Truly Beauty

Truly Beauty is a United States vegan skincare, body-care and fragrance company that sells directly to consumers through its own site and through retailers including Ulta Beauty and Amazon. It positions itself as a "clean beauty" label built around full-body care, and it grew a large social-media following after relaunching under the Truly name. The brand is the rebranded continuation of an earlier company, Truly Organic, which settled a Federal Trade Commission complaint over false organic and vegan labelling in 2019 [6].

The name appears in some retailer catalogues simply as "Truly"; the company's own site and editorial coverage use "Truly Beauty".

Sources disagree on when the business began, in part because it has operated under two identities. Business databases trace the founding company to 2013 [7], one directory lists 2018 [8], while editorial coverage dates the launch of the current "Truly Beauty" identity to 2019 [5]. The company's own About page states no founding year, founder or headquarters, so these details come only from third-party databases and remain uncertain.

The through-line across both identities is founder Maxx Harley Appelman, who ran the predecessor company, Truly Organic, before it operated as Truly Beauty [6]. Company databases place the current operation in Reno, Nevada [7].

In September 2019, Miami Beach-based Truly Organic agreed to pay $1.76 million to settle a Federal Trade Commission complaint alleging it had deceived shoppers by labelling products as organic and vegan [6]. According to the FTC, some products contained no organic ingredients at all, and others included non-vegan components such as honey and lactose despite vegan marketing. Appelman, the company's chief executive, was named in the settlement. The brand subsequently operated under the Truly and Truly Beauty names [6].

Truly Beauty describes itself with the tagline "Vegan. High Performance. Cruelty Free. Clean Beauty." The company frames its central idea as removing a trade-off, stating that with Truly a customer "no longer need[s] to choose between health and performance." Editorial coverage describes the line as full-body skincare, with formulas aimed at areas and concerns—underarms, décolletage, body acne, razor bumps, stretch marks and discolouration—that mainstream ranges often overlook [5].

The catalogue spans serums and oils, shaving products, body treatments, face care and fragrance, organised into playfully named scent collections such as Unicorn Fruit, Glazed Donut and Vanilla Baby. Frequently cited products include the Unicorn Fruit Whipped Body Butter, the Diamond Baby Treatment Body Serum and the Smooth Legend Shave Kit. Hero ingredients across the range include CBD, shea butter, salicylic acid and plant-derived actives [5]. Reviewed prices ran from roughly $13.90 to $39.90, placing the line in accessible-to-mid-range territory [5].

Truly Beauty was named a finalist in the Beauty Design Awards in both 2021 [9] and 2022 [10]. The company's own press page lists coverage across 2025 in titles including Allure, Marie Claire, Cosmopolitan and Glamour, alongside earlier features going back to 2020. Editorial coverage attributes the brand's visibility to a social-media following built after its 2019 relaunch [5].

The brand is active. Its blog was still publishing in mid-2026, and it drew editorial coverage and retail expansion through 2025 [4].