LUS Brands GTM brain

LUS Brands sells Love Ur Curls hair care products and routines to people with naturally textured hair and their families.

category

Textured hair care

market profile

  • text: The brand addresses consumers overwhelmed by complex curly hair product routines.
  • text: Its direct-to-consumer offering includes adult and children's products, bundles and a curl quiz.

personas

  • title: Curly-haired consumer
    pains:
    • Needs definition and hydration without a complicated multi-product routine
    • Struggles to choose products for hair that changes over time
  • title: Parent of a child with textured hair
    pains:
    • Needs an approachable routine for a child's curls
    • Wants age-appropriate products and easier daily care
  • title: Consumer seeking hair repair
    pains:
    • Wants treatment for damaged curls while retaining definition
    • Needs a way to choose between moisture, repair and styling products

icp

  • text: Individuals with wavy, curly or coily hair buying personal care online, rather than organizational accounts.
  • text: Families shopping for adult and kids curl routines; the storefront serves US shoppers and lists international destinations.

message pillars

  • text: Simplify a complete curl routine.
  • text: Help shoppers find the right routine.
  • text: Address different hair goals, including definition and repair.

objections

  • objection: How do I know what works for my curls?
    response: The site offers a curl quiz and organizes products by hair goal.
  • objection: Will a routine require many products?
    response: The brand offers a three-step system and premade bundles to simplify selection.
  • objection: Can my family shop for children's products too?
    response: The storefront includes a dedicated kids range.

competitors

  • name: CurlMix
    why: Competes for consumers buying dedicated curly hair routines.
  • name: Bread Beauty Supply
    why: Textured hair care brand serving a similar consumer need.
  • name: Fix My Curls
    why: Curly hair product specialist identified among competitors.

influencers

  • name: Sahar Saidi
    url: https://canadiansme.ca/canadian-innovation-sahar-saidis-vision/
    why: Founder whose personal hair-care experience informs the brand story.

keywords

  • curly hair routine
  • curl defining products
  • wavy hair products
  • coily hair care
  • curl hydration
  • kids curly hair products
  • curl repair treatment

voice

  • Encouraging and inclusive
  • Simple and practical
  • Self-accepting

signals

  • text: A shopper seeks to simplify a textured hair routine or find a product for definition and hydration.
  • text: A parent is searching for a children's curl routine.

pricing

model: unknown

motion

product_led

channels

  • direct-to-consumer ecommerce
  • SEO
  • referrals
  • loyalty program
  • press

confidence

medium

Founders

  • name: Sahar Saidi
    title: Founder/CEO
    role: CEO
    bio: Founder & CEO at LUS Brands Inc. Our hair care line ('Love Ur Curls') empowers consumers with curly hair to embrace their natural hair texture by providing a simplified and effective product system.

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