Transparency | Responsibility | Uncompromising | Earth

T.R.U.E. is a new movement in professional beauty. We’ve combined breakthrough Clean formulations with sustainable, innovative packaging for a high-performance experience that’s good for your hair & good for the planet.

Because it’s not just a trend – it’s the future.

Clean, High-Performance Ingredients: T.R.U.E. is free from silicones, PEGs, dyes, parabens, sulfates, gluten & more. carefully considered & Clean without compromise.

Oceanbound Waste Packaging: Out bottles are over 96% Oceanbound Waste PCR (Post-Consumer Resin) & fully recyclable. Plucked from plastic waste before entering the ocean, these resins have a new life in T.R.U.E.

Vegan & Cruelty-Free: T.R.U.E. does not contain ingredients derived from animals or animal by-products. We do not research or test our products on animals.

Positive Impact: We have partnered with the Surfrider Foundation & Oceana, both renowned for their efforts in promoting worldwide ocean positivity & fighting plastic pollution.

Every T.R.U.E. Clean Shampoo & Pure Conditioner purchased will benefit these amazing organizations & the important work they do.