BRAND PHILOSOPHY
FORMULA FIRST
We custom formulate each product, mindful of sourcing the best ingredients from certified suppliers around the world, to create clean, safe, skin-loving makeup that complements your skincare. Our key formulators are super-talented women who love makeup as much as you do, applying cutting edge R&D science and safety testing protocols while maintaining our fabulous, signature color payoff and performance.
SKIN-LOVING INGREDIENTS
100% vegan from day one, we are committed to using cleaner, greener ingredients to find a balance between safe and natural. We love to infuse our formulas with botanicals, flower extracts and organic fruit-powered blends for a truly luscious INCI deck. Our founder’s personal, long-term relationships with ingredient suppliers help us get first dibs on high-quality, ethically sourced vegan alternatives like plant-derived versions of traditionally non-vegan ingredients like squalene and hyaluronic acid.
SKIN-LOVING INGREDIENTS
100% vegan from day one, we are committed to using cleaner, greener ingredients to find a balance between safe and natural. We love to infuse our formulas with botanicals, flower extracts and organic fruit-powered blends for a truly luscious INCI deck. Our founder’s personal, long-term relationships with ingredient suppliers help us get first dibs on high-quality, ethically sourced vegan alternatives like plant-derived versions of traditionally non-vegan ingredients like squalene and hyaluronic acid.
PASSION FOR FUNCTION
As a women-led indie brand, we’re passionate about creating easy to use, functional products you’ll want to use every single day. Lipsticks that hydrate and treat lips, powders that balance oil and banish shine, setting sprays with nourishing skin care elements to lock in your makeup artistry, all without ever losing sight of our ultimate goals: confidence, glamour, fun!
“A clean beauty brand crafted with love, passion and a firm foundation of real world expertise set to break boundaries in color and artistry.”
My job is to develop products balancing the best possible ingredients with safety and stability. Beyond just “free from” marketing claims, our goal is to use logic, compassion (sustainable, fair trade sourcing) and cutting edge formulation science to create non-toxic products we can be proud of.
Mehir Sethi
BEHIND THE BRAND
INCLUSIVITY. DIVERSITY.
SUSTAINABILITY. COMPASSION
BLACKLIST INGREDIENTS
Here’s a list of our blacklist ingredients at True + Luscious. Due to the changing nature of formulation science, we keep adding to this list.
Dibutyl phthalate, Diethylhexyl phthalate, Formaldehyde, Formaldehyde releasers, Mercury and related compounds, Isobutylparaben, Isopropylparaben, Butylparaben, Propylparaben, Toluene, Triclosan, Carbon black, Per- and Polyfluoroalkyl, substances (PFAS), Mineral Oil, Sulfates SLS/SLES,Methylisothiazolinone/Methylchloroisothiazolinone, Tetrasodium EDTA, Retinyl Palmitate, Oxybenzone, Methylene Chloride, Benzalkonium Chloride, Polyacrylamide/Acrylamide, Bisphenol, Animal byproducts (e.g. Beeswax, Lanolin, Musk, Carmine), Resorcinol, Acetaldehyde, Acetone, Paraffin Oil, Coal Tar, Triclocarban, Acetonitrile, PTFE/PFOA, Methyl Cellosolve, Styrene, Hydroquinone, Cocamide DEA/MEA, BHT, TALC, Petrolatum, Hydrogenated Palm Kernel Oil, Allantoin.
TALK TO US
Whether you have a beauty question or need help with your order, please drop us a line.
