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Embracing Curls, Embracing You: LUS Brands' Journey to Redefine Beauty

Source: LUS Brands
  • LUS Brands redefines beauty, celebrating natural features with its "non-beauty" beauty brand focused on authenticity.
  • Love Ur Curls, the debut product line, encourages embracing unique curl patterns and self-love.
  • Founder Sahar Saidi's vision, core values, and effective ingredients shape LUS Brands, creating a movement in the beauty industry.

Beauty brands of today often focus on concealing and altering. Girls with curly hair often feel like their hair is a puzzle that couldn't quite be solved. My curls made me feel out of place like I didn't quite fit the beauty standards. 

LUS (Love Ur Self) Brands, based in the heart of Toronto, has emerged in the "non-beauty" beauty brand arena and decided to break the cycle. Far from conforming to traditional standards, LUS ventured into the beauty industry with a mission—to celebrate and enhance natural features rather than masking them.

Founded as an e-commerce brand in January 2017, LUS carved its niche with a unique approach that prioritizes authenticity over conformity.

Love Ur Curls: A Curl Revolution

LUS Brands' debut product line, "Love Ur Curls," showcases its commitment to authenticity. Recognizing the beauty in diversity, LUS crafted a simplified 3-step system designed for individuals with naturally curly or textured hair.

The innovation lies not just in the products but in the philosophy—encouraging users to embrace their unique curl patterns rather than conforming to societal norms.

Mission in the name: Love Ur Self

Beyond creating products, LUS Brands has a mission—to foster self-love. The company name itself encapsulates this commitment, as Love Ur Self (LUS) is a constant reminder to cherish and accept oneself daily.

The narrative isn't just about curls; it's about advocating for genuine self-love and acceptance, a mission that resonates with the brand's every endeavor.

Values that define LUS

LUS Brands is more than just a beauty brand; it's a movement with values that reflect its core beliefs:

1. Embrace Inner Beauty

2. Be Refreshingly Real

3. Keep Things Simple

4. Creativity in Collaboration

Sahar Saidi's vision: A personal journey

Sahar Saidi is the founder, and her journey shaped the ethos of the brand. Sahar's childhood experiences became the catalyst for creating a brand that disrupts stigmas. LUS Brands isn't just about selling products; it's about fostering a better self-image and empowering women to become the best versions of themselves.

Ingredients that speak volumes

The efficacy of ingredients is paramount in hair and skin. LUS Brands prioritizes substance over mere label allure. Extensive research and development led to the selection of key ingredients that truly deliver on their promises.

1. Moringa Oil: Known as the "miracle tree," moringa is a powerhouse of vitamins, minerals, amino acids, and protein. Moringa oil, extracted from the seeds, brings numerous healing and moisturizing benefits to hair and skin.

2. Shea Butter: A natural champion in conditioning and moisturizing for curly hair, shea butter is a staple in LUS formulations. Packed with antioxidants and anti-inflammatory properties, it serves as a natural heat protectant.

While these ingredients are remarkable, LUS Brands emphasizes that there's no overnight magic for hair damaged by years of treatments. The journey to healthier hair takes time, and the brand encourages users to be patient and embrace their curls gradually.

The business landscape

LUS Brands achieved over $1 million in sales and garnered a customer base of 19,000+ in its first year. While navigating the competitive $50 billion global curly hair market, LUS Brands raised $1.2 million in funding over two rounds. 

A continuation of the journey

In a world that often dictates norms, LUS Brands stands as a reminder to embrace what makes you unique, whether it's in your hair or your sense of self. After all, the true essence of beauty lies in authenticity.


Edited by Shruti Thapa

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