The Brand

TRU(HUE) is a cosmetics brand built around self-expression and authentic individuality. We developed a cohesive brand and packaging system designed to celebrate confidence while remaining visually disciplined across every product.

Exclusive to Boutiqaat, the brand enters the beauty space with a bold point of view, challenging the industry’s reliance on soft, muted palettes. The visual language centres on a deep espresso hero colour, paired with refined champagne tones, creating a system that feels confident, intentional, and distinctive.