Love Ur Curls® is a Canadian haircare brand under LUS Brands, founded in Toronto by Sahar Saidi. Established in 2017, the brand focuses on simplifying curly hair routines with its innovative, water-activated 3-Step System. This system is designed to provide soft, defined, and healthy curls without stiffness. Love Ur Curls® products are vegan, cruelty-free, and sulfate-free, and the brand proudly emphasizes its Canadian-made formulations. The core offering includes a universal shampoo and conditioner, along with an All-In-One Styling Lotion tailored for wavy, curly, and kinky-coily hair types. Additional products in the line feature a Volumizing Foam, Irish Sea Moss Gel, and convenient Curl Kits. Love Ur Curls® targets individuals with textured hair, particularly women of color, and has built a community of 1.5 million curlies across Canada and beyond. The brand is committed to providing effective solutions that promote confidence and self-love through embracing natural beauty.