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TRULY skincare

Rated by Lovi 路 Unbiased, science-based skincare AI trained on real user outcomes 路 How the Fit score works

TRULY is an American skincare brand founded in 2013 and owned by Nexus Capital Management LP since 2026.

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TRULY is beloved for its rich moisturizers and thoughtfully crafted formulas. Its products suit dry, normal, and combination skin best. The standout products for particular concerns include the Glass Skin Facial Serum for acne-prone skin, and the Glazed Donut After Shave Oil for skin with dark spots. Together, these offerings provide a soothing and nurturing addition to any daily routine.

This page covers some of the most popular TRULY products; for the whole TRULY range, with a fit score for every product, use the Lovi app.

TRULY moisturizers

Questions and answers

Is TRULY worth it?

TRULY is worth it because Lovi rates the TRULY-focused routines Superior for dry, oily, sensitive, combination, and acne-prone skin. Every product from the TRULY selections on this page also lists no fragrance in its ingredients.

What are TRULY's best products?

TRULY's best product for dry skin is the Glazed Donut After Shave Oil, which Lovi rates High for that skin type. The TRULY products on this page list no fragrance in their ingredients.

Which TRULY moisturizer is best for dry skin?

Glazed Donut After Shave Oil is the best choice for dry skin, as Lovi rates it High, followed by Glass Skin Facial Serum with an Average fit.

Does TRULY cause breakouts?

TRULY is unlikely to cause breakouts when shoppers use the Glass Skin Facial Serum, which Lovi rates Average for acne-prone skin. However, the Glazed Donut After Shave Oil is rated Low for acne-prone skin and may lead to clogged pores.

Is TRULY fragrance-free?

Yes, every product from the TRULY products on this page lists no fragrance in its ingredients.

What are the key ingredients in TRULY products?

TRULY products on this page feature key ingredients like coconut oil, squalane, aloe vera, glycerin, and green tea extract. Coconut oil helps keep the skin soft and moisturized, while green tea extract helps protect against oxidative stress.

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How do I build a TRULY skincare routine?

To build a TRULY skincare routine, apply the Glass Skin Facial Serum to hydrate and smooth the skin, and follow with the Glazed Donut After Shave Oil to lock in moisture. Lovi rates TRULY-focused routines Superior for dry, oily, sensitive, combination, and acne-prone skin.

What are good alternatives to TRULY?

Good alternatives to TRULY include CeraVe, Cetaphil, Paula's Choice, Neutrogena, Kiehl's, and Dermalogica. These similar skincare brands also have dedicated pages on Lovi for shoppers to compare.

TRULY vs CeraVe: which is better?

TRULY and CeraVe both perform very well, with TRULY routines rating Superior for dry, oily, sensitive, combination, and acne-prone skin, matching or slightly exceeding the fit levels of CeraVe routines. Lovi rates TRULY-focused routines Superior across all these skin types.

Who owns TRULY, and where is it from?

TRULY is an American brand founded in 2013, owned by Nexus Capital Management LP since 2026.

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Is TRULY cruelty-free?

PETA, Leaping Bunny, and Cruelty Free International, the registries Lovi checks, do not list TRULY as cruelty-free.

Research behind TRULY's key ingredients

Behind these ratings

Lovi rates every product from its full ingredient list with brand-independent rules our dermatologists and cosmetic chemists build and review, and personalizes every pick with AI trained on the real results of millions of users. Lovi trains its fit score models on a proprietary dataset built from more than 10,000 expert-labeled products and more than 100,000 simulated examples, following an internally consistent methodology presented at Cosmoprof, AMWC, and Skin of Color Update.

  • Nadia Kapleva, MS

    Nadia Kapleva, MS

    Co-founder, Medical Director

    Cosmetic chemist, cosmetologist, aesthetic products developer

  • Alexey Shagraev, PhD

    Alexey Shagraev, PhD

    Co-founder, CEO and CTO

    PhD in computer science, 3x US patent holder, ex-Google, ex-Yandex

  • Dr. Sof铆a Perea P茅rez, MD, MSc

    Dr. Sof铆a Perea P茅rez, MD, MSc

    Medical Board

    Aesthetic medicine practitioner, MSc in Longevity and Anti-Aging Medicine

  • Aishani Shah, MD

    Aishani Shah, MD

    Medical Board

    Specialist dermatologist, MBBS, MD, IFAAD

  • Asya Zubkova, MS

    Asya Zubkova, MS

    Medical Board

    Cosmetic chemist, SCS, IFSCC member

  • Hanna Kurets, MD

    Hanna Kurets, MD

    Medical Board, Medical Advisor

    Dermatology MD

  • Elina Nazarenko, MD

    Elina Nazarenko, MD

    Medical Board

    Dermatology and diagnostic consultant

  • Victoria Derkova, MS

    Victoria Derkova, MS

    Medical Board

    Cosmetic chemist, cosmetic development technologist

How does it fit your skin?

Scan your face, then any product: Lovi shows how well it fits you and what fits even better.

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