LinkedIn · Sep 2025
LUS Brands announced Robert Beredo joined its executive team as Chief Digital Officer to help accelerate digital transformation and e-commerce growth.
Company research
Public company, workplace, funding, and market signals
Updated Jul 29, 2026
Overview
Toronto/Mississauga-based Canadian-made DTC hair-care brand founded in 2017 by Sahar Saidi. Best known for the Love Ur Curls® 3-Step System for wavy, curly, and kinky-coily hair; sells primarily direct-to-consumer, plus Amazon and selected salons/e-tailers. Small, mostly Canada-based team with a hybrid work pattern and a strong customer-first, self-love / curl-education brand position.
Primary product
Love Ur Curls® 3-Step System
Founded
2017
Headquarters
Mississauga, Ontario, Canada
Team size
11-50 employees
Work style
Hybrid
Industry
Retail
Sub-industry
Beauty & personal care / hair care
Offices
1-6905 Kenderry Gate, Mississauga ON L5T 2Y8, Canada
Unit 10 - 2900 Argentia Road, Mississauga, ON L5N7X9, Canada
155 University Avenue, Toronto, ON, Canada
2 Bloor St E Ste 3500, Toronto, ON, Canada
Business model
direct-to-consumer e-commerce
marketplace sales (Amazon)
select salon wholesale / direct-to-salon
select e-tailers / retail distribution
Funding
People & investors
Leadership
Founder & CEO
Chief Digital Officer
Head of Brand Marketing
Director of Operations
Director of Logistics
Director of Finance
Work & culture
Customer-first and community-driven, with an emphasis on inclusion, confidence, and curl education. Public signals suggest a fast-moving DTC brand that values ownership, collaboration, and practical execution over polish for its own sake.
Work style
Hybrid
Compensation
Public compensation data is limited. LinkedIn employer ratings show compensation at 3.9/5, and a public job posting showed a salary band of roughly C$60k-C$75k annually for a sourcing specialist. Broader salary bands are not publicly disclosed.
Benefits
medical coverage
dental coverage
life insurance
employee assistance program
RRSP matching
paid vacation
personal days
bereavement leave
paid holidays
annual wellness allowance
product discounts for employees/family/friends
Product & market
Pricing
Premium packaged hair-care products sold individually and in bundled systems (e.g., 3-step kits), with discounts/sales on bundles and repeat-purchase products.
Differentiators
- —simple 3-step routine instead of multi-product regimens
- —curl-type customization for wavy, curly, and kinky-coily hair
- —sulfate-free and silicone-free formulations
- —Canadian-made / in-house-developed positioning
- —strong customer service and education content
- —direct-to-consumer brand community and self-love messaging
Technology
Shopify
Shopify Plus
Zendesk
Klaviyo
Yotpo
Google Analytics
Google Tag Manager
HubSpot
Braze
Segment
Salesforce
Salesforce Marketing Cloud
Sprout Social
QuickBooks
Slack
Figma
Adobe Creative Cloud
Google Workspace
Stripe
PayPal
Customers
people with wavy hair
people with curly hair
people with kinky-coily hair
direct-to-consumer curl-care shoppers
Amazon shoppers
salon customers and stylists
North American consumers
Competitors
CurlSmith
Rizos Curls
Cantu
SheaMoisture
DevaCurl
CurlMix
TreLuxe
Pattern Beauty
Ouidad
Flora & Curl
Scale & contact
Estimated revenue
≈$3M estimated annual revenue (2024)
Estimated monthly visits
6.4K
Latest news
TrendHunter · Apr 2025
Covers a product launch adding a weightless volumizing foam to the LUS lineup.
Toronto Guardian · Apr 2025
Profile of LUS Brands covering its DTC model, Amazon/salon distribution, product system, and the claim of over 10 million bottles sold.
CanadianSME · Mar 2025
Founder Sahar Saidi discusses the brand’s 3-Step System, Canadian-made strategy, customer service focus, and continued growth while staying profitable.
Business Press Canada · Sep 2024
Feature on the brand’s mission, origin story, product simplification strategy, and self-love positioning.
Jobs and careers at LUS Brands
0 jobs at LUS Brands
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