The founder of beauty and wellness platform TRU & Beyond, moves into the skincare space with the launch of TRU & Beyond Beauty. Here, the Dubai-based entrepreneur sits down with Dream Weddings to discuss her journey…
You started your journey on Instagram. How has the platform served your growth, and can you please share some of the highs and lows? Instagram became a space for me to process my burnout while working in the corporate world. Professionally, it served as crucial market validation, showing me a real demand for authentic wellness content. Instagram allowed me to build a trusted personal brand and an engaged audience, which became the foundation for TRU & Beyond. The highs of influencing are the direct human connection and impact – knowing my message resonates and helps others feel seen. The lows include the constant pressure to create content and the challenge of managing public scrutiny and comparison.
What is TRU & Beyond’s mission? My goal is to cut through the noise and offer a more authentic, trustworthy approach. The platform’s mission is to be a safe, unbiased and supportive community for genuine wellbeing and empowerment. We connect our community with vetted experts, ethical brands and practical insights that truly make a difference to one’s mental, physical and spiritual health.
What does TRU & Beyond stand for? T-Transparent, R-Real, U-Unveiled (the TRUTH and beyond).
How do you take time out of busy days to focus on your own wellness? Even with the demands of work, my family and everything else, I’ve learned that consistency, even in small doses, is key. It’s not about finding a huge chunk of time but integrating moments throughout the day.
What does skin health mean to you? Have you always had good skin and a great regimen? Skin health is a true reflection of your overall wellbeing. It’s about a resilient skin barrier, good hydration and a calm complexion, rather than chasing a fleeting ideal of perfection or being entirely wrinkle-free. It truly embodies that connection between inner and outer health. In my younger years, I battled with acne and particularly during my intense corporate career, my skin showed the signs of stress, late nights, and probably not enough self-care. My regimen was frankly, haphazard. Now my regimen has evolved dramatically, mirroring my broader wellness journey. In my 20s, I used too many active ingredients and was easily swayed by marketing. Post-burnout and into my 30s (when TRU & Beyond began to form) was the pivotal shift. I started to look inwards. My skin regimen became less about fighting problems and more about nurturing and supporting. I recognised the profound impact lifestyle has on the skin and started focussing on stress management, good sleep, nutrition and gut health. Today, my regimen is minimalist yet highly effective. I view my skincare routine as a moment of mindful self-care. It’s a time to connect with myself, apply nourishing products and take a few deep breaths.
In an oftentimes overwhelming beauty market, how do you filter out what works and what doesn’t? Firstly, my primary filter is simplicity and science-backed efficacy. I look for brands and products with clear, transparent ingredient lists that are backed by genuine research. I lean towards ingredients that have proven benefits for skin health, like hyaluronic acid, ceramides, gentle retinoids and of course, SPF. Secondly, I rely heavily on trusted sources. This includes dermatologists and cosmetic chemists whose work I respect, and reputable scientific studies. On social media I follow professionals who educate, rather than just promote. Thirdly, it’s about understanding my own skin’s needs and perhaps most importantly, is the ‘less fluff, more straight talk’ philosophy. If a product’s claims sound too good to be true, or if the messaging is overly complex and confusing, that’s an immediate red flag for me.
You’ve just added Skincare Founder to your resume with the launch of the very first TRU & Beyond Beauty product. Congratulations! Tell us about it… Thank you! For me, this isn’t just about adding a product to the market; it’s a very natural and necessary evolution of everything TRU & Beyond stands for. What truly inspired this move was seeing first-hand the gap between what people need and what the beauty market often delivers. We aim to offer a curated solution that supports our beliefs and to create products where every ingredient is purposeful, backed by science and aligns with the holistic approach to wellbeing we champion. This isn’t just about a product; it’s about extending the TRU & Beyond mission into a tangible form.
The Glowing Truth Vitamin C Serum with Beta Glucan is the first product to launch. Why a serum? We chose a serum because it’s a concentrated treatment designed for maximum efficacy. We wanted our debut product to deliver significant, visible results and be a truly foundational step in anyone’s skincare regimen. We have focused on powerful, scientifically backed ingredients. We’ve paired vitamin C for its unparalleled brightening and antioxidant benefits with Beta Glucan to provide deep hydration and strengthen the skin barrier. This combination ensures potency while remaining gentle. It’s a clean, effective formula designed to bring out truly healthy, glowing skin.
We can’t wait to try it. Can we expect to see the TRU & Beyond Beauty skincare line add to its portfolio? Absolutely! Something very exciting is in the pipeline. Watch this space.
We will! What’s the one piece of advice you have for brides and grooms-to-be on their wedding day? Be truly present, and allow yourselves to fully feel the joy, the love and the moment – even the imperfect parts. And as for the skincare – start all your treatments at least three months before the big day!
Images courtesy of Miriam Abadi / TRU & Beyond Beauty
