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We're on a mission to make caring for your little ones' curls easier, to give every curly-haired kid confidence from early on. No more tears, no more stress —just super gentle and effective curl products, inspired by our proven parent formulas.
Our products are designed to be safe & effective so parents can feel as
confident using them as kids will feel rocking their curls.
As an entrepreneur and curly-haired mom to two young boys, I have never valued time more. When I launched LUS (Love Ur Self) in 2017, I managed to simplify curly hair care for myself and millions of other curlies out there. But when I had wavy/curly babies of my own, I realized they needed something a little different…
For years, the moms in our community have been asking us for a kids’ line. Our adult line (Love Ur Curls) is already dermatologist-tested and approved, safe for sensitive skin, hypoallergenic, and non-irritating. Do kids really need more than that? The answer is YES.
Our Lead Chemist and Director of Research & Development (Michael) had his first baby months before mine. So we found ourselves constantly talking about our kids’ hair care needs, products on the market that we had each tried, and our frustrations. If the two of us were struggling to find products for our little ones, we knew there had to be other parents out there who shared our struggle and would appreciate a line that was safe yet effective on their little ones’ curls.
So we got to work. Our mission was to take simplicity to the next level and create a special line so babies & kids with curly hair could learn to love their curls from early on. I knew we had perfected the formula when I started using the samples every day on my kids, eventually calling Michael up for more. They were so good, I couldn’t run out.
Parenthood is thrilling and challenging, and even the most confident parent finds themselves questioning their decisions on a daily basis. With the launch of our kids’ line, our goal is to remove doubt in this one decision you have to make about your kids. We have mastered the science, so you don’t need to. Most importantly, we hope our products will make caring for your little ones’ curls easier, which in turn will help them love their curls from early on.
As a chemist specializing in personal care products, I took pride in my knowledge of ingredients and their safety. But everything shifted the moment I became a father. Suddenly, my standards immediately became more stringent, pushing me to reevaluate the products on the market I had once thought were safe for kids and babies. Sahar and I were both first-time parents of curly kids, with a passion for quality formulas, so the solution was simple: A line of gentle yet effective products that encouraged children to love their curls from a young age.
Our 2-in-1 Shampoo + Conditioner truly combines the essential properties of both products, to cleanse delicate scalps and hair, as well as conditioning. It is enhanced with a unique oil blend for improved slip and detangling, which simplifies bath time with fewer products (and rinses!) involved.
The Detangler + Leave-In Conditioner is formulated to make combing through ‘next-day’ knots and tangles a tear-free process and act as a versatile leave-in conditioner for everyday use.
The Baby Head-to-Toe Wash is made with precisely what infants need and no unnecessary extra ingredients. Effective enough to clean up even the messiest diaper blowouts, while maintaining maximum mildness for delicate new skin.
These products have transformed bath and brush times into fun, stress-free moments for our own family. My wife now handles our daughter’s hair with ease and most importantly, our children are growing up with the tools they need to love and embrace their natural hair and diverse heritage. To all parents navigating the wonderful, messy journey of parenthood, these products are for you – a token of our shared experiences, a testament to our love for our children, and a reflection of our commitment to their well-being and self-esteem.
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