About

About Tru Fragrance & Beauty We've been crafting fragrances, authentically infused with the spirit of the American West, since 1969 where style, and storytelling converge. Our roots run deep. From great-grandparents who settled within the Rocky Mountains to generations shaped by open land and hard work. Ranching, barrel racing, fishing the same hole—this is the rhythm we know. The West isn’t an influence; it’s a lineage. Passed down through decades of doing. Our fragrances are created with modern craftsmanship, using hand-picked and thoughtfully sourced ingredients. Each scent layered with accords that feel nostalgic, lived-in, and just a little wild. Our fragrances speak to those who move between tradition and the modern world, whether on the ranch, in the city, or somewhere in between. Tru Western is carrying the West into tomorrow, note by note, bottle by bottle.