truly

Founded in 2013 by Maxx Appelman, Truly Beauty (originally Truly Organics) is a Los Angeles-based personal care brand that has built a massive following through its highly visual, dessert-like formulations. The brand targets Gen-Z and millennial consumers with a playful, unapologetic approach to body care, focusing on often-neglected areas like the chest, bikini line, and buttocks. Truly’s signature style is defined by its vibrant, swirled body butters, serums, and shaving products, which are packaged in heavy glass jars with gold lids, resembling high-end confections.

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