Founder & CEO of LUS Brands Inc.
Sahar Saidi is the Founder & CEO of LUS Brands Inc., a Toronto-based “non-beauty” beauty brand devoted to creating innovative products that help consumers embrace and love their own natural features. LUS (“Love Ur Self”) was launched in 2017 as a direct-to-consumer global eCommerce brand. The company’s first product line, Love Ur Curls, provides 5 proprietary formulas customized for consumers with curly hair. The company is backed by Y Combinator (W2018) and Comcast Ventures.
I wouldn’t say there’s a perfect formula for beauty, but if you ask me the formula for a childhood plagued by low self-esteem, I can speak from personal experience:
Being an immigrant + geeky clothes + “ugly” hair = nobody’s date to the dance
Of course this formula isn’t exclusive to me. We all have a unique story, shaped by our different experiences, that may have eroded our self-esteem. Most of the time this lack of self-assurance can be attributed to not measuring up to what society deemed “beautiful” at the time.
And that’s why I started LUS (Love Ur Self) Brands. Here, we create easy-to-use products designed to disrupt the stigmas and agendas that profit from women masking their natural features instead of enhancing them.
I believe that creating a better world starts with everyone developing a better self-image. It’s only then that women are empowered to become better friends, mothers, neighbors, corporate executives, game changers, and history makers.