Love Ur Curls has undertaken a major brand refresh and introduced two new moisture-focused products — Moisture Milk and Moisture Infusion Butter. These moves are part of a strategy that departs from the traditional curl typing system that classifies hair by letters and numbers. Instead, the company seeks to emphasize individualized care based on how curls actually feel and behave.
Sahar Saidi, Founder & CEO of LUS Brands, shares: "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."
Love Ur Curls' Moisture Milk is a lightweight leave-in lotion designed to provide lasting hydration, frizz control, and shine without weighing hair down, while Moisture Infusion Butter serves as a richer treatment aimed at deeply replenishing moisture, reducing breakage, and improving elasticity for fragile strands.
Image Credit: Love Ur Curls
What's Driving This Trend
- Behavior-based Curl Care
- Personalized routines built around how curls feel, react, and change create space for diagnostic tools, adaptive formulas, and more nuanced product matching beyond legacy curl charts.
- Moisture-first Textured Hair
- Hydration-focused launches for fragile, frizz-prone, and elasticity-challenged strands signal growth potential for layered systems that treat moisture as a core performance metric.
- Inclusive Texture Branding
- A shift away from rigid letter-and-number classifications reflects demand for messaging that validates individual hair experiences while differentiating brands in crowded curl-care markets.
Who This Affects Most
- Haircare
- Texture-specific innovation is expanding through lightweight leave-ins, rich treatment butters, and flexible regimens that address diverse curl behavior without relying on broad hair-type labels.
- Beauty Personalization
- Data-informed recommendations, sensory quizzes, and evolving hair profiles present new pathways for customized product discovery in curl and textured-hair categories.
- Consumer Packaged Goods
- Brand refreshes centered on inclusivity and performance-based benefits reveal opportunities for legacy and emerging CPG players to modernize positioning around identity-driven self-care.
