# Truly Beauty

> Truly Beauty Inc. (formerly Truly Organic) is a vegan, clean, cruelty-free personal care brand founded in 2013/2015 by Maxx Appelman, offering hair, body, and skincare products; acquired by Dollar Shave Club in September 2026.

Company page on Leadbay: https://mad-max.leadbay.ai/company/trulybeauty.com · loaded 2026-11-06

## At a glance

- Website: https://trulybeauty.com
- Team based in: Sacramento (Leadbay's record; Sources disagree: Los Angeles (trulybeauty.com, a company database))
- Incorporated: California (no. 5148786) (register)
- Registry: California Secretary of State 5148786
- Founded: 2013 (trulybeauty.com and 1 more)
- Founders: Maxx Appelman, Harley Gusman
- Industry: Health, Wellness & Fitness
- Employees: 115 (employees and founders, investors not counted; trulybeauty.com and 1 more)
- Backed by: Dollar Shave Club, Nexus Capital Management, Unilever
- Seen in its site's code: Google Analytics (googletagmanager.com/gtag/js), Google Ads (googletagmanager.com/gtag/js?id=AW-), Shopify (cdn.shopify.com), Google Workspace (MX smtp.google.com) (read 2026-11-06)
- Email: info@trulybeauty.com
- Address: 1401 21ST ST STE R 
 UNDEFINED UNDEFINED
SACRAMENTO, CA 95811

## What it sells, to whom

- Truly Beauty Inc. (formerly Truly Organic) is a vegan, clean, cruelty-free personal care brand founded in 2013/2015 by Maxx Appelman, offering hair, body, and skincare products; acquired by Dollar Shave Club in September 2026. ([pitchbook.com](https://pitchbook.com/profiles/company/267685-12), [crunchbase.com](https://www.crunchbase.com/organization/truly-organic), [beautyindependent.com](https://www.beautyindependent.com/truly-beauty-dollar-shave-club-ceo-larry-bodner-building-another-multi-brand-platform/))

## Why it stands out

- Beauty Design Awards 2022 Finalist ([trulybeauty.com](https://www.trulybeauty.com/blogs/clean-beauty/everything-you-ever-wanted-to-know-about-truly-beauty), [beautydesignawards.com](https://www.beautydesignawards.com/2022brands/truly))
- Featured in Elle, Allure, Vogue, PopSugar, People, Refinery29, Seventeen, Shape, and Cosmopolitan ([trulybeauty.com](https://www.trulybeauty.com/blogs/clean-beauty/everything-you-ever-wanted-to-know-about-truly-beauty), [beautydesignawards.com](https://www.beautydesignawards.com/2022brands/truly))
- Competes with: Sol de Janeiro, California Naturals, Kylie Cosmetics, Glossier, Rare Beauty, Fenty Beauty, Huda Beauty, Pley Beauty, Function of Beauty, Juice Beauty ([tracxn.com](https://tracxn.com/d/companies/truly-beauty/__Zc2xRzkY8U4oRtYSjG8lMwK9nVsGNRN20HILf3Zas00), [cosmetify.com](https://www.cosmetify.com/the-cosmetify-index/2025/q4/), [rivaliq.com](https://www.rivaliq.com/blog/top-beauty-brands-social-media-2023/))

