Our Story – LUS Brands

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LOVE UR SELF

Our mission is as simple as the products we create: To encourage you to genuinely love and accept yourself — for all that you are and for all that you are not — so your unique beauty can shine through.

Our mission is so important that we incorporated it right into our company name, LUS (Love Ur Self) Brands. So every time you see it on one of your bottles, you are reminded to Love Ur Self… just a little more each day!

MADE IN CANADA

As a Toronto-based brand, we’re proud to incorporate our Canadian values into every aspect of LUS. First and foremost, that means we work with and support local manufacturers, chemists and creative talent. In fact, almost everyone on Team LUS is Canadian! Another Canadian thing about us? We value quality over quantity. We take pride in our product formulations, ensuring we only offer products that simplify your curl routine (and your life!), not complicate it.

What does this mean for you? It means you can feel confident about the quality and safety of our ingredients and formulations. And because we’re homegrown, you’ll experience shorter shipping times, won’t face import duties, and you won’t be paying marked-up international manufacturing costs. Lastly, it means you’ll be supporting a local Canadian brand that was founded with the purpose of supporting you.

And if all that isn’t Canadian enough, if you’ve ever talked to our Customer Service team, you’ll know that we’re really polite, too. 😉

What We Stand For

Everyday, LUS Brands is committed to the following values:
 
EMBRACING INNER BEAUTY
Whether we’re talking about a person or a product, we know that true beauty radiates from within. That’s why we use gentle, effective ingredients and why we spent countless hours of R&D perfecting our formulas. It’s important to us that our customers and our products feel just as good as they look.
 
BEING REFRESHINGLY REAL

We are a 'non-beauty' beauty brand! We create products designed to disrupt the stigmas and agendas that profit from women masking their natural features instead of enhancing them. We believe there’s courage in honesty, and we’re committed to being 100% transparent in everything we do.

Just a few incredible curlies from Team LUS (Company holiday party 2019)

KEEPING THINGS SIMPLE

We believe in quality over quantity. That’s why our core product line is built around a simple 3-step system:

1. Shampoo 2. Conditioner, 3. All-in-One Styler.

We believe that if products actually work, you shouldn’t need a ton of them (and countless hours) to look your best!


CREATIVITY IN COLLABORATION

Our products aren’t just made for our customers; they’re made by our customers. We created LUS (Love Ur Self) Brands because we were struggling to find effective products that actually worked, simplified our curl routines, and allowed us to embrace our own unique features.

Do you have an idea or an unmet need in your beauty routine? Share your thoughts! 

 

Founder Story

I wouldn’t say there’s a perfect formula for beauty, but if you ask me the formula for a childhood plagued by low self-esteem, I can speak from personal experience:

Being an immigrant + geeky clothes + "ugly" hair = nobody’s date to the dance

 

Of course this formula isn’t exclusive to me. We all have a unique story, shaped by our different experiences, that may have eroded our self-esteem. Most of the time this lack of self-assurance can be attributed to not measuring up to what society deemed “beautiful” at the time.

And that’s why I started LUS (Love Ur Self) Brands. Here, we create easy-to-use products designed to disrupt the stigmas and agendas that profit from women masking their natural features instead of enhancing them.

I believe that creating a better world starts with everyone developing a better self-image. It’s only then that women are empowered to become better friends, mothers, neighbours, corporate executives, game changers, and history makers.

 

Sahar Saidi, Founder

Designed for you
and your curls

Our 3-Step System comes in Wavy, Curly, & Kinky-Coily so you can choose your perfect match!
Already know your curl type?

Designed for you
and your curls

Our 3-Step System comes in Wavy, Curly, & Kinky-Coily so you can choose your perfect match!
Already know your curl type?