I’ll put my hands up and say I wasn’t grabbed by Tru Beauty initially, but once I heard the brand story I couldn’t get hold of it quick enough.
As we all know, eczema is a really troublesome skin condition; it can flare up without the slightest notice or it can just stay around for years at a time. I’ve had it – it’s itchy, sore and debilitating. So, founder, Sarah-Jane Lynch, who has eczema herself, brought the product to market after a long road… first she had to do ITEC qualification in beauty therapy, found a moment to have her daughter, then did a degree in business with entrepreneurship. I think anyone who has eczema knows that there is no feeling of glamour or pampering in scooping out handfuls of grey grease from a large prescription pot, and while that might be essential for some, Sarah-Jane’s aim with Tru is make a skin care range for women (or men) with eczema that looks and feels like the same kind of skin care anyone can use – functional and pampering.
More impressively still, Tru has landed itself a spot in Fenwick – and that’s not easy! Three products are rolling out initially – a cleanser (above – it’s lovely and can be used with cotton pads or water), a toning treatment and a moisturiser. Prices will be around £16 and the range launches on 1st November so do keep an eye out for it.
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