Truly

Truly was founded by Maxx Appelman and grew from his early experiments in personal care into a Los Angeles beauty brand known for bold color, playful names, and highly recognizable textures. The company developed around the idea that vegan, cruelty-free formulas could still feel indulgent and use performance-focused skincare ingredients.

The assortment spans body scrubs, shave and after-shave care, serums, creams, cleansers, targeted treatments, haircare, and fragrance. Truly products are often organized into coordinated scent and routine families, making them easy to layer across body care. The brand is a fit for shoppers who enjoy sensorial formulas and focused solutions presented with a bright, expressive point of view.