Beauty has a power to change a day or a life. Embrace its possibilities and accentuate the positive. Without apology and with a really fabulous lip gloss. BeingTRUE introduces truly modern makeup - in performance and shade range, from protection to packaging. Symbiotic with BeingTRUE skin care, this concise cosmetic line brings future-thinking benefits and ancient knowing to enhance beauty that's of the moment and in it. Designed to reveal instead of conceal. Play up instead of coverup. And share the love you get with others. That may be the best beauty tip of all.

protective collection

color collection

BeingTRUE tools

protective collection
BeingTRUE Protective Collection cosmetics deliver a new level of skin protection along with dramatic anti-aging benefits with the new breakthrough super antioxidant Idebenone. Idebenone-enhanced cosmetics bring powerful antioxidant ingredient benefits to daily beauty, and the known skin-bettering benefits of mineral make up find a sophisticated side at last. Offers a wide range of skin tones to adapt to a modern world of diverse ethnicity. Our sleek packaging holds true-skin formulas rich in supporting antioxidants of Vitamin E, and Green Tea plus a natural SPF17 from Titanium Dioxide and Zinc Oxide.

color collection
BeingTRUE Color Collection cosmetics are makeup-artist designed but with skin in mind. Carefully formulated to the ideal in shade, finish and experience, our range is neutral and fashion-forward, subtle and striking.

For eyes, texture is determined by placement; natural for all-over, matte for contour and sheer to saturated shimmering pigments for dimension.

In powder or sheer cream, blushes are designed to extend the natural hues of healthy skin.

The mouth is treated as the soul of the face and our lip colors are created as mood elevators, enhancers, and disguises.

BeingTRUE tools
Our make up brushes are a collection created by uncompromising choices in material, design, balance and function. Each brush is designed for a specific use, cut precisely to fit facial contours and created by hand with hair chosen for specific product and application technique. These are tools that transform the art of makeup into easy modern simplicity.