Beauty That Goes Beyond SKN Deep

TRU SKN emerged from a desire to provide the tools for daily confidence and self-love. Tangible empowerment to be your TRU self, regardless of race, age or gender. Our growing community thrives on inclusive beauty, creativity and authenticity, proudly reflected within our innovative, vegan cosmetics - the beating heart of our brand. 

From the earliest stages of our TRU SKN journey, we remained steadfast in our commitment to high-quality products with a high-quality payoff, for all skin tones and types. After many meticulous, tried and tested formulations, we finally achieved our coveted makeup range, with beauty products that remain kind to your skin and to the planet. 

Meet Elizabeth, Founder of TRU SKN

Elizabeth’s TRU SKN journey has been a lifetime in the making. “Growing up, I struggled to find makeup products that matched my skin shade when shopping in retail stores. This experience affected my self-esteem and confidence. I quickly realised that my needs weren't being considered or valued when creating these products.” 

Fuelled by a deep passion for inclusivity and a drive to change an all-too-familiar experience for women and people of colour, Elizabeth embarked on a mission to create a brand that left nobody behind, catering to the needs of all and embracing the beauty of our differences. “TRU SKN was born from a desire to empower and make people feel beautiful and comfortable in their own skin. I wanted to set a new standard for inclusive beauty brands, celebrating diversity and ensuring that no one ever felt overlooked or excluded.”

“As the founder of TRU SKN, I’m dedicated to far more than just creating exceptional products. My goal is to foster a sense of confidence, empowerment, and acceptance among our community of customers. I want everyone who uses TRU SKN to feel valued, represented, and celebrated for who they are.”

Sustainable, Vegan, Cruelty-free  


At TRU SKN we are deeply passionate that quality makeup shouldn’t come at a cost to our natural world. From our production process to the ingredients used to make our revolutionary makeup, we choose to be consciously responsible for our output. 

SUSTAINABILITY - all TRU SKN products are made using recyclable materials so they can be disposed of sustainably at the end of their life cycle. We’re also looking to offer refillable options in the future to limit excess waste.

VEGAN - every product we create is 100% vegan and made with natural, plant-based ingredients. 

CRUELTY-FREE - none of our products have been, or will ever be, tested on animals.

Join The Journey of Inclusive Beauty 

Since launching TRU SKN, it’s been an honour to watch our community form and grow within the inclusive space we’ve created. We couldn’t be more thrilled to see how our products have allowed so many to nurture their individuality and uniqueness - becoming their TRU self!

Despite being such a young brand, we’re grateful to already have a number of big wins to our name. It was a real pinch-me moment for us to have TRU SKN featured at a recent pop-up in London’s world-famous Oxford Street, keeping company with a selection of other small businesses on the rise.

Founder Elizabeth also recently partnered with beauty powerhouse Glossier and Black Girl Fest as a selected member of The Black Beauty Grant scheme. Having recently completed the 12-week learning programme designed to support and educate black female business owners, Elizabeth is now in an even better position to take TRU SKN to new heights. We can’t wait to see where this journey will take us, and we hope you’ll join us for the ride. 

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