Learn more
about our philosophy
The canon of masculinity is constantly changing. The world is evolving. What truly defines us – men – in the face of the transformations of male identity? How can we find our true selves?
We already know that roughness does not go hand in hand with confidence.
Austerity does not make us tougher. Gentleness is not a sign of weakness. And being unconventional does not indicate that we are imperfect. Is there, therefore, a pattern of the "ideal man"? And does such a pattern have to exist? Live in harmony with yourself! And be yourself!
Yes, we are thick-skinned.
In a sense, we men are indeed thick-skinned. Our skin is 25% thicker than women's and does not require as many skincare treatments. However, it still needs care. Above all, solid hydration during the day and regeneration at night. Such simple care helps slow down skin aging, restore its vitality, and provide a sense of comfort.
...it's a true story.
I was searching for effective products specifically designed for the needs of men's skin. The difficulties in finding the right ones motivated me to create my own. Cosmetics that do not push marketing gimmicks and myths. Convenient to use, without a large number of products whose necessity we do not fully understand.
Ones that actually work. Ones where the active ingredients are in genuinely effective concentrations. Ones that are based on knowledge, achievements in biotechnology, and science. I gathered a team of experts who share a similar philosophy regarding men's needs, and with modern men in mind—demanding and seeking quality and effectiveness—we created an advanced line of men's cosmetics. I named it true.
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