The People's Choice - Vote now!

Entrant: Lusid Beauty Ltd

City: Auckland

Website: https://www.lusidbeauty.com

About My Business

Lusid Beauty is a producer of hair care products designed specifically for your hair structure, so you can embrace your natural hair. Created by Rezo-qualified (curly specialist) hair stylist, Tash Brooks, out of frustration of not being able to discover products that worked for her coily, thick hair. She created Lusid to be inclusive of all hair types to help others to embrace the hair they have, with sustainability in mind for a better planet. All Lusid products are NZ made, organic, ethically sourced, cruelty free, child-friendly, plastic free, with no silicones, sulfates or parabens. Sold exclusively online. Lusid's hair care spectrum has been created to make it easy to find the right bar for your hair structure using a two step scale. Starting with coily, curly, wavy to straight hair, followed by density; from thick, medium to fine hair. Unlike traditional hair care; Lusid bars are sulfate free. Sulfates are used to create foam in a traditional shampoo, however they aggressively strip the scalp from natural oils which leads to an oily scalp or dandruff. Lusid's new and improved bars weigh 70g and convert to 1.3l of liquid, where traditional bottles are 80-90% water. Ingredients and packaging are sourced locally. They are packaged in boxes which are FSC certificated, printed with soy based inks, and are home compostable. Our innovative styling products include our top selling Lusid Curl Gel is a hybrid product which has a crem' component to hydrate curly/wavy hair, and a gel component which helps cast the curl and maximises the curl pattern for even the heaviest of curls. An essential product for all curly friends to fight the frizz for curl perfection. Lusid Smoothing Serum add smoothness and shine. It's suitable for all hair types and is plastic free. Unlike traditional serums, it is silicone free. Silicones coat the hair shaft giving a false shine and smoothness and prevents water from reaching the hair cuticles leading to hair dehydration.

Why We Should Win The Peoples Choice Award

Our customers inspire us to create new and innovative products. They challenge us and give us feedback so we can do things better. Alex Coats (@capricious_curls) has fine curls. She tried our Lusid Hydrating Creme Gel and found that it weighed down her fine curls. She needed a styling product that had a lighter hold. The Hydrating Creme Gel was designed for the most challenging coily thick hair structure. We had a gap in our styling range to meet the requirements of people needing a lighter hold for their curls, and for those wanting to volumise wavy and straight hair. As a plastic free, zero waste company one of our biggest challenges when it comes to innovation is creating a product in a format that is not only plastic free but cost effective. We now have a voluminsing foaming mousse for wavy/straight hair and a curl-defining foaming mousse for wavy/curly hair to give definition without weighing down fine curls. Founder of Lusid, Tash, is not only a Rezo qualified hair stylist, make up and body effects artist but she also has an engineering degree which has been utilised in the new product development process. She has innovated a foaming mousse which we believe is a world first for a completely plastic-free format. The foaming mousse is purchased as a liquid solution in a glass bottle with an aluminium cap. Tash has created a unique wooden shelf called 'The Avocado' with two holes which connect the foaming mousse solution to the glass dropper with a rubber teat. Add two drops of foaming mousse solution to a damp Lusid cruelty-free brush and quickly circle in the palm of your hand to create foam. Add the foam to towel-dried hair and scrunch upwards from the ends for a light hold. At Lusid it is important to us that no hair structure is excluded from potential Lusid hair happiness. Inclusivity and diversity is the reason our business exists. We choose to be unlike other businesses that use sulphates because they create a great foam or plastic because it's cheaper. All of our ingredients are organic and are free from harmful chemicals such as silicones, sulphates and parabens to ensure Lusid products are safe for the whole family. We choose to source our ingredients and packaging from Auckland businesses as we believe in supporting locals to boost our economy. We currently make all our products by hand but are in the process of scaling up our production on our key lines to be produced by manufacturers in Auckland to make retail friendly. We aim to have our NZ-made Lusid products in your local retail stores by the end of 2021 to make them even more accessible for every kiwi.


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