What Happened to TruAura Beauty? (And Where to Go From Here)
Today feels bittersweet. It's my final day with TruAura Beauty, as the company transitions under the Youngevity acquisition beginning tomorrow. If you've been searching for answers about what happened to TruAura, you're not alone — my inbox has been full of questions just like yours.
What Happened to TruAura Beauty?
From my perspective as a founding consultant, the answer can be summed up in one word: COVID-19.
The pandemic didn't just reshape our daily lives — it fundamentally disrupted the businesses behind the products we loved.
The Ripple Effect of COVID-19
Like so many companies, TruAura was deeply impacted by the pandemic, which stretched from March 11, 2020 to May 5, 2023. During that time, supply chains were disrupted in ways that were both immediate and long-lasting.
The plants and natural ingredients essential to TruAura's formulations became harder to source. Labor shortages meant fewer workers in the fields, and raw material availability declined. At the same time, production costs rose by as much as 30%.
Manufacturing challenges followed. The labs and facilities producing TruAura products were forced to prioritize larger brands, making it difficult for smaller companies to maintain consistent production. Packaging costs climbed too, and minimum order quantities increased by approximately 30%.
One of the most heartbreaking results? The discontinuation of the beloved TruAura Lip Balm. The cost of producing both the formula and its packaging simply became unsustainable.
Shifts in Consumer Behavior
COVID didn't just affect supply — it changed habits.
As more people began working from home, many simplified their daily routines. For a lot of women, a solid skincare routine felt like enough, and makeup became less of a priority. This shift in demand, layered on top of rising costs, ultimately led TruAura to discontinue its makeup line.
The Impact of Tariffs
In 2025, new U.S. tariffs ranging from 10% to 50% on goods from multiple countries created additional pressure. Many of TruAura's essential oils and specialty ingredients were sourced internationally, and those tariffs made them significantly more expensive.
Finding domestic alternatives wasn't always feasible. Climate, soil quality, and growing conditions all play a crucial role in ingredient integrity — not every ingredient can be replicated locally without compromising quality.
A Personal Note
I was a founding consultant with TruAura Beauty, and my belief in those products ran deep. Much of that confidence came from Gary Jones, Chief of Research & Development. Having worked with him previously at BeautiControl, I trusted his expertise and vision completely.
When Gary stepped back from TruAura in January 2026, it became clear to me that it was time for my own transition as well.
What Products Are as Good as TruAura Was?
This is the heart of what so many of you are really asking.
You loved TruAura because of what it stood for: clean ingredients, transparent formulations, and products you could feel good about putting on your skin. You want to know if anything else lives up to that standard.
CRUNCHI does — and in many ways, it goes even further.
Here's why I made the switch:
· Clean formulations — CRUNCHI products are EWG Verified and free from over 2,000 questionable ingredients.
· Makeup AND skincare — unlike TruAura's final years, CRUNCHI has a full, thriving makeup line alongside their skincare.
· Transparent ingredients — every ingredient is listed and sourced with integrity.
· A company that's growing, not contracting — CRUNCHI is positioned for the future, not navigating the challenges that ultimately unraveled TruAura.
· The same consultant-based model you trusted — personal service, real relationships, no big-box impersonal shopping.
Moving Forward — Together
This chapter is closing, but my commitment to helping you find high-quality, clean skincare and makeup has never been stronger. That's exactly what led me to align with CRUNCHI — a brand that allows me to continue serving you with the same level of care, integrity, and standards you've come to expect.
If TruAura was your brand, CRUNCHI deserves a serious look. I'd love to walk you through the products and help you find your new favorites.
For more information or to schedule a consultation, please reach out to us at humetopwick@gmail.com or call 719-964-6341.
