In the beauty industry, finding products that cater to specific hair types can be a challenge. For those with curly hair, this challenge often involves navigating through a sea of products that promise results but fall short of delivering. LUS Brands, an internet-first company based in Toronto, Canada, was founded to address this very issue. Focused on providing curly-haired women with simple, effective hair care solutions, LUS (Love Ur Self) Brands is not just another beauty brand—it’s a movement towards self-love and acceptance.
The Birth of LUS Brands
LUS Brands was founded in 2016 by Sahar Saidi, an immigrant who experienced firsthand the struggles of fitting into society’s narrow definitions of beauty. Growing up with “ugly” hair, as she once described it, Sahar’s journey was marked by low self-esteem and a lack of confidence. Her experiences as a child, compounded by geeky clothes and the feeling of not being “beautiful,” fueled her passion to create a brand that would empower women to embrace their natural features instead of masking them.
Sahar’s vision was clear: to develop products that would simplify hair care for curly-haired women, allowing them to focus on loving themselves rather than struggling with their hair. This vision led to the creation of LUS Brands, a company whose name itself is a daily reminder to “Love Ur Self.” Today, LUS Brands offers a wide range of products, including wash and style, treat and repair, and styling tools, all designed with simplicity and effectiveness in mind.
Empowering Women through Self-Love
Sahar Saidi’s story is one of perseverance and empowerment. As a child, Sahar faced the challenges of being an immigrant, feeling out of place, and not conforming to societal beauty standards. However, these experiences shaped her into the visionary entrepreneur she is today. Sahar’s struggles with her own hair led her to recognize a gap in the market—there were very few products that truly catered to the needs of curly-haired women.
Determined to make a difference, Sahar founded LUS Brands with the mission to disrupt the beauty industry by creating products that enhance natural beauty rather than mask it. Her commitment to using gentle, effective ingredients and her belief in quality over quantity are reflected in LUS Brands’ core product line, which is built around a simple three-step system: wash, condition, and all-in-one styler. This simplicity has resonated with customers, many of whom, like Sahar, were tired of spending hours and money on beauty products that didn’t work.
Expanding the Self-Love Movement
Looking ahead, Sahar Saidi envisions LUS Brands continuing to grow, not just as a company but as a movement that empowers women to love and accept themselves. The brand’s commitment to transparency and authenticity sets it apart from other beauty brands. LUS Brands is not just about selling products; it’s about fostering a community where women can share their beauty routines, collaborate on product ideas, and support each other in embracing their natural beauty.
As LUS Brands continues to expand its product line and reach more customers, Sahar remains dedicated to the values that inspired her to start the company. She believes that creating a better world begins with helping women develop a better self-image, which in turn empowers them to become better friends, mothers, leaders, and changemakers. In a world where beauty standards are constantly changing, LUS Brands stands as a beacon of simplicity, authenticity, and self-love. With Sahar Saidi at the helm, the future of curly hair care looks brighter and more beautiful than ever.
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