But Beautiful Co. is a Delaware-incorporated consumer software company based in Torrance, California that builds truloop, an AI-native social app for organizing group gatherings. The app covers the whole arc of a get-together - proposing a plan, scheduling it, collecting RSVPs, meeting up, and keeping the photos and records afterward - inside one product. It was founded in 2025 by CEO Suman Park, who created Korea's first microblogging service me2day and ran operations for Naver's Band social network, alongside CBO Hyungil Kim, formerly head of Naver Webtoon USA. truloop launched simultaneously in the United States, Korea and Japan and is distributed on Google Play.