This post is in partnership with TréLuxe
Curly hair specialists can attest that one of the results that’s most highly desired by their clientele is long-lasting curl definition. TréLuxe approached that request head-on with its new product, the Aloe Vera Curl Primer, part of its Soothe & Restore collection.
As the name implies, the multi-purpose product is, first and foremost, a primer, which means it’s applied before styling products. Because it’s meant to be layered, TréLuxe Aloe Vera Curl Primer uses a lightweight formula that doesn’t cause buildup. It contains oat milk, which softens and strengthens strands, as well as vitamins D and E, which support scalp health and hair growth. Then, of course, there’s the aloe itself — which has soothing, smoothing, anti-aging properties.
“The goal is to hide any blemishes or imperfections that your hair may have,” says Cortney Sigilai, co-founder of TréLuxe, “whether it’s those annoying flyaways you get with frizz (it helps significantly by clumping the curls), or split ends, or damage from neglected or color-treated hair. It helps to not just hide it, but to moisturize the hair.”
In fact, Aloe Vera Curl Primer is designed to be “wetter than water,” says Sigilai, explaining that its ingredients are able to break down water molecules, giving it greater “spreadability.” The formula also reduces the surface tension of water, helping hair dry quicker and reducing frizz. These features mean the product can be applied without a full wash.
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“Some people may not want to wash their hair as often or refresh with water,” says Sigilai. Either way, you’re extending time between wash days — keeping Day 1 and Day 2 definition through Day 3 and even Day 4.
While it’s particularly restorative for those with damaged or high-porosity curls (since they tend to dry out quickly), stylists who use Aloe Vera Curl Primer say it’s an effective tool for all hair types — even straight hair! That’s because it helps to detangle hair, improving manageability for styling. This versatility has made it an appealing product for salons to carry, and clients enjoy its all-natural fragrance, which has subtle notes of melon, green tea, and pear.
From the feedback provided by its dedicated stylist program, TréLuxe learned that “the styling products that you put on your hair after the Aloe Vera Curl Primer perform better,” says Sigilai, adding: “We’ve not seen anything like this in the curly hair industry, so I think that’s one of the things that makes it unique.”
Transparency about its plant-based ingredients is important to TréLuxe, says Sigilai, who points out that the Soothe & Restore collection meets the European Union’s ingredient quality standards, which are higher than in the United States. And that has proven important to customers, as well.
“This has grown to be one of our No. 1 products, and we only released it in 2023!” says Sigilai.
Stylists: Get more information about TréLuxe’s stylist program here!
