True Touch™ Color Cosmetics   

TRUE TOUCH Color Cosmetics is a full range of safe and effective color products featuring Soft Blend™ Technology, a unique combination of scientifically advanced ingredients that provide optimal skin health benefits for an ideal complexion and flawless finish.

1. Weightless formulas

2. Light feel and effortless blendability

3. Long-lasting color with light diffusion, flawless finish

4. Safety tested, dermatologist approved, and free of potentially harmful ingredients like talc, Bentonite, Kaolin, Mineral Oil, Petrolatum, Phthalates, LCS, Propylene Glycol

5. Skin-beneficial ingredients offer nutrients and age-defying fortifies to support younger-looking skin

6. ¨Versatile color products are mistake-proof and easy to wear, creating the perfect look every time

7. A cosmetic line that is true to you and true to Neways’ ideals, celebrating your unique beauty.

8. Free of fragrance and added Parabens’

9. No animal testing

10. Safety-conscious formulas

It’s no secret that makeup can transform your appearance, but true confidence comes from the comfort of knowing you’re wearing premium functional cosmetics that actually improve the look and texture of your skin without ingredients that may harm you.  True confidence is what you will feel when you use True Touch Color Cosmetics.

This comprehensive new line of 16 stylish cosmetic concepts pays tribute to each woman’s individual beauty with colors and formulas that will reveal your radiance and keep your skin looking young, gorgeous, and healthy- because we believe that true beauty is beauty that lasts.

Individually Beautiful, Uniquely You

“We created the True Touch range to meet the needs of every woman,” says Kelly Queensberry, Neways’ senior category manager of personal care products.  “It’s a full range of color products designed to enhance your natural beauty through superior performance and provide complexion-friendly skin benefits without potentially harmful ingredients.  The name True Touch really says it all.”

The true in True Touch describes how these cosmetics are true to you and true to Neways’ ideals.  These cosmetics accentuate the true beauty that every woman possesses, but own individuality that emanates from within.  We formulated True Touch Color Cosmetics with the belief that beauty is not limited to a singular definition but rather celebrates the uniqueness of every woman.

Whether you want to capture the essence of classical beauty or create the latest stylish looks, you can reveal the true you with True Touch.  This versatile collection features wonderfully pigmented lipsticks, petal-soft eye shadows, illuminating blushes, and more, all crafted to enhance your individual beauty.  And each of these cosmetics measures up to Neways’ standards of excellence.  With True Touch, you get genuine, solid products with nothing questionable or hidden-these clean formulas benefit your skin.  They’re a perfect blend of science and nature.

The touch in True Touch describes how you will love the feel of True Touch Color Cosmetics.  “We believe that the best makeup should, feel like you’re not wearing makeup at all,” Kelly Queensberry says, “Using our specially developed Soft Blend™ Technology, our cosmetics are delicately blended for a wonderfully touchable, light application that’s almost weightless.”

All the True Touch cosmetics blend together effortlessly, so using True Touch is virtually mistake-proof.  The result is an assortment of the most amazing, natural-feeling color cosmetics that will ever grace your skin, leaving your complexion looking flawless, youthful, and radiant.  Using cosmetics should be easy, and True Touch makes it all possible.

Expert Performance for a Flawless Finish

We carefully crafted and delicately blended our Soft Blend™ formulas for an ultra-weightless feel and age-camouflaging effect, resulting in a flawless look.  With a unique combination of leading-edge scientific and botanical ingredients, Soft Blend™ provides optimal performance while being gentle to the skin.

In the manufacture of True Touch, great care is taken in craftsmanship, which includes hand-sifting of some of our powders, adding to the ultra-smooth application and beautiful finish of these cosmetics.  Soft Blend™ Technology provides lightweight formulas plus the following additional performance benefits:

• Blendability – Elegantly engineered polymers provide a velvety feel, improve coverage, and lend uniformity to our formulas, supporting blendability, ultra-smooth laydown, and spreadability without heaviness or lingering oiliness.

• Long-Lasting Color with Light Diffusion – Amino acids and natural mineral pigments impart pearlescence and color integrity for long-lasting color and light diffusion that provides a soft, youthful appearance, natural-looking results, and flawless finish.

• Skin Health – Moisture compounds and fatty acids condition and soothe the skin, providing delicate softness and creamy texture.

As the final step in your skin care regimen, True Touch Color Cosmetics is the perfect complement to Neways’ world-class daily skin care products.  The complexion-friendly ingredients in True Touch form a loving relationship with your skin, nurturing an oasis of moisture.  Our cosmetic formulas are enhanced with special skin nourishers and antioxidants, including the following:

• Special Skin Nourishers– Delicate yet resilient jojoba oil, soothing aloe, and allantoin provide skin sustenance while settling and reviving the complexion

• Skin Conditioners – Squalane, a skin-lipid mimicker, promotes moisture and oil levels while creating a wonderful sense of suppleness.  Arginine supports optimum hydration, creating youthful resilience.

• Vitamins – True Touch formulas include antioxidants and skin fortifiers such as vitamins A, C, and E to help your skin defy age and protect your delicate complexion

Scientific Advisory Board Statement on True Touch™ Color Cosmetics

In creating True Touch Color Cosmetics, Neways has significantly enhanced the performance of each product class, while actually improving compliance with Neways' strict ingredient philosophy. The Scientific Advisory Board endorses the scientific principles used to develop the True Touch line of color cosmetics. All True Touch cosmetic products have been carefully tested to prove that they are non-sensitizing and suitable for use. Once again, Neways has innovated a mixture of selectively-chosen science and time-tested natural components to create products that are unique in formulation and safe for use by customers.

Safe and Effective

Possibly it’s what we left out of the True Touch formulas that is most important and most beautiful.  Neways created the entire line of True Touch Color Cosmetics without any known toxins, dioxins, irritants, carcinogens, and contaminants.  True Touch features clean formulas that do not contain talc, kaolin, bentonite, mineral oil, petrolatum, or phthalates.  All True Touch formulas are free of fragrance and added parabens.

Each True Touch cosmetic meets Neways’ standards of excellence, with safe and effective formulas that adhere to our ambitious product philosophy.  True Touch cosmetics are safety tested and dermatologist approved, ensuring that beautiful looks are not only safe but also easy to achieve.  None of our safety-conscious formulas are tested on animals.

A Beautiful Transformation

On each package of True Touch, you will find a fingerprint. “The fingerprint is a symbol of the individuality of every woman,” says Kelly Queensberry, “reminding us that every woman is beautiful, alluring, and completely unique.  The fingerprint symbol signifies our commitment to every woman.  We created True Touch cosmetics to enhance the true you”.

Let True Touch cosmetics enhance your true beauty and inspire you to discover your original sense of expression.  True Touch Color Cosmetics – individually beautiful, uniquely you.

True Beauty with True Touch™

Neways formulated True Touch Cosmetics with the gentlest of ingredients to unveil your natural beauty. 

By using the entire line of 16 complementary True Touch products, you’ll be able to create the look that will get you the looks.

Safe, Effective Ingredients

Every woman is beautiful.  Your individuality -- what makes you you -- skins.  It's the sparkling essence of true beauty.  And True t=Touch Color Cosmetics illuminates your individuality, painting the color of your personality in a spectrum of perfect pigments.  This is makeup that enriches your natural beauty without harmful ingredients.

To find out more about True Touch™ Color Cosmetics, go to www.neways.com/truetouch