beingTRUE cosmetics are designed to reveal instead of conceal, play up instead of cover up. Their cosmetics contain ingredients to heal and protect the skin. Your face won't simply look pretty, it will be protected and healthy. As industry veterans and estheticians, the founders of beingTRUE had a goal to bring natural anti-aging and protection benefits to their cosmetics. This goal has been achieved through the use of the antioxidant Idebenone. beingTRUE believes women should only use products that improve, heal, and beautify.