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Trufora Goes Live on HSN

Eyeing future growth with strategic online partners, physical stores, physicians' offices and medical spas.

Following success on HSN’s retail site, Trufora is making its debut on the retailer’s television platform on Nov. 9.

The dermatologist-developed skin-care brand will launch its collection during the Thursday night Beauty Report with host Amy Morrison and Truth Aesthetics chief executive officer and founder Sara Sweeney. Truth Aesthetics is the parent company of Trufora.

“Trufora has created a valuable solution for our online customers who are searching for high-quality and effective skin care,” said Jeff Askenas, senior vice president beauty merchandising for HSN. “We look forward to amplifying the success Trufora has had on our retail site with the addition of launching the brand on our television platform.”

The end of 2017 will mark a 300 percent year-over-year growth for Trufora, according to Sweeney. Developed in partnership with dermatologist Dr. Fran Cook-Bolden, Trufora products are positioned for daily use by women of all ages, skin types and ethnicities. Last year was the first full-year stocked the lineup.

The complete range of Trufora skin-care products, made with scientifically tested and nonirritating ingredients, will be featured on air. Additionally, Trufora will be introducing varied sizing of stockkeeping units, including an 85-oz. Day Serum priced at $60, an 85-oz. Night Serum at $80, a 0.5-oz. Perfecting Eye Treatment retailing for $55 and a 1.7-oz. Intensive Night Treatment at $65.

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“We look forward to reaching an even broader base of potential customers to share our products with and look forward to sharing our story,” said Sweeney.

In a crowded skin-care market, Sweeney said Trufora’s positioning for women of all ages and backgrounds has helped it garner attention. The formulations are also clean, nontoxic, certified vegan and certified cruelty free. Trufora is free from more than 1,300 known toxins and exceeds the strict European Regulations. That, too, is a competitive edge in the U.S. market, as Sweeney said there are many natural or organic ingredients that “do not meet our standards due to their potential to cause irritation or allergic reaction, or because they contain hidden sources of toxic ingredients such as phthalates.”

On tap for future distribution, Trufora plans to add more “strategic” online partners, as well as expand into physical retail stores, physician offices and Medical Spas. Next year will mark greater international penetration, as well. From a product standpoint, Sweeney said the company is launching three new shades of its Titanium Day Cream SPF 30 as well as a skin tone normalizing treatment.