Tru Fragrance

Tru Fragrance & Beauty is a partner and brand-building company focused on fragrance, beauty, and wellness. It works with strategic retail partners, emerging brands, and its own in-house concepts, helping bring products from early ideas to market and supporting their growth. For retailers, Tru provides strategic guidance and execution, developing exclusive product offerings and aligning plans with each partner’s short- and long-term goals. Its experience ranges from supporting new retail ventures to helping established businesses reinvent a category, with an emphasis on building viable business models and customer loyalty.

For emerging brands and tastemakers, Tru offers support across sales and marketing, supply chain management, and financial modeling, tailoring its approach to each opportunity’s needs and potential to scale. Its product development, sourcing, and creative teams draw on global trends to develop concepts and take them through execution. Products can reach consumers through direct-to-consumer distribution, strategic retail partnerships, or both. Tru’s portfolio includes Free People, Undone Beauty, Le Monde Gourmand, Lake & Skye, From Wilds, Tru Western, and other brands.