Fragrance house

Truly Beauty

Founded in 2013, Truly Beauty is a Los Angeles-based beauty brand built around vegan, clean formulations intended to combine health, sustainability, performance, and a luxury experience. Founder Maxx Appelman developed Truly Organics after an earlier organic-lubricant venture, working with a cosmetic chemist on its initial products; the brand began with clean hair and body care and developed a recognizable visual language of colored swirls and decorative packaging. Its Unicorn Fruit Whipped Body Butter is identified as its most famous product and has been described in independent coverage as a bestseller and a TikTok-hyped body butter. The Unicorn Fruit concept also extends into personal fragrance through an Eau de Parfum presented as a more concentrated version of the body butter’s scent. On September 1, 2026, Dollar Shave Club acquired Truly Beauty in its first acquisition. Truly Beauty retains its distinct packaging, tone, community, voice, and identity while sharing back-end capabilities with its new owner.