Trustt

What Trustt does

Trustt (legally SAS Makeup Bag) is a Paris-based SaaS company founded in 2019 that sells an all-in-one community engagement CRM to FMCG brands, with a primary focus on the cosmetics and beauty vertical. The platform combines five functions — authentic review generation, UGC creation, advocacy and influencer marketing, proprietary market research, and brand activation — under a single product, supplemented by the Trustt Reviews e-commerce module (compatible with Shopify, Prestashop, and WordPress WooCommerce) and syndication to major retailers including Amazon and Séphora. Its core differentiator is SophIA®, a proprietary smart-matching algorithm that identifies ideal brand ambassadors from existing customer, competitor, and influencer pools based on consumption criteria and audience affinity, enabling one-click creation of ambassador panels.

The underlying technology stack centers on community workflow automation: brands recruit unpaid ambassadors through the platform, who then generate rich reviews (text, photo, before/after, and video), social content, and opt-in first-party data, all displayed via integrated e-commerce modules and a 360-degree influencer/ROI dashboard. The platform is GDPR-compliant and operates under a CNIL declaration, with native TikTok and Facebook Ads integrations added in 2022–2023. Product cadence has been active, with photo moderation, ROI dashboards, and event campaign modules released in 2022 and TikTok campaign support in January 2023.

Trustt operates a hybrid go-to-market: enterprise and mid-market sales are demo-led and field-driven (with phone-based direct sales at +33 184 806 400 and HubSpot scheduling), while the Trustt Reviews module supports self-serve adoption among SMB e-commerce merchants. Revenue is generated through recurring SaaS subscriptions, white-label licensing (introduced in 2020), and module licensing to e-commerce platforms; pricing is not publicly disclosed. The company is privately held, founder-led by Nadia Gabriel with co-founders Emmanuel Nunez and Didier Caillon, and has raised approximately $1.2M in a single seed round in February 2021 led by Tomcat Invest. Named customers include Natura Europe, Foréo, Laboratoires Crinex, Peggy Sage, Solgar, Blissim, and Garancia, with an externally measured NPS-driven recommendation rate of 95.7%.

Name

Trustt

Legal name

SAS Makeup Bag

Website

https://trustt.io

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Trustt is a Paris-based SaaS platform that gives FMCG brands (primarily cosmetics) an all-in-one community engagement CRM for authentic reviews, UGC, influencer matching, and first-party consumer data, powered by its proprietary SophIA® smart-matching algorithm.

Ownership category

akta.pro rank

Product category

Advocacy Marketing Software

NAICS

Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310)

akta.pro primary industry

Lead Nurturing & Marketing Operations (List Management, Scoring) (MPAAAIAJ)

Keywords

• Advocacy marketing software
• Community engagement platform
• Influencer matching SaaS
• UGC and reviews module
• Consumer insights CRM

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS Software Subscription: Trustt operates as a SaaS platform with subscription-based pricing for its community engagement and advocacy marketing software. Brands pay for access to the full suite including ambassador matching, review collection, UGC generation, and analytics dashboards.
2. White-Label Software Licensing: The software is offered to cosmetics brands on a white-label basis, allowing them to independently manage ambassador programs and product launch campaigns on their own e-commerce infrastructure.
3. E-commerce Module Licensing: Trustt Reviews downloadable module for e-commerce sites (Shopify, Prestashop, WordPress WooCommerce) generates licensing revenue from module deployments.

Go-to-market motion5 records

Distribution channels4 records

Marketing channels8 records

Core offering

Trustt sells a B2B SaaS community engagement and advocacy marketing platform for FMCG brands that combines authentic review generation, UGC and video review capture, ambassador and influencer matching via its proprietary SophIA® AI, market research/consumer insights, and brand activation campaigns in a single CRM. It also offers a Trustt Reviews e-commerce module for Shopify, Prestashop, and WooCommerce, and a white-label version of the software for cosmetics brands to run autonomous ambassador programs.

Product overview

Trustt is an all-in-one community engagement CRM platform for FMCG brands, combining five integrated functions: authentic review generation (Trustt Reviews with rich/segmented reviews and video reviews), UGC creation and advocacy marketing, influence and ambassador management via the SophIA smart matching algorithm, proprietary market research and consumer data collection, and brand/event activation campaigns. The core platform is offered alongside e-commerce modules (Shopify, Prestashop, WordPress WooCommerce), a Facebook Ads integration, and a 360° influencer dashboard — all unified in a single SaaS tool designed to transform product audiences into super-contributing communities that generate authentic content, drive conversions, and inform product development toward best-seller outcomes.

