Our Story

Our story began six years ago with a dream that inspired a mission. Our founding members (meet them below) were seasoned executives in the beauty industry who realized that there were no household hair care brands designed specifically for Latinas. Sure, there were – and are  – hair products in the market today that have Latina ambassadors, and products that work well for curly or wavy hair. 

But a hair care brand that represents the modern Latina and reflects her unique issues, pain points, and multilayered identity? A product that not only works with curly hair, or pelo rizado, but also champions and celebrates pelo malo? A beauty company that took the rich wisdom and teachings of our abuelas and applied it to modern hair care? We looked around, and we didn’t see it.

So we got to work. Lu wasn’t born overnight. We didn’t copy what others were doing and label it as our own. Our goal was to introduce the next frontier of what your hair products should do for you. To deliver on that promise, we went back to basics, to the lab for research and development, and to learning from you, our customers. For three years, we tested, developed, and refined our product, using proprietary technology, adhering to the cleanest and kindest practices in the industry, and working with some of the most knowledgeable people in the business. When Lu was finally born, it arrived in the form of three mood-based collections that were designed to meet the diverse needs of every Latina consumer. 

And then, a funny thing happened. We learned that the ingredients, fragrances, and innovation that made Lu special for Latinas also worked for everyone else. As Lu began to hit store shelves and gain a loyal following online, we kept hearing from men and women of every ethnicity, age group, and hair type, about how Lu had changed their hair game forever.

Inspired by Latino natural remedies passed down through generations and fueled by science, Lu exists to help all people feel empowered, confident, and beautiful.