BESTSELLERS

Skincare-powered makeup essentials for your clean routine

GOOD. CLEAN. GLAM

At True + Luscious, makeup means self-love, and beauty meets wellness in a burst of color.

Led by a founder who struggles with acne and eczema, we make clean-conscious makeup essentials that work with

(not against) your skincare. Infused with the good-for-skin ingredients, precious botanicals and smart science.

ingredients

NEW & TRENDING

Clean Beauty

CLEAN CONSCIOUS COLOR

Makeup that's made to love 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.
100% VEGAN, CRUELTY FREE
We use certified vegan (no crushed beetle carmine or hive-destroying beeswax), and cruelty-free ingredients from trusted suppliers. We are proud to be Leaping Bunny Certified.
SUSTAINABLE & SAFETY TESTED
Safety and stability is key to our process from formulation through to production, so we can create iconic bestsellers that perform with integrity. We follow a minimal packaging philosophy based on reduce, re-use and recycle as our pillars.
Clean Beauty

MEET OUR FOUNDER

“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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beauty

Mehir Sethi