
Origin story
There’s been a real buzz in the air about True Skincare since it was pitched on BBC Dragons' Den in 2018 by founder Emma Thornton, who was then running her ethical beauty brand single-handedly.
Fast-forward a few years, there is a growing team on board, a new HQ and a line of mega-retailers (Boots, Superdrug and Holland & Barrett, to name a few) stocking the brand. An organic, waterless range that is kind to both the planet and your purse strings is a rare find in the industry. Emma saw a gap for high-quality, affordable beauty formulas in the skincare market and set out to fill it.
It’s no wonder True has beauty insiders in a spin. The brand has already won several awards and is receiving great press – we can’t help but love it, too!
Fast-forward a few years, there is a growing team on board, a new HQ and a line of mega-retailers (Boots, Superdrug and Holland & Barrett, to name a few) stocking the brand. An organic, waterless range that is kind to both the planet and your purse strings is a rare find in the industry. Emma saw a gap for high-quality, affordable beauty formulas in the skincare market and set out to fill it.
It’s no wonder True has beauty insiders in a spin. The brand has already won several awards and is receiving great press – we can’t help but love it, too!
Striving for good
With many parts of the world afflicted by water shortages and standard beauty formulas containing 85% water, True offers a much-needed alternative within the mass-to-premium retail market.
A partnership with Ecodrive that plants mangroves in Madagascar (one of the most efficient ways to offset emissions) supports carbon neutrality "from source-to-skin". True has pledged to donate £5,000 a year to Fauna & Flora International, a charity that protects and preserves environmental ecosystems, from rainforests to vulnerable species and communities.
A partnership with Ecodrive that plants mangroves in Madagascar (one of the most efficient ways to offset emissions) supports carbon neutrality "from source-to-skin". True has pledged to donate £5,000 a year to Fauna & Flora International, a charity that protects and preserves environmental ecosystems, from rainforests to vulnerable species and communities.
Ethics
True is Cosmos Organic, Cruelty Free International and Leaping Bunny certified. Its products contain no palm oil and suppliers are closely vetted. Packaging is almost entirely recyclable.
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