Love Ur Curls unveiled a major brand refresh alongside two new moisture innovations, marking a decisive shift in how curl care is defined, chosen and experienced.
For decades, curl typing has defined the category—a shorthand that oversimplifies how real curls actually behave and need.
Over the past year, the brand made a deliberate shift away from curl typing and rebuilt its system around what curls actually need: definition, volume, moisture, repair and more. That shift now informs everything from formulation to packaging to brand expression.
At the center of this shift is a different approach to moisture in curl care. The two new moisture innovations set a new standard for hydration that goes beyond coating the hair, working from within to build softness, strength and long-term hair health.
“Curl type was never the full story, it was just one input,” said Sahar Saidi, founder and CEO of LUS Brands. “We’re moving away from over-simplifying hair into categories based solely on a letter and number system and toward creating products that respond to how unique curls actually feel, perform and change over time. This is modern curl inclusivity.”
Since launching in 2016, Love Ur Curls has helped simplify curl care for more than 2 million households worldwide, selling over 10 million bottles and building a global community grounded in self-expression and everyday confidence.
As part of this evolution, the brand introduced two new moisture innovations available now at Love Ur Curls:
Moisture Milk ($28 USD): A lightweight leave-in moisturizer designed to deliver lasting hydration, softness and shine without buildup or weight. Helps smooth frizz while maintaining natural curl movement and definition.
Moisture Infusion Butter ($30 USD): A rich, high-performance leave-in treatment designed to deeply replenish moisture and reinforce fragile strands. Helps reduce breakage while improving elasticity, softness and long-term curl resilience.
“This isn’t about adding more product steps,” added Saidi. “It’s about rethinking what moisture actually does for curls over time.”
All Love Ur Curls products are vegan, gluten-free, Leaping Bunny certified and formulated without sulfates, silicones, parabens, phthalates, synthetic dyes (and more).
For more information, visit loveurcurls.com or follow @loveurcurls on Instagram and TikTok.
