Shop by range
Find your colour.
40 products
Face
Complexion, cheeks and glow.
22 products
Eyes
Shadow, liner, brows and lashes.
23 products
Lips
Colour, care and shine.
24 products
Skincare-Infused Makeup
Makeup that cares for skin.
57 products
Skincare
Real ingredients, every step.
18 products
Hair Care
Salon-loved care at home.
11 products
Body Care
Soft skin, every day.
4 products
Baby Care
Gentle from the very start.
Customer favourites
Our best sellers.
The formulas our customers come back for, again and again.
Full Coverage Foundation
Single Pan Blush - Snapdragon Glow
Earthbound Liquid Foundation
Lengthening Mascara | Blackest Black
Start here
Beauty, made simple.
Shade match
Find your foundation shade
Compare our shades with the brands you already use, and order your match with confidence.
New
Volumizing Peptide Mascara
Volume and definition from a skincare-infused peptide formula.
Makeup that cares
Skincare-infused makeup
Foundation, concealer, colour-correcting sticks and lipstick made with skin-loving ingredients.
Free download
The Flawless Base guide
Our step-by-step guide to choosing, prepping and applying foundation.
Shop by skin concern
What does your skin need today?
Pick a concern and see the formulas made for it, or let our free AI skin analysis choose for you.
read.AI analysis
Not sure where to start?
Get your free AI skin analysis.
Snap a selfie or upload a photo, and our Face Analyzer suggests the True Colour Beauty products that suit your skin.
- Takes a minute
- Free
- Personal picks
Lip care
The lip treatment collection.
Sheer tints, deep hydration and a non-sticky finish.
Hydrating Lip Oil | Unbutton
Hydrating Lip Oil | Sheer Red
Hydrating Lip Oil | Sheer Hot Pink
Hydrating Lip Oil | Rosewood
Hydrating Lip Oil | Love Letter
Hydrating Lip Oil | Glass Slipper
Beauty tips
Tips, tutorials and trends.
Expert advice on makeup, skincare and clean beauty.
Skincare Tips
How to Start Using Exfoliating Acids Gently
Exfoliating acids can leave skin looking smoother and brighter. Here is how to start slowly and keep your skin comfortable.
Read the article
Makeup Tips
How to Prep Your Skin Before Makeup for a Smooth Base
Great makeup starts with skin prep. Five minutes of the right steps makes foundation smoother and longer-lasting.
Read the article
Skincare Tips
How to Double Cleanse (and Who Should Do It)
Two quick cleanses take off makeup, sunscreen and the day, without over-scrubbing. Here's the right way to do it.
Read the article
Skincare Tips
Night Routine for Dry and Dehydrated Skin
Layer hydration, then seal it in. A cozy evening routine that leaves dry skin feeling soft and comfortable by morning.
Read the articleAbout True Colour Beauty
Cruelty-free makeup and skincare, made for real life.
True Colour Beauty is a Leaping Bunny certified, cruelty-free beauty brand based in Arlington, Texas. We make makeup, skincare, hair care, body care and baby care, and we list the full ingredients on every product page so you always know what you're putting on your skin.
Our makeup range includes Full Coverage Foundation in 20 shades, Earthbound Liquid Foundation, concealers, blush, eyeshadow palettes, mascara, lip oils and lipsticks. Our skincare-infused makeup adds ingredients like peptides, ceramides and hyaluronic acid to foundation, concealer and colour-correcting sticks.
Our skincare covers every step, from cleansers and toners to vitamin C, niacinamide, peptide and retinol-alternative serums, moisturizers and eye creams, with routines for dry, sensitive and blemish-prone skin. Many of our skincare, hair and baby formulas are COSMOS Organic or COSMOS Natural certified.
Shopping with us
Is True Colour Beauty cruelty-free?
Yes. True Colour Beauty is Leaping Bunny certified, so our products are never tested on animals. See our certificate.
Are your products vegan?
Many of our products are vegan. Each product page lists its full ingredients and notes when a formula is vegan.
Where is True Colour Beauty based?
We're based in Arlington, Texas, and sell online at truecolourbeauty.com. Contact us with any questions.
Finding your products
How do I find my foundation shade?
Use our shade comparison chart to match our foundations to brands you already know, or download the free Flawless Base guide.
Which skincare is right for my skin?
Shop by concern, such as dehydrated skin, sensitive skin or dark spots, or try our free AI skin analysis for personal picks.
What is skincare-infused makeup?
It's makeup made with skincare ingredients, such as peptides, ceramides and hyaluronic acid, so your foundation, concealer and lipstick help skin look and feel cared for while you wear them. Shop the range.
Partners
Do you have an affiliate or pro programme?
Yes. Creators can join our affiliate programme, and makeup artists, salon professionals and beauty students can apply for pro or student pricing. Partner with us.