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Truth In Aging

Truth In Aging uniquely empowers a community of female boomers to review, select, buy and develop complex, anti-aging beauty products

  • Stage $1M in TTM Revenue
  • Industry Retailing / Distribution
  • Location New York City, NY, USA
  • Currency USD
  • Founded June 2009
  • Employees 6
  • Website

Company Summary

Truth In Aging delivers objective, well-researched advice on beauty products for female boomers. It provides a valuable service - skin care products are complex, poorly documented and yet engender a high level of emotional engagement. It achieves this with unique authenticity and honesty. Female boomers use their voices to power the site in three ways: Content; Crowd-sourced ecommerce - product sourcing and selection; Product development


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    Marta Wohrle
    Chief Executive Officer

    Marta founded Truth In after leaving Hachette Filipacchi Media where she was SVP of Digital for 3 years and had full P&L responsibility for 16 websites. She took it from $4m in annual revenue to $38m. Marta worked with the COO on strategy and M&A, identifying and completing a $130m acquisition.
    Prior, she was a Partner of Mercer Management Consulting and sold the consulting firm she founded in 1994, Informed Sources, to Mercer in 2002.


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    Scott Rosenblatt of Reitler Kailas & Rosenblatt
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    Larry Bloom of Katz Bloom & Schon

Previous Investors

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    Julian Brodsky, George Green, Philippe Guelton, Alexander Broich, Josh Grotstein
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    Marta Wohrle, Pascal Volle