By: Ellison Blake

ZWILLING Beauty Group is part of the ZWILLING J.A. Henckels Company. Known for its high-quality knives and kitchenware, the company’s ZWILLING Beauty Group offers a wide range of personal care and beauty tools, focusing on superior quality and design. Its brands include ZWILLING, TWEEZERMAN and TRUYU.

TRUYU, as a global strategic brand of the ZWILLING beauty tools line, aims to bring consumers around the world head-to-toe beauty tools that are affordable, practical and easy to use, making it easy for everyone to take care of their personal care routine.

Beauty Starts Here, With YU.

Comprehensive Competitive Advantages Win Global Market Favor

TRUYU possesses four major competitive advantages: various categories, superior quality, affordability, and inspiration. 

In response to consumers’ increasingly segmented beauty and personal care needs, TRUYU’s product line covers hands, face, eyebrows, feet, and skin care, with over 80 types of products, meeting consumers’ personalized beauty and personal care needs from head to toe.

Photo Courtesy: TRUYU

Backed by the ZWILLING Beauty Group, TRUYU strives for excellence in every aspect, from the careful selection of raw materials to product development, creating high-quality beauty tools for consumers.

TRUYU is also very competitive in terms of price, allowing consumers to get more products within the same budget and providing a more comprehensive beauty and personal care experience.

Photo Courtesy: TRUYU

As a beauty tools brand that focuses on innovation and development, TRUYU firmly believes that every product is a unique piece of artistry, encouraging consumers to capture every subtle and beautiful change in daily life, which in turn inspires them to live a life of inspiration and the pursuit of fashion.

TRUYU continues to explore the combination of practicality and fashion sense, incorporating the latest colors and elements into its products. This allows consumers to experience the cutting edge of beauty while finding fashion colors that express their own emotions.

As of 2022, TRUYU has channel sales in 24 countries worldwide, especially in the UK, where it dominates the list of three major retail stores: TESCO, Sainsbury’s, and ASDA. With a market share of up to 49%, TRUYU has leveraged the current private-label and premium brands market, bringing new empowerment to its distribution channels.

Competitive retail prices and high-quality products can quickly build a bridge of trust with consumers, increasing repeat purchases, drawing traffic to stores and driving growth in the entire category for the channel, continually generating new volume.

Under the ZWILLING Beauty Group, the three major beauty and personal care brands, Zwilling, Tweezerman, and TRUYU, have firmly occupied a large share of the global high, middle, and mass-market beauty and personal care tools market, thanks to their differentiated brand positioning.

Nowadays, the beauty industry attaches importance to social media channels; TRUYU also cultivates product interest by creating creative videos, stylish images, and other content. This consistently garners social attention and earns the favor of a discerning audience of fashion and beauty bloggers.

Photo Courtesy: TRUYU

The 28th China Beauty Expo (CBE) officially opened at the Shanghai New International Expo Center on May 22, 2024. ZWILLING Beauty Group was invited to exhibit, and TRUYU will also participate in the event with a new look alongside numerous internationally renowned companies. The focus will be on the latest industry trends, showcasing the brand’s new visual identity and positioning. TRUYU will unveil its star series, including beauty blenders, eyelash curlers, portable makeup brushes, and the full product range.

Backed by centuries of group development history and a global sales database, TRUYU has become a powerful competitor in the beauty tools market. With its comprehensive renewal, TRUYU believes in engaging in a true two-way journey with more global consumers, becoming a new choice for beauty enthusiasts seeking one-stop care from head to toe.

Published By: Aize Perez