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TRU & Beyond is the destination to Feel, Look, and Live Healthier in Dubai and beyond. Its Contemporary Wellbeing from a complete 360 perspective.

What is TRU & Beyond?

TRU & Beyond is a groundbreaking platform redefining beauty and wellness through curated services, products, pop-ups, and reads all rooted in authenticity and exceptional quality.

Founded in 2020 by Lebanese-German influencer Miriam Abadi, TRU embraces beauty as the harmony of mind, body, and soul.

Struggling to find top beauty and wellness experts herself, Miriam launched TRU & Beyond by bringing together exceptional talent that reflects her passion. We deliver unmatched experiences trusted by celebrities where sophistication, precision, and results define every offering.

Every product is carefully selected from premier global and regional sources to ensure the highest quality and efficacy.

Join the TRU & Beyond community and step into a world where beauty and wellness know no boundaries. Make empowered, informed choices with the support of a like-minded collective. We’re so glad you’re here!

Meet The Founder

Miriam Abadi

Miriam Abadi

TRU & Beyond Founder

Miriam Abadi is an entrepreneur, editor, influencer, and a devoted mother and wife. She embodies the spirit of the modern woman, constantly seeking the best in beauty and wellness. With a focus on authentic, real-life content, she uses her influence on social media and community to connect with her audience and openly shares her journey toward mental, physical, and spiritual wellness. Miriam's ethos is to empower women to feel better and more beautiful.

The World of TRU

Services

Services

At TRU & Beyond, our founder’s personal struggle to find the best in beauty and wellness under one roof led her to travel extensively in search of excellence in skincare, hair, makeup, lymphatic drainage, slimming, and more. Today, we proudly curate top-tier artists known for delivering guaranteed results and provide clients with an experience that goes beyond the ordinary.

Products

Products

TRU products embody uncompromising excellence, with each ingredient meticulously handpicked by our founder to ensure exceptional results. Featuring the world’s finest ingredients, our curated range reflects true luxury and efficacy. We're committed to sourcing globally to deliver unparalleled quality—so you can glow and shine.

Community

Community

TRU & Beyond is a community rooted in acceptance, curiosity, and open-mindedness. It's for individuals at any stage of life, committed to growth—spiritual or physical—while embracing each other as they are. United by a shared goal to be better than yesterday, members gain access to exclusive events. Join the TRU Community today.

TRU Space

TRU Space

Away from Dubai’s fast pace, our space is an oasis of tranquility—architecturally designed to enhance your wellbeing from the moment you arrive. Inspired by energy, light, and space, it offers a serene, biophilic environment. We host artists, talks, and workshops in a setting created to make you feel better the moment you walk in.

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