True Beauty

True Beauty by Aideen Kate was founded with a clear vision — to inspire and to be inspired. Not only a cosmetics brand, True Beauty's products encourages passion, creativity and individuality, working to create a space where everyone can engage their true selves.

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About True Beauty

True Beauty was created by one of Ireland's most popular make-up artists Aideen Kate Murphy. The brand is centered around prioritising self-love, self expression and inclusivity. Aideen's message is to express one's true self. This is demonstrated throughout True Beauty's beautiful product ranges.

The True Beauty Range


Look luminous with wet n wild's full face makeup! Camera-ready skin starts with our Photo Focus foundations, concealers, and color correctors. Next, cheer up your cheeks with our highlight and contour palettes, bronzers and blushes, and pressed powders. From simple setting powders to beautiful blush palettes, your complexion is destined to dazzle. Wet n wild face makeup is always beautiful and always cruelty-free, so get glowing!


Get big & beautiful eyes with wet n wild's cruelty-free eye makeup. Explore trendy and afforable eyeshadow palettes, liquid eyeliners and pencils, lasting mascaras, false eyelashes, and beautiful brow shapers. Try fabulous EDIT beauty kits for smoky eye, cat eye, and other dramatic looks. Our eye makeup is always gentle on sensitive eyes and outrageously gorgeous!


Accentuate your lips in bold colors with wet n wild's matte & liquid lipstick, lip gloss, lip kits, masks & balms, and lip liner! This trendy collection includes wild colors ranging from metallic liquid lipstick to subtle nudes and lovely lavenders. Explore lip gloss for ultimate shine, liquid lipstick for perfect definition, and Mega Last lip color for sophisticated style. Get glossed up and perfect your pout!


Sculpt and accentuate your face with precision. Apply your favorite face powders with our cruelty-free and vegan makeup brushes. Wild ones adore our signature 17-piece collection, fluffy blending brushes, makeup sponges, stipple brushes, and more! Not sure which tool to use? Find out from wet n wild's makeup brush finder!

True Beauty Social Media

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