LUS

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LUS, which stands for Love Ur Self, is a curl care brand that has turned the conventional approach to curl routines on its head with their revolutionary one-product-for-all-curls philosophy. Built on the radical idea that a single, expertly formulated product can work beautifully across all curl types, LUS has simplified the often overwhelming world of curl care into something that is accessible, effective and genuinely transformative. If your curl routine feels complicated, expensive or exhausting, LUS might be exactly the reset you need.

Where is LUS from?

LUS is a Canadian brand, founded and developed in Canada with a mission to make curl care simpler and more accessible for wavy, curly and coily hair enthusiasts everywhere. The brand has grown significantly beyond its Canadian origins and is now available to curl enthusiasts around the world including here in Australia through Curly Life.

What is LUS known for?

LUS is best known for their groundbreaking All-in-One Curl product, a single styling formula that works as a leave-in conditioner, curl definer and frizz fighter all in one step. The brand is celebrated within the curl community for proving that effective curl care does not have to be complicated, time-consuming or expensive, delivering consistent, beautiful results through a simplified approach that has resonated deeply with curl enthusiasts who were tired of managing a ten-step routine. LUS is also widely praised for their inclusive approach to curl care, with their products formulated to work across all curl types from wavy to coily.

What curl types are they formulated for?

LUS formulates for all curl types, which is the defining feature of their brand philosophy. Their products are designed to deliver effective results across the full spectrum of wavy, curly and coily hair regardless of porosity level, density or curl pattern, making them one of the most inclusive and universally accessible curl care brands available anywhere in the market.

When were they founded?

LUS was founded in 2017 in Canada, growing rapidly through the curl community as word spread about their simplified, effective approach to curl care and the remarkable results that curl enthusiasts of all types were experiencing with their products.

Most popular products

LUS is primarily known for their All-in-One Styler, which comes in different formulations tailored to different hair densities including fine, medium and thick. This hero product has become one of the most talked-about and recommended curl products in the community for its ability to deliver defined, frizz-free and moisturised curls in a single step. Their shampoo and conditioner range has also earned strong praise for complementing the All-in-One formula and completing a simplified, effective curl routine that does not require hours in the bathroom.

Are they vegan, cruelty-free or organic?

LUS is a vegan and cruelty-free brand across their entire product range. They do not test on animals and formulate without animal-derived ingredients. The brand is committed to clean formulation practices and avoids a range of harsh or unnecessary chemicals throughout their range.

Are the products sulphate-free, silicone-free or curly girl method approved?

LUS products are sulphate-free and formulated with curl-safe ingredients, making them compatible with the Curly Girl Method across their range. The brand's commitment to clean, effective formulation makes them a trusted choice for curl enthusiasts who follow a more natural approach to their curl care routine.

Shop LUS at Curly Life

LUS is available at Curly Life, Australia's home for expert-curated curl care. A simplified approach to curl care, products that work across all curl types and a brand philosophy built around self-love and natural beauty make LUS one of the most refreshing and accessible brands we stock. Shop the full LUS collection at Curly Life today and discover what your curl routine looks like when you take away the complexity and keep only what works.