Coming November 5th
The beauty marketplace built for today.
Beauty, straight from the brand.
The new way to find beauty you love, see what's in it and buy direct from the brand.
Notify Me
Be first in. Get launch news.
Truemuse opens on November 5th. Leave your email and we'll tell you the moment it's live.
12 days until Truemuse opens on November 5th.
A new kind of marketplace.
Everything that matters in one place. Built for people who love beauty.
All Reviews
Shopper ratings. We never hide a review for being negative.
Ask Lumi
Our AI shopping assistant finds products for your skin, hair and budget, in your own words.
Direct From Brand
Every product links to the brand's official website, so you always buy the real thing.
Product Values
See which claims, like vegan, cruelty-free and fragrance-free, the brand has backed with a certificate.
The app, in your pocket.
Discover, scan and ask Lumi wherever you are.
From first search to the brand's own website.
Discover, understand, then buy direct.
Buy Direct
When you're ready, you go straight to the brand's own website. Truemuse never sells products or takes your payment.
Discover
Search and filter by category, skin and hair type, concern, price and product values, or just describe what you need to Lumi.
Understand
Every advert shows ingredients, how to use it, shopper reviews and product values labeled Certificate provided or Declared by brand.
The next generation of beauty shopping starts here.
Beauty, straight from the brand.
Good questions.
Can a brand pay for a better position?
No. Results rotate every day and every brand gets the same treatment. The weekly Brand Spotlight is chosen by our team based on how shoppers engaged with a brand, and it cannot be bought.
Can I work at Truemuse?
Yes. See our open roles on the Career Opportunities page, or join the talent community if you do not see the right one.
Does Truemuse check or recommend products?
No. Product values come from brands, who are responsible for their accuracy. We show when a brand has provided a certificate, and we never rank or score products.
How do I contact Truemuse?
Use our Contact Us page. Our team is here 9am to 5pm ET, Monday to Friday, and we reply within one business day.
How does Truemuse make money?
Brands pay a monthly subscription to list their products. We never take a share of your purchase.
Is Truemuse a store?
No. Truemuse is an online beauty marketplace. You discover products here, then buy on each brand's own website, so shipping, returns and customer service come from the brand.
Is Truemuse free to use?
Yes. Shoppers never pay to search, save, compare or ask Lumi.
Who runs Truemuse?
Truemuse is operated by Truemuse Incorporated, a U.S. company serving shoppers in all 50 states.
Beauty for everyone.
For Brands
Show your whole catalog to shoppers across the U.S. Every click goes to your own website.
For Shoppers
Find beauty you love by what matters to you, then buy direct from the brand.
Want to be first through the door? Join the list.
Notify MeBe there on day one.
Join the list and we'll email you the moment Truemuse opens.
Are you a beauty brand?
We're welcoming brands now, so your products are ready when shoppers arrive. Set up your adverts today, and there's nothing to pay until November 5th.