ATRUE is a Korean skincare brand that focuses on vegan, cruelty-free, and gentle skincare developed with carefully selected ingredients for various skin types, including sensitive skin.

The brand is particularly known for its unique Black Tea Skincare philosophy, where premium black tea from the French tea house Compagnie Coloniale, with over 200 years of tradition, is used instead of ordinary purified water in the products. This helps the formulations provide the skin with rich hydration, comfort, and a natural glow.

ATRUE is built on the philosophy of using only "true raw materials" – pure and skin-friendly ingredients without unnecessary or potentially irritating additives. The products are developed with a focus on safety, skin comfort, and long-term skin health.

With vegan formulations, cruelty-free values, and premium ingredients, ATRUE offers modern Korean skincare for those seeking glow, balance, and mild yet effective skincare.