## Products and services

- Body scrubs ([pitchbook.com](https://pitchbook.com/profiles/company/267685-12), [trulybeauty.com](https://www.trulybeauty.com/pages/about-us), [bloomberg.com](https://www.bloomberg.com/profile/company/2032628D:US))
- Shave oils (e.g., Soft Serve After Shave Oil, Glazed Donut Luxury Shave Butter) ([pitchbook.com](https://pitchbook.com/profiles/company/267685-12), [trulybeauty.com](https://www.trulybeauty.com/pages/about-us), [bloomberg.com](https://www.bloomberg.com/profile/company/2032628D:US))
- **Skin serums (Clinical Collection**: Hydrating, Brightening, Smoothing, Clearing, Firming Body/Face Serums) ([trulybeauty.com](https://www.trulybeauty.com/products/the-viral-edit-famous-tiktok-routine), [pitchbook.com](https://pitchbook.com/profiles/company/267685-12), [trulybeauty.com](https://www.trulybeauty.com/pages/about-us))
- Body butters (e.g., Unicorn Fruit Whipped Body Butter) ([pitchbook.com](https://pitchbook.com/profiles/company/267685-12), [trulybeauty.com](https://www.trulybeauty.com/pages/about-us), [bloomberg.com](https://www.bloomberg.com/profile/company/2032628D:US))
- Cleansers ([pitchbook.com](https://pitchbook.com/profiles/company/267685-12), [trulybeauty.com](https://www.trulybeauty.com/pages/about-us), [bloomberg.com](https://www.bloomberg.com/profile/company/2032628D:US))
- Blemish patches ([pitchbook.com](https://pitchbook.com/profiles/company/267685-12), [trulybeauty.com](https://www.trulybeauty.com/pages/about-us), [bloomberg.com](https://www.bloomberg.com/profile/company/2032628D:US))
- Shampoo and conditioner ([pitchbook.com](https://pitchbook.com/profiles/company/267685-12), [trulybeauty.com](https://www.trulybeauty.com/pages/about-us), [bloomberg.com](https://www.bloomberg.com/profile/company/2032628D:US))
- Lotion ([pitchbook.com](https://pitchbook.com/profiles/company/267685-12), [trulybeauty.com](https://www.trulybeauty.com/pages/about-us), [bloomberg.com](https://www.bloomberg.com/profile/company/2032628D:US))
- Face cream ([pitchbook.com](https://pitchbook.com/profiles/company/267685-12), [trulybeauty.com](https://www.trulybeauty.com/pages/about-us), [bloomberg.com](https://www.bloomberg.com/profile/company/2032628D:US))
- Hand soap ([pitchbook.com](https://pitchbook.com/profiles/company/267685-12), [trulybeauty.com](https://www.trulybeauty.com/pages/about-us), [bloomberg.com](https://www.bloomberg.com/profile/company/2032628D:US))
- Fragrance products ([pitchbook.com](https://pitchbook.com/profiles/company/267685-12), [trulybeauty.com](https://www.trulybeauty.com/pages/about-us), [bloomberg.com](https://www.bloomberg.com/profile/company/2032628D:US))
- Sunscreen (Solar Baby SPF 45 Invisible Sunscreen Oil) ([pitchbook.com](https://pitchbook.com/profiles/company/267685-12), [trulybeauty.com](https://www.trulybeauty.com/pages/about-us), [bloomberg.com](https://www.bloomberg.com/profile/company/2032628D:US))
- Body potions (Jelly Booster Pigment Body Potion) ([pitchbook.com](https://pitchbook.com/profiles/company/267685-12), [trulybeauty.com](https://www.trulybeauty.com/pages/about-us), [bloomberg.com](https://www.bloomberg.com/profile/company/2032628D:US))
- Diamond Baby Treatment Body Serum ([pitchbook.com](https://pitchbook.com/profiles/company/267685-12), [trulybeauty.com](https://www.trulybeauty.com/pages/about-us), [bloomberg.com](https://www.bloomberg.com/profile/company/2032628D:US))
- Deodorant (Unicorn Fruit Deodorant) ([pitchbook.com](https://pitchbook.com/profiles/company/267685-12), [trulybeauty.com](https://www.trulybeauty.com/pages/about-us), [bloomberg.com](https://www.bloomberg.com/profile/company/2032628D:US))

