Coolest Products from the 2011 Coolest College Start-up List

Courtesy Company
2 of 5

Old Hollywood style, naturally.

True You Cosmetics
With an old-Hollywood vibe and an en mode composition—antioxidants, vitamins, and lots of organics—True You Cosmetics are designed to make their wearer feel special even before they're worn. True You was created by Jessica Truesdale, a senior at Spelman College in Atlanta, and launched in October 2010—though the idea and business plan were years in the making. The products come with names inspired by ladies like Josephine Baker and Marilyn Monroe, and come ensconced in a suede engraved case, giving the products an extra sheath of elegance.