the same clean standards as my skincare. I'm on a mission to clean up your makeup essentials while innovating for beautiful textures and confidence-boosting results.”

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Mehir Sethi