Let's be real, everything just clicks when you're feeling your absolute best.

We care about you and we know how important your hair is, that’s why all our products are made with key ingredients that bring out the sparks in your every-day look.

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Here at Lu, we live and breathe authenticity. Our products are as REAL as they come and we understand that authenticity is not just a buzzword; it's a way of life. 

Our mission is to ensure that every product we have is a trust-worthy investment in your beauty and confidence. We understand that you demand the best, and that's precisely what we’ll give you.

Whether you desire high manageability, intensive repair, or free curls, we are committed to delivering real results from the very first wash.

Can we share a secret with you? All our products are enriched with authentic vegan keratin crafted and developed by our specialists for you, and we call it Impossible Keratin™. 

Healthier hair from the first use

Make it possible with Impossible Keratin™

Unlike synthetic alternatives, our Impossible Keratin™ complex works deep within each strand, repairing and strengthening from the inside out. You'll feel the difference right away, your hair will have a makeover experience.

If you want a polished look without frizz, our CONTROL collection is for you. If you want to enhance your curls or wavy hair, our FREEDOM collection will help you achieve that effortless look. If you need to nurture and repair your hair, our RESCUE collection will work its magic and give you just that.

  • Control Collection

    Specially made with Murumuru Butter sourced from the Amazon. It will give you that all day shine and hold, protect your hair from humidity and soften it with a game-changing manageability

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  • Rescue Collection

    With Shatavari-Infused glycerine from India. It combines the restorative properties of this ancestral root with deep moisturizing that fights split ends and nourishes your hair back to its bouncy, radiant best

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  • Freedom Collection

    Formulated with Moringa Seed Oil originally from the Himalayas. This sacred medicinal plant is rich in antioxidants and vitamins; it will add smoothness and shine for luminous, healthy-looking, natural waves and curls

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Control Collection
Rescue Collection
Freedom Collection

Right for you if you want:

  • Frizz-free hair
  • Volume, shine and definition
  • Restored and healthy hair
  • Only the best ingredients
  • A delicious and pleasant smell
I'm in!

So, how do you choose which collection is perfect for you? It's simple: take our Hair-Quiz and discover which products match your unique needs.

Discover how LU can transform your beauty routine… because a healthy hair is beautiful hair.

Take our hair quiz

Get ready to start your personalized hair care journey, unveil the true potential of your hair, and shine every day with authenticity.

Embrace being the real deal.

The Lu difference

  • Natural ingredients

    Powerful, clean ingredients. Responsibly sourced. Natural oils and butters that will transform your hair from the very first wash.

  • Scents

    Perfumist-grade scents that provide a pleasant smell that stays with you throughout the day without being overpowering.

  • Make it possible with Impossible Keratin™

    Powered by our revolutionary Impossible Keratin™ complex, infused with vegan keratin and silk amino acids, Lu takes hair care to the next level.

  • Always clean and cruelty-free

    Every product we make at Lu is free of parabens, sulphates (SLE, SLES), phthalates, and colorants, and is always cruelty-free. Read our full ingredient list here.

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