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The “Love Ur Self” Mission and Mindset

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!

love ur self - love ur curls

Our Values

Everyday, LUS | Love Ur Self is committed to the following values:

Whether we’re talking about a person or a product, we know that true beauty radiates from within. That’s why we try to use gentle, effective ingredients and 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.

We believe there’s courage in honesty, and we’re committed to being 100% transparent in everything we do. That’s why we:

    • Try to use real women in our ads, not professional models. Most of the girls you see in the images from our first photoshoot (scattered throughout this site and on our social media) are just real women, having fun and embracing their real curls!
    • Try to avoid Photoshop and major touch ups. We love your perfect imperfections and seek to enhance them, not mask them. #nofilter!
    • Have tried to eliminate most harsh chemicals and synthetics in our products, but refuse to market them as “natural.” We’re not about being trendy; we’re about being effective. And when it comes to curly hair, we know that certain ingredients simply work!

refreshingly real - Love Ur Self


We believe in quality over quantity. That’s why our core product line is built around a simple 3-step system:
1) wash, 2) condition, 3) all-in-one.

We believe that if products actually work, you shouldn’t need countless hours and a drawer full of expensive beauty products to look your best.

Our products aren’t made for our customers; they’re made by our customers. We created our company because we are real women who were struggling to find products that allowed us to embrace our unique features. That’s why we’re so excited about our growth! We know it gives us even more opportunities to hear from women about what it is they really need when it comes to beauty.

creativity in collaboration

Do you have an idea or an unmet need in your beauty routine? Share your thoughts! We will analyze your feedback and craft products around it, then allow our biggest fans to test them and vote whether they stay or not.


Founder's 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. 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, neighbors, corporate executives, game changers, and history makers.

Sahar Saidi, Founder,  LUS | Love Ur Self Inc.

founder's story - Love Ur Curls

P.S. Prior to starting this company, I didn't have an Instagram page or a Twitter account or anything like that (I know, I know... kinda late to the party). I've only ever had a Facebook page which I kept very small, intended only to stay in touch with friends and family around the world.

Now for the very first time, I am opening myself - and my life - up to you!  I am both nervous and excited about this decision. It is my sincerest hope that my story and the products that I have worked so hard to create will actually help others.  I know it's just hair, but for those of us with curly hair, the struggle is real!  And usually, it's a struggle that started at a young age.

So here is my story. And I can't wait to hear yours!


The Story of Love Ur Curls

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