# Curl-Focused Branding Strategies Love Ur Curls Boasts Two New Products and a Refresh By Kalin Ned | Published 2026-06-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/love-ur-curls References: [newswire](https://www.newswire.ca/news-releases/love-ur-curls-r-the-quiet-giant-of-curl-care-is-ready-to-make-noise-with-a-major-brand-refresh-and-two-new-moisture-innovations-898471790.html)  Love Ur Curls has undertaken a major [brand refresh](https://www.trendhunter.com/trends/raw-sugar-living1) 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](https://www.trendhunter.com/trends/got2b-curled-collection) 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'](https://www.trendhunter.com/trends/if-you-nyx-you-know-volume-2) 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 ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 53% | Activity: 69% | Freshness: 78% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### 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. ## Related on Trend Hunter - [Nourishing Curly Haircare Collections](https://www.trendhunter.com/trends/curl-la-la-collection.md) - [Multitasking Styling Creams](https://www.trendhunter.com/trends/smoothing-air-dry-cream.md) - [Moisturizing Textured Hair Care](https://www.trendhunter.com/trends/ultra-moisture-collection.md) - [Performance-Driven Textured Hair Products](https://www.trendhunter.com/trends/textured-hair.md) - [Uncomplicated Curly Haircare](https://www.trendhunter.com/trends/curl-math.md) - [Curl-Focused Leave-In Conditioners](https://www.trendhunter.com/trends/curl-leavein-conditioner.md) - [Bond-Building Hair Treatments](https://www.trendhunter.com/trends/bond-leavein-treatment.md) - [Lighthearted Curl Care Campaigns](https://www.trendhunter.com/trends/curls-just-wanna-have-fun.md) - [Texture-Inclusive Haircare](https://www.trendhunter.com/trends/texture-inclusive-haircare.md)