## Customers and markets

- **Customers**: Gen Z consumers, Women seeking body care solutions (butt shaving, bikini-line care, body acne), Ulta Beauty shoppers, Walmart shoppers, Target shoppers, CVS shoppers, Boots UK shoppers, TJX shoppers, Anthropologie shoppers, Nordstrom shoppers, Sephora EU/Mexico shoppers, Shoppers Drug Mart shoppers, TikTok Shop users, Amazon shoppers, Walgreens shoppers ([beautyindependent.com](https://www.beautyindependent.com/truly-beauty-dollar-shave-club-ceo-larry-bodner-building-another-multi-brand-platform/), [retaildive.com](https://www.retaildive.com/news/dollar-shave-club-acquires-truly-beauty/829291/), [prnewswire.com](https://www.prnewswire.com/news-releases/dollar-shave-club-announces-acquisition-of-truly-beauty-302865796.html))
- **Markets**: United States (primary market, 65.3% of influencer activity) ([beautyindependent.com](https://www.beautyindependent.com/truly-beauty-dollar-shave-club-ceo-larry-bodner-building-another-multi-brand-platform/), [prnewswire.com](https://www.prnewswire.com/news-releases/dollar-shave-club-announces-acquisition-of-truly-beauty-302865796.html), [modash.io](https://www.modash.io/breakdowns/truly-beauty-influencer-marketing-strategy))
- **Markets**: Mexico (6.4% of influencer activity) ([beautyindependent.com](https://www.beautyindependent.com/truly-beauty-dollar-shave-club-ceo-larry-bodner-building-another-multi-brand-platform/), [prnewswire.com](https://www.prnewswire.com/news-releases/dollar-shave-club-announces-acquisition-of-truly-beauty-302865796.html), [modash.io](https://www.modash.io/breakdowns/truly-beauty-influencer-marketing-strategy))

## Team

- Maxx Appelman, Founder & CEO
- Harley Gusman, Co-Founder
- Kamilla Khanbalinova, Chief Sales Officer (CSO)
- Menal Moddes, Chief Retail Officer
- Robbie Loewenbein, Vice President of Operations
- Jen Lipton, Director of Product
- Stephanie Suarez, Executive Director, Sales Development
- Samara Dayan, Director of Finance

Backed by: Dollar Shave Club, Nexus Capital Management, Unilever

## Latest news

- 2026-09-24 · [Intrepid Advises Dollar Shave Club on its Acquisition of Truly Beauty | Intrepid Investment Bankers](https://intrepidib.com/intrepid-advises-dollar-shave-club-on-its-acquisition-of-truly-beauty/) (intrepidib.com)
- 2026-09-01 · [Dollar Shave Club acquires body care brand Truly Beauty | Retail Dive](https://www.retaildive.com/news/dollar-shave-club-acquires-truly-beauty/829291/) (retaildive.com)
- 2024-02-16 · [Truly Beauty Expands with Strategic Executive Appointments | Happi](https://www.happi.com/breaking-news/truly-beauty-lsquo-poised-for-global-expansion-rsq/) (happi.com)

## Where to find more

- [The Viral Edit: Brightening Edition | Body Glow Set](https://www.trulybeauty.com/products/the-viral-edit-brightening-edition)
- [Ultimate Viral Travel Body Set | Mini Best Sellers](https://www.trulybeauty.com/products/the-viral-edit-travel-edition)
- [Ultimate Body Sculpting Kit](https://www.trulybeauty.com/products/ultimate-body-sculpting-kit)
- [The Viral Edit - TikTok Viral Skincare Set](https://www.trulybeauty.com/products/the-viral-edit-famous-tiktok-routine)
- [This page in Markdown, for agents](https://mad-max.leadbay.ai/company/trulybeauty.com.md)