Differentiator

Problem solved

Functional benefit

Brands

• Trustt Reviews: E-commerce module for collecting and displaying authentic, enriched customer reviews (UGC) on product pages.
• SophIA

Products and services

• Trustt Platform (5-in-1 Community Engagement CRM) All-in-one community engagement SaaS platform for FMCG brands combining five functions: authentic review generation, UGC creation, advocacy and influence marketing, market research, and brand activation — designed to help brands develop best-selling products through engaged communities.
• SophIA® Proprietary smart-matching AI technology that identifies ideal brand ambassadors by analyzing their affinities with the brand, audience data from influencers, and consumption criteria of candidates. Enables creation of thousands of ambassador panels in one click.
• Trustt Reviews (E-commerce Module) Review collection and display module integrated into Shopify, Prestashop, and WordPress WooCommerce e-commerce sites. Collects rich, segmented, authentic customer reviews including photos and video, with sub-category segmentation and moderation tools to display UGC at conversion points.
• Video Reviews Video review module enabling brand-selected ambassadors to produce guided 360-degree video testimonials with personalized questions per product and free navigation between video segments, designed to boost conversion on product pages.
• White-Label Ambassador Program Software White-label version of the Trustt platform offered to cosmetics brands so they can autonomously run ambassador recruitment, product launch campaigns, and UGC programs fully branded on their own e-commerce infrastructure under their own identity.

Quantifiable outcome

• Conversion rates increase by an average of 30% when using Trustt's end-to-end solution.
• +5 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability9 records

Feature10 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or Integration · 1 January 2020Trustt Reviews module is integrated with and available for Shopify e-commerce platform, enabling Shopify store owners to deploy Trustt's review collection and display functionality directly on their storefronts.
• PrestashopcoreTechnology or Integration · 1 January 2020Trustt Reviews module is compatible with Prestashop, allowing Prestashop merchants to integrate Trustt's authentic review and UGC functionality on their e-commerce sites.
• WordPress WooCommercecoreTechnology or Integration · 1 January 2020Trustt Reviews module integrates with WordPress WooCommerce e-commerce platform, enabling WooCommerce store owners to deploy Trustt's review module.
• AmazoncoreGTM or Marketing PartnerTrustt enables brands to collect and publish authentic product reviews on Amazon, helping brands improve their ratings and visibility on the Amazon marketplace to drive more sales.
• SéphoracoreGTM or Marketing PartnerTrustt helps beauty brands collect and publish authentic reviews on Séphora's platform, increasing visibility and conversion on one of the world's largest beauty retailers.
• OVHminorOthersOVH provides web hosting services for Trustt's SaaS platform and website infrastructure. OVH is a French cloud and web hosting provider.
• WeWorkminorOthersTrustt's Paris office is located at WeWork Coeur Marais, using WeWork's shared office space and facilities.

Scale indicators4 records

Recent moves8 records

Expansion highlights7 records

Direct peers

• Yotpo: Yotpo is a leading e-commerce marketing platform offering reviews, UGC, loyalty, and SMS marketing. It is the most direct competitor to Trustt, providing similar combined review collection, UGC curation, and influencer-marketing functionality for DTC and retail brands across multiple verticals.
• Bazaarvoice: Bazaarvoice is a scaled reviews and UGC syndication platform serving global retailers and brands. It directly overlaps with Trustt's Trustt Reviews module in authentic review collection and distribution to retailer sites like Amazon and Sephora.
• Skeepers: Skeepers (formerly Opinion System and Trusted Shops adjacent) is a French reviews, UGC, and consumer engagement platform. It competes head-to-head with Trustt's e-commerce review module and FMCG review syndication use cases in the same French/European market.
• TINT: TINT is a UGC curation and rights management platform that aggregates, moderates, and displays authentic user content for brands. It directly parallels Trustt's UGC, review moderation, and content display functionality for e-commerce and social campaigns.
• Influencity: Influencity is an influencer marketing platform offering creator discovery, campaign management, and ROI analytics. It is a direct peer to Trustt's influencer dashboard and SophIA-powered matching and performance analytics for brands.

Emerging players

• Kolsquare (Favikon): Kolsquare (now part of Favikon) is a French influencer marketing platform providing influencer discovery, campaign management, and analytics. It overlaps with Trustt's influencer matching and campaign management functionality for FMCG and beauty brands.
• Mention: Mention is a social listening and brand monitoring tool used by SMB and mid-market brands to track online conversations and reviews. It overlaps with Trustt's e-reputation management and consumer insights capabilities, particularly for brands running advocacy programs.

Regional players

• Reech: Reech is a French influencer marketing platform focused on connecting brands with creators. It competes with Trustt's influencer/ambassador matching and UGC generation capabilities in the French market with similar cosmetics/FMCG brand customers.

Broad incumbents

• Sprinklr: Sprinklr is an enterprise customer experience management platform unifying social media management, marketing, and consumer insights. It overlaps with Trustt at the broader social listening, UGC, and consumer insights layer for large enterprise FMCG brands.
• Cision: Cision is a global PR, earned media, and consumer intelligence platform used by large brands and PR agencies. It overlaps with Trustt's media-monitoring-adjacent consumer insights and brand activation use cases at an enterprise scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/trustt

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Trustt