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TRUFF

A luxury condiment brand offering truffle-infused hot sauce, olive oil, mayo, and pasta sauce.

  • Clean Ingredients
FOUNDER Nick Guillen & Nick Ajluni
HEADQUARTERS Huntington Beach, CA
TRUFF
  • Black Truffle Oil - TRUFF - Consumerhaus
    TRUFF

    Black Truffle Oil

    $24.99

    If you’re a truffle fan and haven’t tried TRUFF’s Black Truffle Oil, you must’ve been living under a rock. Made with real black winter truffles inf...

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  • TRUFF

    Hotter Sauce

    $17.98

    Looking to step it up a notch? Check out the Original Hot Sauce’s big brother: Hotter Sauce. This sauce is packed with the same base ingredients of...

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Behind the Brand

TRUFF was conceived by co-founders Nick Guillen and Nick Ajluni, who met at a college party and became fast friends. At the time, Nick G. had a side hobby of acquiring one-word Instagram handles and, without spending a dollar, fortuitously stumbled upon the available handle @sauce. He immediately realized the value of the handle and recruited Nick A. to help him start the account. Inspired by their shared passion for streetwear and hip-hop culture, Nick G. and Nick A. began posting content on food and pop culture, initially with zero intention of starting a company. However, once they hit over 10,000 followers in just a few months, they both knew that they wanted to take @sauce one step further. After hours and hours of researching different sauce brands, they discovered that there was a void in the market for a luxurious and upscale lifestyle hot sauce brand.

Determined to create the “Dom Perignon of hot sauce”, Nick G. and Nick A. experimented with various high-end ingredients like saffron and caviar before ultimately deciding to incorporate truffle into their sauce. They iterated through more than 300 different formulas over the span of two years, developed a custom truffle-shaped cap for their glass bottles, and officially launched their hot sauce to the world in December of 2017. The TRUFF team, still operating under the @sauce Instagram handle today, has since launched additional products including truffle olive oil, pasta sauce, and spicy mayo. From features on Oprah’s “Favorite Things” list to collaborations with Taco Bell, TRUFF has become a food culture icon and grown into one of the Internet's most loved sauce brands.

Meet the Maker

What has been your most unforgettable moment (good or bad) while building your company? - +

There have been so many! Throwing away our entire first batch of sauce back in 2017 was a bittersweet moment. Meeting Oprah a few years later was an amazing moment!

What is your favorite thing to do in your free time? - +

Hanging with friends and getting some golf in have been our recent go-to's! As well as listening to podcasts, we love a good podcast!

What is an essential part of your daily routine? - +

Exercise and healthy eating!

What is your biggest pet peeve? - +

Our biggest pet peeve early on was when people would tell us that "we should be selling TRUFF at the farmers' market" and that we could probably sell "10 bottles in a whole day there." Haha.

What is one thing most people don’t know about you? - +

Most people think that TRUFF is the first business that we attempted, but it was actually our 3rd / 4th!

What do you want to be remembered for? - +

We want to be remembered for being good people first, and then entrepreneurs second!

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