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TréLuxe wants to encourage its "tribe" (the curl community) to bring their inner and outer beauty to the next level. On that note, the name TréLuxe is put together of the words Tré = three and Luxe = elegant. The number three represents the missions: 1) to help people define themselves, 2) improve their lives and 3) inspire others. The word Luxe stands for elegance and shine which they want to create through carefully chosen ingredients.
When Cortney started the brand with her partner, they had no idea how much their products would be in demand. All they knew was that they wanted to address an important issue, which was the lack of products for structured hair. The founders wanted to change that and create a product line that includes all curly hair types. In doing so, they pursue these principles: the products should be good for the hair and the body; everyone should have access to high quality products, the products should fight frizz and provide moisture; you should be able to build a simple routine with just a few products; you should be able to develop a healthy relationship with your hair and wear your curls with pride and inspire others to do the same. With their profits, they want to support low-funded projects that deal with health, wellness and education. They show their support especially for a tutoring program in Chicago (the birthplace of TréLuxe) to give disadvantaged girls the opportunity of a scholarship.