## Decision makers

- [Maxx Appelman](https://mad-max.leadbay.ai/person/maxx-appelman--trulybeauty.com.md), Founder & CEO
- [Harley Gusman](https://mad-max.leadbay.ai/person/harley-gusman--trulybeauty.com.md), Co-Founder
- [Kamilla Khanbalinova](https://mad-max.leadbay.ai/person/kamilla-khanbalinova--trulybeauty.com.md), Chief Sales Officer (CSO)
- [Menal Moddes](https://mad-max.leadbay.ai/person/menal-moddes--trulybeauty.com.md), Chief Retail Officer
- [Robbie Loewenbein](https://mad-max.leadbay.ai/person/robbie-loewenbein--trulybeauty.com.md), Vice President of Operations
- [Jen Lipton](https://mad-max.leadbay.ai/person/jen-lipton--trulybeauty.com.md), Director of Product
- [Stephanie Suarez](https://mad-max.leadbay.ai/person/stephanie-suarez--trulybeauty.com.md), Executive Director, Sales Development
- [Samara Dayan](https://mad-max.leadbay.ai/person/samara-dayan--trulybeauty.com.md), Director of Finance

Work emails and direct phones come with a Leadbay account: https://wow.leadbay.ai/?register=true

Where it comes from: 21 sites read (trulybeauty.com, pitchbook.com, crunchbase.com, beautyindependent.com, prnewswire.com, bloomberg.com, intrepidib.com, forbes.com, …).

## Best angle

2026-09-01 · Product: Dollar Shave Club Announces Acquisition of Truly Beauty (1 source)

## Best way in

- Message on X: The company's own account
- Write to info@trulybeauty.com (generic): A shared mailbox, in Leadbay's record, verified 2026-10-22

## Signals: what happened

- 2026-09-24 · Fundraising: Intrepid Advises Dollar Shave Club on its Acquisition of Truly Beauty (1 source: [intrepidib.com](https://intrepidib.com/intrepid-advises-dollar-shave-club-on-its-acquisition-of-truly-beauty/))
- 2026-09-01 · News: Dollar Shave Club acquires body care brand Truly Beauty (1 source: [retaildive.com](https://www.retaildive.com/news/dollar-shave-club-acquires-truly-beauty/829291/))
- 2026-09-01 · News: Big news — Truly has officially been acquired by Dollar Shave Club. (3 sources: [linkedin.com](https://www.linkedin.com/posts/kamilla-khanbalinova-1468205_starting-with-truly-beauty-dollar-shave-activity-7500542567327944704-i9RO), [linkedin.com](https://www.linkedin.com/posts/robbie-loewenbein_starting-with-truly-beauty-dollar-shave-activity-7500534039338991616-TPf_), [linkedin.com](https://www.linkedin.com/posts/jacknalbandyan_truly-beauty-has-officially-been-acquired-activity-7502804957138415616-OKhg))
- 2026-09-01 · Product: Dollar Shave Club Announces Acquisition of Truly Beauty (1 source: [prnewswire.com](https://www.prnewswire.com/news-releases/dollar-shave-club-announces-acquisition-of-truly-beauty-302865796.html))
- 2026-03-07 · News: Truly Beauty Shave Kit: The Ultimate Skincare Revolution (1 source: [doi.org](https://doi.org/10.55277/researchhub.8nne7v1x))
- 2026-01-05 · Product: Truly has expanded its retail presence with Pod, launching across over 470 Sprouts Farmers Market stores nationwide ✨ (1 source: [linkedin.com](https://www.linkedin.com/posts/pod-foods_innovation-retail-dtc-activity-7413961230731796480-tDfl))
- 2025-09-02 · News: Still buzzing with excitement and gratitude after an incredible time at the SEPHORA Mexico Cluster Training last week! (1 source: [linkedin.com](https://www.linkedin.com/posts/kamilla-khanbalinova-1468205_trulybeauty-sephoramexico-partnership-activity-7368664614751969280-Fen5))
- 2025-07-22 · News: Another huge milestone for Truly Beauty! (1 source: [linkedin.com](https://www.linkedin.com/posts/kamilla-khanbalinova-1468205_trulybeauty-bootsuk-luxurybathandbody-activity-7353479029083054083-IvHJ))
- 2025-06-27 · News: Let’s be honest—not all beauty boxes are created equal. (1 source: [linkedin.com](https://www.linkedin.com/posts/gina-shpigel_allurebeautybox-trulybeauty-brandmomentum-activity-7344405001475158016-KOhi))
- 2024-02-16 · Expansion: Truly Beauty Expands with Strategic Executive Appointments (1 source: [happi.com](https://www.happi.com/breaking-news/truly-beauty-lsquo-poised-for-global-expansion-rsq/))
- 2022-02-18 · Interviews: Watch (1 source: [youtube.com](https://www.youtube.com/watch?v=TXGZjxGTgjM))

