TRUU 童 is a Taiwanese beauty and personal care brand owned by MK BIOTECHNOLOGY Co., Ltd. (蜜凱生技有限公司). The brand operates under the trademark names “TRUU” and “TRUU TRUE YOU,” with “童” serving as a key Chinese character in its identity. TRUU 童 positions itself within the high-functionality skincare sector, combining daily skincare routines with ingredient-focused formulations and a strong digital commerce presence.

The company was established on August 26, 2020, with registered capital of NT$20,000,000. Its business scope includes the wholesale and retail of cosmetics and cleaning products. While primarily targeting the Taiwan market, the brand has expanded its trademark registrations to include the United States and has seen retail presence in Malaysia.12

The brand name TRUU is a stylized spelling of “TRUE,” reflecting the core concept of “TRUE YOU.” The official messaging emphasizes returning to an authentic, pure, and stable state of skin health, rather than merely pursuing cosmetic enhancement. The brand’s communication often revolves around the idea of “returning to the pure self.”1

The Chinese character 童 (Tong) is part of the trademark system registered by MK BIOTECHNOLOGY Co., Ltd. alongside TRUU and TRUU TRUE YOU. Public records confirm these trademarks were filed and registered between 2021 and 2023. The specific etymological story behind the choice of “童” is not explicitly detailed in official corporate histories, but it remains a distinct element of the brand’s visual and linguistic identity.2

Founding and Early Development (2020–2021)

MK BIOTECHNOLOGY Co., Ltd. was founded in New Taipei City in August 2020. In the following year, the company began securing intellectual property rights for its brand assets. Trademark applications related to “TRUU,” “TRUU TRUE YOU,” and “童” were initiated in 2021, establishing the formal brand structure.

Expansion and Registration (2022–2023)

The “TRUU” trademark application in Taiwan was filed on June 22, 2022, and completed registration on March 1, 2023. This registration covered goods and services including online shopping and cosmetic retail. During this period, the brand solidified its product lines and digital infrastructure.

International Presence (2024 onwards)

TRUU has pursued international branding efforts. Trademark filings in the United States under MK BIOTECHNOLOGY Co., Ltd. cover categories such as facial cleansers, anti-aging creams, serums, lotions, shampoos, and body washes.2 Additionally, the brand’s products have been available through overseas retailers, such as Yoboo Store in Malaysia, indicating a strategy that extends beyond the domestic Taiwanese market.4

TRUU 童 offers a comprehensive range of skincare and personal care products, categorized into several key segments:

Cleansing

The cleansing line is a foundational part of the brand’s offerings. Notable products include:

• 76 Yeast Amino Acid Cleanser: A highly recognized product in the brand’s lineup, emphasizing amino acid and yeast concepts.
• 76 Salicylic Acid Yeast Cleanser: Targets exfoliation and deep cleaning.
• Intimate area cleansers and cleansing cloths.

Serums and Treatments

The serum category focuses on active ingredients for targeted skin concerns:

• Gold Peptide Revitalizing Serum: Positioned for anti-aging, hydration, and repair; heavily promoted via the brand’s app.
• Repair and soothing serums for sensitive skin.
• PDRN and Exosome-related treatments.

PDRN and Exosome Series

This line represents the brand’s shift toward “tech-beauty” and regenerative skincare concepts. Products include:

• PDRN Exosome Collagen Regeneration Water-Glow Mask
• PDRN Exosome Retinol Neck Cream
• 28-Day PDRN Hyaluronic Acid Lip Essence
• Exosome micro-molecule whitening masks

It is important to note that terms like PDRN and exosomes refer to cosmetic ingredients or marketing concepts within the formulation and do not equate to medical procedures.4

Masks

TRUU 童 provides various sheet and bubble masks, including:

• PDRN Exosome Water-Glow Masks
• Black Diamond Truffle Gold Anti-Aging Masks
• Salicylic Acid Bubble Masks
• Gold Repair White Bubble Masks

Sun Protection

The sunscreen line supports a complete daytime routine:

• High Water-Sensing Tone-Up Sunscreen SPF50+
• High Efficiency All-Round Water-Sensing Sunscreen SPF50+ PA++++

Body Care

Body care products extend the brand’s reach beyond facial skincare:

• 76 Yeast Salicylic Acid Body Lotion
• Sleeping Beauty Magnesium Soothing Moisturizing Body Cream
• Intimate hygiene products

These items are also distributed through select international retailers, such as those in Malaysia.4

A distinctive feature of TRUU 童’s marketing is the use of numerical identifiers in product names, such as 76 and 99. For example:

• 76 Yeast Amino Acid Cleanser
• 99 Oil-Control Moisturizing Balancing Lotion

These numbers serve as series identifiers and memory hooks for consumers. However, they should not be interpreted strictly as percentage concentrations of active ingredients unless specified on the packaging or INCI list. The naming convention reflects a strategy to communicate efficacy and ingredient focus directly through the product title.

TRUU 童 operates primarily as a Direct-to-Consumer (DTC) brand with a heavy emphasis on digital channels. The sales ecosystem consists of:

1. Official Website: Functions as a full e-commerce mall.
2. Mobile App: The “TRUU 童” app, developed by MK BIOTECHNOLOGY Co., Ltd., allows users to manage memberships, redeem coupons, track orders, and receive promotional push notifications. The app is available on both iOS and Android platforms.35
3. Social Commerce: The brand utilizes Key Opinion Leaders (KOLs) and celebrity endorsements to drive traffic and conversions. Prominent figures associated with product recommendations include Chen Meng-Chen, Xiao Xian, Pei Zhen, Wang Kai, and Qiang Qiang.5

This model contrasts with traditional department store strategies, relying instead on community engagement, influencer marketing, and direct digital transactions to build brand loyalty and repeat purchases.

In the broader beauty market landscape, TRUU 童 occupies a niche between mass-market drugstore brands and luxury prestige brands. It is best described as a social e-commerce beauty brand that combines:

• Ingredient-focused formulations (peptides, PDRN, retinol).
• High-functionality skincare concepts.
• Digital-native distribution channels.

The target demographic spans young adults interested in basic skincare to older demographics seeking anti-aging solutions. By offering a complete routine—from cleansing to sun protection and specialized treatments—the brand aims to capture customers looking for effective, scientifically-conceptualized skincare without the premium pricing of international luxury houses.

The parent company, MK BIOTECHNOLOGY Co., Ltd., is responsible for the brand’s operations. Key corporate details include:

• Unified Business Number: 83145410
• Founding Date: August 26, 2020
• Capital: NT$20,000,000
• Representative: Hung Shu-Chen
• Location: Tucheng District, New Taipei City, Taiwan
• Import/Export Qualifications: Yes

The company holds the trademarks for TRUU, TRUU TRUE YOU, and 童, ensuring legal protection for its brand assets in multiple jurisdictions.6

1. TRUU 童-官方網站 全館滿額享免運
2. TRUU Trademark
3. ‎TRUU 童 App – App Store
4. Truu 童 – Yoboo Store
5. TRUU 童 – Apps on Google Play
6. TRUU 童是什麼品牌？有什麼特色和產品？ – 問答 – Glarity