Truly Beauty is a clean beauty brand that combines vegan ingredients with high-end actives to deliver real results. They offer a range of skincare, body care, and hair care products. These products are designed to nourish your skin and enhance your natural beauty. Truly Beauty focuses on creating products that look and smell great while being effective. All their products are cruelty-free and made with clean, high-quality ingredients.
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Truly Beauty is a skincare and beauty brand that combines the benefits of natural, vegan ingredients with high-performance actives to deliver visible results. The brand emphasizes sustainability and effective skincare, ensuring that their products not only perform well but are also clean and ethical. Truly Beauty offers a wide range of products tailored for different skincare needs, including unique formulations for often neglected areas like the boobs, butt, and belly.
Maxx Appelman’s story is classic founder grit. He dropped out of Arizona State University knowing college wasn’t for him, and jumped straight into entrepreneurship with a scrappy, can-do attitude. His first business? An organic lube brand. It didn’t work out, but instead of throwing in the towel, Maxx took every mistake as a lesson.
By 2018, he launched Truly Beauty with a fresh perspective: make clean beauty fun, luxurious, and effective. He saw a gap in the market where natural products lacked the wow-factor, and premium products were loaded with chemicals. Truly was his answer. Even after hitting a huge roadblock with a $1.7 million FTC fine, Maxx didn’t back down. He regrouped, doubled down on what customers actually wanted, and built a brand that's now loved for its bold packaging and seriously effective products. Maxx’s story is a masterclass in resilience and listening to your market.
Truly Beauty is known for its innovative skincare lines that incorporate top-tier ingredients like hyaluronic acid, vitamin C, niacin amide, and plant-based oils such as jojoba and coconut. Their products cover a broad spectrum from facial skincare to unique body-specific formulas aimed at enhancing the skin's appearance and health.
Notable products include the "Unicorn Fruit Whipped Body Butter" and the "Smooth Legend Shave Kit," which provide targeted solutions for body care. They also offer bundles designed for comprehensive care, like the "Smooth Legend - Complete Collection" which features a range of products for a full-body shaving routine.
Truly's product packaging and overall product design is beautiful. Their ecommerce experience, as well, is very engaging. Product quality aside, their product photography, design and branding alone makes them desirable and eye-catching. Truly Beauty also produces some awesome lifestyle imagery assets that build the high-desire brand.
Truly Beauty has awesome reviews across multiple platforms - their own ecommerce website, Trustpilot, ThingTesting, Target and more. Here is a breakdown on their review count across the business:
ThingTesting: Truly Beauty has 11 reviews and is rated 3.4/5 stars.
Ulta Beauty: Truly Beauty has 1,100 reviews and is rated 4.7/5 stars.
Amazon: Truly Beauty has 4,900 reviews and is rated 4.7/5 stars.
TrustPilot: Truly Beauty has 9,700 reviews and is rated 4.5/5 stars.
Truly Beauty also creates some of the most engaging, thumb-stopping content on social media. If you've ever seen them on TikTok or Instagram Reels, then you what we're talking about. They crush the organic social game and it apparently drives a significant amount of organic demand for them. They have nearly two million followers on both platforms.