About Be True

The Story of Us & The Earth starts here..
Diane Be True’s philosophy is grounded in the pursuit of beautiful hair by being faithful to ingredients and humans. Each bottle is made from 96% recycled plastics, with its ingredients sustainably grown and sourced. Its vegan formulation is not animal tested nor filled with additives.

Upcycled Rose Water
A key foundation of the Diane Be True series is the upcycling of fresh roses, to procure residual Rose Water which is then used as a solvent for the base of the fragrance. Leveraging an intricate re-extracting technology, a fragrance agent is extracted from roses after distillation to achieve an unprecedentedly rich and alluring fragrance, reminiscent of sweet apricot and honey.

Sustainably Grown Prickly Pear
In support of the Green Moroccan Plan aimed at increasing regional economic growth and the income of local Moroccan farmers which thus promotes long-term sustainability of the agricultural sector, the Diane Be True series derives its Organic Prickly Pear (Cactus Oil) from Morocco, the farmland of the ubiquitous cactus fruit.

Abiding by the principles of sustainability, strained prickly pear lees that are not used in production are also further re-purposed and used as fertiliser in the farmland to ensure almost zero production wastage.

Infused with Vegan Keratin
This Environmentally-conscious series is formulated by meticulously extracting Vegan Keratin, which harnesses the restorative power, from unused Green Pea shells to replenish natural hair keratin lost through damage from heat styling and external aggressors.