OUR STORY

What Clean Beauty Means To Us

At True + Luscious, clean beauty means never having to worry about harmful chemicals or irritants that might be lingering in your makeup.

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

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

Above all, our clean beauty ethos is to create the best quality products for you, and giving back to the community with every purchase you make.

GOOD. CLEAN. GLAM

"Makeup essentials that nourish your skin and support your skincare routine.
Developed with pro makeup artists, made for you"

Why We're 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?
Because it’s so important to make sure that your beauty products will hold up in the real world.

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.

Our Founder's Journey

“My journey to create a clean makeup brand is driven by my own struggle with acne and hormonal skin. I am a makeup-obsessed consumer and, to me, a bold lip or smoky eye means much more than just a look - it’s a boost of confidence.

I've spent 15 years in the beauty industry creating award-winning products, and I know color cosmetics can be laden with irritants. I've been waiting for this moment, a time when consumers like you demand clean ingredients in their makeup that match your skincare standards.

It is my mission to create products you can trust and clean up your daily makeup essentials to a quality that would wow even the most dedicated makeup mavens, all the while working with (not against) your skin”

Mehir Sethi

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