The TRUE Story

"My background has been centred around beauty and my experience leading the marketing for numerous premium beauty brands gave me an insight into how much it actually cost to make these products, how much of a premium brands were charging and how little legislation there was when it came to making claims, particularly within natural and organic beauty. There always seemed to be some kind of consumer compromise; either brands feeling like they have the right to increase the price because the word "organic" was written on the box (sometimes without backing) or the consumer had to compromise on the look, feel ethics and efficacy just to get a lower price point. As a beauty consumer myself, I made it my mission to create a skincare brand for you. Something where no compromise is made. We've gone above and beyond to make certified organic, natural, efficacious products in beautiful and sustainable packaging, but we've made a conscious decision to reduce our margins to make it accessible to all and I'm so pleased that our stockists share this vision with us. We've received such incredible feedback from our customers, which means the world to me as this is exactly why TRUE Skincare was created; to make beautiful, organic products accessible to everyone. Because beauty should be inclusive, not exclusive.”

Emma xx

Our Philosophy

Certified Organic

We are proud to be certified organic by the Soil Association, so that you can instantly recognise us as an organic brand by looking for the logo.


As part of our mission to deliver you with honest, effective and ethical skincare, all of the products within the TRUE Skincare range are completely waterless in formulation.


Where possible, English translations of the ingredients are indicated in brackets on our listings, so you know exactly what is going onto your skin.


Elegant and effective skincare doesn’t have to come with a high price tag, so we've made a conscious decision to reduce our profits without compromising on quality.

Cruelty Free

TRUE Skincare products have not, and never will be, tested on animals. We are proud to be a Leaping Bunny approved brand by Cruelty Free International.


All of our products are suitable for vegans and our entire supply chain is vegan from start to finish.


Efficacy of our products is of paramount importance to us, no matter what your skin type. This is why our range contains products to target your specific skincare concerns.


We believe that everyone should be proud to have TRUE products on their bathroom shelf, which is why we haven't compromised on the style and quality of our packaging, which is also 90% recyclable.

MARCH 2018

Driven by her background and a passion to create genuinely organic and natural skincare which is kind to our skin, planet and purses, Emma Thornton launches our first 100% organic Facial Oils

MAY 2018

TRUE Skincare makes genuinely organic, affordable and waterless beauty more accessible by launching with its first retail partner, Holland & Barrett


TRUE Skincare establishes its corporate partnership with environmental charity, Fauna & Flora International

April 2019

TRUE Skincare expands its range with 3 new products and launches with British online supermarket, Ocado


TRUE Skincare wins 6 Beauty Shortlist Awards, including Best Value Skincare Brand and our Founder, Emma, is listed as a 30 Under 30 for the second year running and number 8 in Who’s Who of Natural Beauty by Natural Product News


TRUE continues to succeed in its mission to make beautiful, organic skincare more accessible with regards to both availability and price by launching with Birchbox, Amazon and Boots online.


TRUE partners with Ecodrive LLC to become a carbon neutral (and eventually, negative!) beauty brand, by planting Mangroves to offset all of our carbon emissions, right through the supply chain – From source, to skin

TRUE Enters the Den -
APRIL 2021

Our founder, Emma Thornton, braves the Den and successfully slays four Dragons with our certified organic, waterless skincare products.