OUR STORY

What clean beauty means to us

Here at True + Luscious, clean beauty means never having to worry about what harmful chemicals or irritants might be lingering in your products. 

Our products are made with pure pigments and plant-derived, skin-loving ingredients that are just as effective as they are safe.

It also means being 100% vegan and cruelty-free, and Leaping Bunny certified because our furry friends do not belong in makeup cosmetics.

Above all though, clean beauty is about creating the best quality products for all skin types, so you can look amazing — and feel it, too. #goodcleanglam

"We create top-notch vegan makeup that’s specifically formulated to work in combination with your clean skincare routine. We’re talking products that soothe, nourish, and support your skin instead of working against it."

What makes us different?

While we comply with clean beauty standards set by big-name retailers like Sephora, we go beyond just “free-from” marketing claims here at True + Luscious. Our recipe for the perfect product includes not only clean ingredients — but real science and safety, too.

Why take it a step further?
This means meticulously testing in our lab as well as in the studio with pro makeup artists, customers, and our makeup-obsessed team for high-performance, so that when it eventually reaches your doorstep, it’s absolutely perfect and includes the best vitamins for skin.

Our Founder's Journey

“My journey to create a clean makeup brand was driven by my personal struggle with problematic, hormonal skin. I’ve dealt with angry breakouts for as long as I can remember, and sadly, the makeup I was wearing made my bare skin worse. This was extremely difficult for me because I love wearing makeup every day. To me, a bold lip or smoky eye means much more than just a look — it’s a mood, a mission, and a boost of confidence.

While I was able to easily find high-quality clean skincare (i.e. products free from hormone-disrupting, toxic ingredients), it was really hard to find makeup that met my ingredient standards and worked like my old favorites.

This was my Aha! moment. After that, I made it my mission to create a line of clean makeup that would wow even the most dedicated makeup mavens.”

Mehir Sethi