Transparency | Responsibility | Uncompromising | Earth

T.R.U.E. is a new movement in professional beauty. We’ve combined breakthrough Clean formulations with sustainable, innovative packaging for a high-performance experience that’s good for your hair & good for the planet.

Because it’s not just a trend – it’s the future.

Clean, High-Performance Ingredients: T.R.U.E. is free from silicones, PEGs, dyes, parabens, sulfates, gluten & more. carefully considered & Clean without compromise.

Oceanbound Waste Packaging: Out bottles are over 96% Oceanbound Waste PCR (Post-Consumer Resin) & fully recyclable. Plucked from plastic waste before entering the ocean, these resins have a new life in T.R.U.E.

Vegan & Cruelty-Free: T.R.U.E. does not contain ingredients derived from animals or animal by-products. We do not research or test our products on animals.

Positive Impact: We have partnered with the Surfrider Foundation & Oceana, both renowned for their efforts in promoting worldwide ocean positivity & fighting plastic pollution.

Every T.R.U.E. Clean Shampoo & Pure Conditioner purchased will benefit these amazing organizations & the important work they do.

All domestic orders are fulfilled through shipping carrier Canada Post.

For all international orders, orders are fulfilled through UPS and DHL Express.

Get more information about Returns & Exchanges.

If you are not completely satisfied with an online purchase or gift, you may return your Canadian purchase in stores or by mail. Restrictions apply for returns made outside of Canada.