## Working on now

- Acquired by Dollar Shave Club in September 2026 as the first step in DSC's multi-brand personal care platform
- Expanding retail footprint across Ulta, Walmart, Target, CVS, TJX, and Boots UK
- Growing TikTok Shop presence with 100,000+ affiliates and 10-15% of revenue from the platform
- Launching new product lines including Body Sculpting Serums and Clinical Collection
- Integrating back-end supply chain and inventory platforms with Dollar Shave Club while maintaining brand identity
- Expanding into international markets including Mexico, UK, Canada, and Brazil
- Building out in-house creative team producing majority of content without an agency

From: [Starting With Truly Beauty, Dollar Shave Club CEO Larry Bodner Is Building Another Multi-Brand Platform | Beauty Independent](https://www.beautyindependent.com/truly-beauty-dollar-shave-club-ceo-larry-bodner-building-another-multi-brand-platform/), [Dollar Shave Club Announces Acquisition of Truly Beauty](https://www.prnewswire.com/news-releases/dollar-shave-club-announces-acquisition-of-truly-beauty-302865796.html), [7 Fall Newness Drops Your Skin 100% Needs](https://www.trulybeauty.com/blogs/skincare/new-truly-beauty-fall-skincare-products-2025), [Another incredible Truly event - this time celebrating TikTok Shop Super Brand Day/DFYD and the launch of our Body Sculpting Serums 💕 | Heather Kaplan](https://www.linkedin.com/posts/heather-amanda-kaplan_another-incredible-truly-event-this-time-activity-7477506295076683776-kiQW), [Job Application for Brand Manager, Truly Beauty at Dollar Shave Club](https://job-boards.greenhouse.io/dollarshaveclub/jobs/4711756006), [Brand Manager, Truly Beauty - Durham, North Carolina | iHireMarketing](https://www.ihiremarketing.com/jobs/view/537473671)

## Summary

Truly Beauty Inc. is a Los Angeles-based, Gen-Z focused personal care brand that offers high-performance, vegan, and cruelty-free body, hair, and skincare solutions [1][2][3]. Founded by Maxx Appelman in 2013, the company is known for its viral social media marketing and prestige-quality formulas sold at mass-premium price points [1][2][4][3]. It was acquired by Dollar Shave Club on September 1, 2026, to serve as the cornerstone of a new multi-brand personal care platform [1][2][5]. Its key competitors include Sol de Janeiro, California Naturals, and Kylie Cosmetics [5]. The company is reportedly unfunded by traditional venture capital rounds [5].

[1]: https://www.prnewswire.com/news-releases/dollar-shave-club-announces-acquisition-of-truly-beauty-302865796.html "Dollar Shave Club Announces Acquisition of Truly Beauty"
[2]: https://intrepidib.com/intrepid-advises-dollar-shave-club-on-its-acquisition-of-truly-beauty/ "Intrepid Advises Dollar Shave Club on its Acquisition of Truly Beauty | Intrepid Investment Bankers"
[3]: https://www.beautyindependent.com/truly-beauty-dollar-shave-club-ceo-larry-bodner-building-another-multi-brand-platform/ "Starting With Truly Beauty, Dollar Shave Club CEO Larry Bodner Is Building Another Multi-Brand Platform | Beauty Independent"
[4]: https://www.forbes.com/sites/celiashatzman/2024/03/01/how-this-beauty-brand-turned-major-mistakes-into-26000-growth/ "How This Beauty Brand Turned Major Mistakes Into 26,000% Growth"
[5]: https://tracxn.com/d/companies/truly-beauty/__Zc2xRzkY8U4oRtYSjG8lMwK9nVsGNRN20HILf3Zas00 "Truly Beauty - 2026 Company Profile, Team & Competitors - Tracxn"
[6]: https://www.trulybeauty.com/ "Truly - Vegan. High Performance. Cruelty Free. Clean Beauty."
[7]: https://pitchbook.com/profiles/company/267685-12 "Truly Beauty 2026 Company Profile: Valuation, Investors, Acquisition | PitchBook"
[8]: https://www.crunchbase.com/organization/truly-organic "Truly Beauty - Crunchbase Company Profile & Funding"

