This is Texture Talk, a weekly column that goes deep into the dynamic world of curls, from crowns of free flowing curls to strands hidden in a protective style.
Frizz: When it comes to hair, an unwelcome F-word for beauty that has been thrown for decades. What seems to be tamed and needs to be dealt with, and whether it is obvious or obscured, a word for curly hair for a long time. Only Google synonyms for frizz and bam: all curl types (wave, curl, coil and twist) appear.
The position of the beauty industry fighting frizz has softened as more and more frizz people learn how to embrace it except for its natural texture, but Toronto-based Sahar Saidi got the idea to start her own curl line. LUS brand, Dating back to 2015, the mainstream message for textured hair care still used a hair care regimen full of products with dark negative tones and direct consequences.
“Large brands have positioned themselves with this huge problem they have to tackle on curly hair, and they said,’Here’s all these products to solve the problem.’ I’m really tired of hearing that I need multiple products to submerge my curls, control the mane, and keep my hair in place,” says Saidi’s chronicle. And for the 39-year-old, along with a tiring and cumbersome hair routine, the constant desire to purchase tons of products to address the need for curls has been part of her hair journey since she was a kid. heartbreak. “I bought my first hair product when I was 15 with the money I got from my first part-time job. It’s been 20 years since I bought hair products before starting the company at 35,” she says. “I have a lot of hair and wanted to simplify my routine as I got older.”
Tired of the idea that every curl should motivate and wrestle with nature to make things easy, this entrepreneur abandoned his 10 years of sales and marketing career and started creating a hair care brand pared- sold directly to consumers. . The basics are made from simple and effective ingredients that have been tested by dermatology without damaging the curls.
After more than a year of investment in product development and multiple iterations, Saidi embarked on a three-stage system launched in 2017. Sulfate free shampoo; Color safety and Silicone free detangling conditioner And curl enhancement, All-in-one styling product Available in custom formulas for wavy, curly and twisted coy patterns. “The all-in-one styler came from my own frustration that I needed a leave-in conditioner, a styling gel, and some sort of serum to break the crunch and cast from the gel,” she says. “I thought,’Why do I spill 3 or 4 different products on my head?’
Since its debut, LUS Brands has launched Express. Deep conditioner Multitasking hair, skin and nails that recover in less than 15 minutes Elixir oil It is made with a mixture of 7 oils and vitamin E. Rich in Aloe Vera and Provitamin B5 Hair perfume It features the scent of an obsessed brand. “Hair fragrances are hot in the straight hair category. I said,’Why don’t there be any fragrances that are free of phthalates and alcohol, and are actually good for curls?” Top 40 under 40 in Canada Listing this year. More: The brand is releasing an unscented version of its signature 3-tier system this Boxing Day for those who prefer fragrance-free living.
What does LUS mean? Acronym that means “love ur self”. It is a collective reminder to stop fighting and start embracing. “The most important thing that ties all the curls together, type 2, 3, 4, etc., is that most people naturally reject and try to change something that grows out of their hair. We have become one in that struggle,” Saidi says. “LUS is about empowering people, starting with the hair.”