The People's Choice - Vote now!

Entrant: Lusid Beauty Ltd

City: Auckland


About My Business

Lusid Beauty produces haircare products specifically designed for your hair structure, so you can embrace your natural hair. Tash Brooks, Rezo-qualified curly hair stylist, created Lusid Beauty out of frustration at not being able to find sustainable products that worked for her thick, coily hair. Lusid aims to be inclusive of all hair types. When creating the company, Tash wanted to give consumers the opportunity to use sustainable hair products. All Lusid products are NZ-made, organic, ethically sourced, cruelty free, child-friendly, plastic free, with no silicones, sulphates or parabens. 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. Lusid bars are sulphate free to avoid stripping the scalp of natural oils. Lusid bars weigh 70g and convert to 1.3l of liquid. Our products are packaged in boxes which are Forest Stewardship Council (FSC) certified, printed with soy based inks, and are home compostable. Our innovative styling products include our top selling Lusid Curl Gel which has a cr'me 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 fighting against frizz. Lusid Smoothing Serum adds smoothness and shine. It's suitable for all hair types and is silicone free to allow water to reach the hair cuticles for proper hydration.

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 improve. For example, Alex Coats (@capricious_curls) tried our Lusid Hydrating Cr'me Gel and found that it weighed down her fine curls. She needed a styling product that had a lighter hold, revealing a gap in our styling range. At Lusid, one of our biggest challenges is creating a product that is both plastic-free and cost effective. Founder, Tash, utilises her engineering degree when developing new products. She has invented a plastic-free foaming mousse which we believe is a world-first in this format. The mousse is purchased as a liquid solution in a glass bottle with an aluminium cap. Tash created a unique wooden shelf called 'The Avocado' with two holes which connect the foaming mousse solution to the glass dropper. 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, then scrunch into hair to style. We now have a volumizing foaming mousse for wavy/straight hair and a curl-defining foaming mousse for wavy/curly hair to give definition without weighing down fine curls. We source our ingredients and packaging from Auckland businesses to boost our economy. Currently our products are hand-made and sold exclusively online. We are in the process of scaling up the production on our key lines to be manufactured 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, making them more accessible to every Kiwi.

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