Fragrance house

Truly

Truly Beauty was founded in 2013, with its consumer launch following in 2015. Founder Maxx Harley Appelman developed the business from an earlier personal-care venture, first establishing Truly Organics as a clean hair- and body-care brand before its later evolution. The brand defines its approach through vegan and clean formulations across hair, body, and skincare, combining health, sustainability, and performance with an emphasis on sensory experience, ritual, scent, and self-expression. In September 2019, the Federal Trade Commission reached a settlement with Truly Organic and Appelman over allegedly misleading organic and vegan claims, barring similar deceptive claims. On September 1, 2026, Dollar Shave Club announced its acquisition of Truly Beauty, placing the brand within a planned multi-brand personal-care platform while retaining Truly’s distinct consumer-facing voice and identity.