Our Story

What Clean Beauty Means To Us

GOOD. CLEAN. GLAM

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.

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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.

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"Never have I ever met a product that lives up so well to its name"

Allure Magazine.

True + Luscious Super Moisture Lipstick lives up to its name, offering a luxuriously hydrating feel with ingredients like hyaluronic acid, konjac root, and vitamin E. This clean, vegan, and cruelty-free lipstick glides on smoothly, leaving a dewy finish perfect for dry winter days. The shade Vintage Rose provides a natural, versatile look that suits everything from casual to bold makeup days.

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EWG Approved Beauty:

Clean, Safe, and Stunning!

True + Luscious Super Moisture Lipstick has been recognized by the Environmental Working Group (EWG) with an impressive score of 2, indicating its commitment to safe, clean beauty. This low score reflects the product’s carefully selected, non-toxic ingredients, making it a standout choice for those who prioritize both quality and safety in their beauty routine.

Clean Makeup Brands You’ll WishYou Discovered Sooner

True + Luscious is a woman-owned, indie beauty brand celebrated for its commitment to sustainable and clean beauty. Every product, from vibrant eye shadows to nourishing lipsticks and brow pencils, is crafted with pure pigments and plant-derived ingredients. The brand stands out for using eco-conscious materials, like sustainably-sourced wood in place of plastic for eyebrow pencils. Notably, nearly all True + Luscious products score green on EWG’s Skin Deep database, affirming their non-toxic credentials and dedication to safe, ethical beauty. True + Luscious is redefining clean beauty with high-quality, responsibly-made products that empower conscious consumers.

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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