Beauty Shopping, the Honest Way
The Online Beauty Marketplace
Truemuse is an online beauty marketplace for the U.S. We help shoppers discover beauty brands, understand what they are buying, and buy directly from the brands that make it.
Beauty shopping online is crowded, confusing and full of lookalikes. We think shoppers deserve one calm place to discover real brands, read shopper reviews and see the facts that matter to them, then buy from the source.
Truemuse is an online beauty marketplace where every purchase happens on the brand's own website. Brands list their products and tell their story here, shoppers get the genuine product, and brands keep their customer relationship.
50
States We Serve, Coast to Coast
7
Beauty Categories, From Skincare to Tools
100%
Of Purchases Made on the Brand's Own Website
How Truemuse Works
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.
For Brands
One place to show your whole catalog to shoppers across the U.S., with every click going to your own website.
A Team That Helps
Our brand team helps you get set up and replies within one business day, 9am to 5pm ET, Monday to Friday.
Advert Listings
A full page for every product, with up to 9 photos, a video, ingredients, product values and shopper reviews.
Brand Profile
Your logo, tagline, story and stores in one place, so shoppers know who you are before they click.
Performance Reports
See views, clicks, scans and your top products in the brand portal, so you know what is working.
Product Values
Add the values your products meet and upload certificates. Shoppers see Certificate provided or Declared by brand.
Reviews and Replies
Reply to shopper reviews and report any that break our policy. A review can never be removed for being negative.
For Shoppers
Everything you need to find beauty you will love, in one calm place.
Ask Lumi
Describe what you want in your own words and Lumi suggests products from real details shared by brands. It never gives medical advice.
Product Values, Clearly Labeled
See claims like vegan, cruelty-free and fragrance-free on every advert, marked Certificate provided or Declared by brand, so you always know who is saying what.
Reviews You Can Trust
Every genuine review is published, good or bad. Brands can reply, but they can never pay to remove one, and you can add your own photos.
Save, Compare and Find Stores
Save products and searches, compare adverts side by side and find brands' own stores near you. It is all free for shoppers.
Scan in the App
Scan a barcode or a label in the Truemuse app to see a product's advert, its reviews and a link to the brand's website.
Search That Understands Beauty
Filter by category, skin and hair type, concern, ingredient, shade and product values, or by who a product is for. Results rotate every day, so no brand holds the top spot.
Our Promise
A Fair Shelf
Results rotate every day and no brand can pay for a better position. Our weekly Brand Spotlight is chosen by our team, never bought.
Clear About Who Says What
Product values come from brands. We show when a brand has shared a certificate or test report, and brands are responsible for their own claims.
Real Businesses
We check that each brand is a real business before its adverts go live. We do not test or endorse its products or claims.
Reviews
Every genuine review is published, positive or negative. Brands can reply, but they can never pay to remove one.
Straight to the Brand
We never sell products or take a share of a sale. Every purchase happens on the brand's own website.
We Promote, We Don't Rank
No expert scores and no "better than" comparisons.
Questions About Truemuse
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.