## Sources

- [Truly Beauty Inc.'s website](https://trulybeauty.com)
- [7 Fall Newness Drops Your Skin 100% Needs](https://www.trulybeauty.com/blogs/skincare/new-truly-beauty-fall-skincare-products-2025)
- [Another incredible Truly event - this time celebrating TikTok Shop Super Brand Day/DFYD and the launch of our Body Sculpting Serums 💕 | Heather Kaplan](https://www.linkedin.com/posts/heather-amanda-kaplan_another-incredible-truly-event-this-time-activity-7477506295076683776-kiQW)
- [Job Application for Brand Manager, Truly Beauty at Dollar Shave Club](https://job-boards.greenhouse.io/dollarshaveclub/jobs/4711756006)
- [Brand Manager, Truly Beauty - Durham, North Carolina | iHireMarketing](https://www.ihiremarketing.com/jobs/view/537473671)
- [Truly Beauty's Influencer Marketing Strategy (2026 Data & Insights) | Modash](https://www.modash.io/breakdowns/truly-beauty-influencer-marketing-strategy)
- [Dollar Shave Club acquires body care brand Truly Beauty | Retail Dive](https://www.retaildive.com/news/dollar-shave-club-acquires-truly-beauty/829291/)
- [api.exa.ai](https://api.exa.ai/crawl-ping?value=Who+is+the+owner+of+Truly+Beauty%3F%0ATruly+Beauty+is+owned+and+founded+by+Maxx+Appelman%2C+who+started+the+company+with+Harley+Gusman+%28also+listed+as+a+co-founder%29+to+create+vegan%2C+clean%2C+and+high-performance+beauty+products%2C+with+the+brand+focusing+on+significant+growth+and+expanding+its+reach+in+the+beauty+market+under+his+leadership.%0A%C2%A0%0A%0A%0A%0AKey+Details%3A%0A___Founder+%26+CEO%3A+Maxx+Appelman.%C2%A0%0A+++%0A+++%0A+++%0A___Co-Founder%3A+Harley+Gusman+%28from+2015%29.%C2%A0%0A+++%0A+++%0A+++%0A___Company+Focus%3A+Vegan%2C+cruelty-free%2C+and+clean+beauty+products.%C2%A0%0A+++%0A+++%0A+++%0A___Recent+Developments%3A+The+company+has+brought+on+new+executives%2C+including+a+Chief+Sales+Officer+and+Chief+Operating+Officer%2C+to+support+global+expansion.%C2%A0%0A+++%0A+++%0A+++%0A___Note%3A+The+brand+was+formerly+known+as+Truly+Organic+and+faced+past+issues+with+FTC+claims%2C+settling+for+%241.76+million%2C+but+has+since+re-branded+and+grown+significantly.)
- [Truly Organic's Exclusive Online Collection | Starthub](https://starthubcenters.com/truly-organic/)
- [Dollar Shave Club adquire Truly Beauty e avança em cuidados femininos nos EUA](https://cosmeticinnovation.com.br/dollar-shave-club-adquire-truly-beauty-e-avanca-em-cuidados-femininos-nos-eua/)