LUS Brands

Active

Hair care products for curly hair.

Winter 201820 peopleToronto, ON, Canada

lusbrands.com ↗See on the Idea Map Consumer momentum

About

LUS (Love Ur Self) Brands is a "non-beauty" beauty brand startup based in Toronto, Canada. Launched as an e-Commerce brand in Jan 2017, LUS aims to create innovative products that help consumers embrace their own natural and unique features, instead of altering or masking them. Our first product line, Love Ur Curls, consists of a simplified 3-step system for consumers with naturally curly/textured hair. Our innovative styling products are water-activated and customized for different hair types: wavy, curly, and kinky-coily.

From their website

as of Jun 7, 2026lusbrands.com ↗

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LUS Brands offers hair care products designed to simplify curly hair routines with a focus on hydration, definition, and frizz reduction. Their flagship Love Ur Curls line emphasizes a simple 3-step system and products styled for curl health rather than labeling by curl type.

The core offering is the Love Ur Curls 3-Step System (Cleanse, Condition, Style) and complementary products. Step 01 Cleanse uses a sulfate-free formula with Shea Butter and Moringa Oil to gently cleanse without stripping curls. Step 02 Condition is a silicone-free conditioner that detangles and hydrates. Step 03 Style is a multipurpose definer (Curl Defining Lotion) that provides natural definition and softness, aiming to replace multiple styling products. The system is marketed as a complete routine with bundled options and add-ons like volumizing and hydrating kits, plus related care lines (Treat, Restore, Scalp Care) and fragrance-free options.

Who it’s for: Consumers with curly hair seeking simple, effective routines for hydration, definition, and frizz reduction; individuals interested in a 3-step system or bundle-based purchases, including those seeking fragrance-free options.

Features

3-step wash day system
Sulfate-free cleansing
Silicone-free conditioning
Curl defining lotion for natural definition
Hydration-focused formulas
Bundle and kit options
Fragrance-free and multiple collections

Active e-commerce with multiple product bundles, promotions, and new/seasonal launches; indicates ongoing traction and product line expansion.

Founders · 1

Sahar SaidiFounder & CEO

Founder & CEO at LUS Brands Inc. Our hair care line ('Love Ur Curls') empowers consumers with curly hair to embrace their natural hair texture by providing a simplified and effective product system.

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