Launching in 2016, Tru Definition was actually birthed as a natural hair care line, Tru Def Naturals. Founder, Alexus Ellis began creating her own hair care products, when she embarked on a natural hair journey. With a mission to change the standard of beauty in society, she hoped her products would help women struggling with insecurities about their own naturally curly hair to embrace their natural beauty.
She quickly realized that the concoctions she created in her kitchen had a much bigger purpose than just personal care. After a lifetime of battling her own issues with self esteem and inadequacy, God showed her a vision of an organization where women would be set free from those very feelings, and would learn their true identities in Christ.
When it comes to self esteem, as women, we are attacked most in the areas of appearance and where we are in life. Tru Definition Inc. aims to redefine beauty and success to encourage self worth and empower women to be confident in their identities.
We believe all women can embrace who they are,
can define their future, and can change the world when they understand who they are in Christ.
We are focused on teaching God's definition of beauty and success to promote a healthy and positive self image among women and girls.
We believe that women will be set free from feelings of inadequacy, rejection, and low self esteem, when they learn the truth about how God sees them.