Makeup that's made to love your skin. Non-toxic, safe & glamorous.

True + Luscious is setting the trend. All of our products consist of richly pigmented, skin-soothing, makeup and skincare.

As Seen in

ingredients

CLEAN FORMULAS.

REAL RESULTS.

With True + Luscious, it's easier than ever to make the switch to clean, better-for-skin (and the planet!) makeup that's packed with rejuvenating botanicals and developed with pro-makeup artists for amazing results!

ingredients

BESTSELLERS

Skincare-powered makeup essentials for your clean routine

BROW DEFINER PENCILS

A smooth, long-wearing brow pencil is all you need to define, fill, and shape your brows with quick and easy precision.

NEW & TRENDING

GOOD. CLEAN. GLAM.

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, phthalates, SLS, hormone disruptors, carbon black, and mineral oil.

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.

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