In this exclusive interview with CanadianSME Small Business Magazine, Sahar Saidi, founder of LUS Brands, shares her inspiring journey from a self-proclaimed “unemployable” individual to building a multimillion-dollar business. LUS Brands has revolutionized the curly hair care market with its innovative 3-Step System, offering easy-to-use products designed to simplify the curly hair routine. Sahar discusses the inspiration behind the company, her commitment to keeping LUS Brands Canadian-made, and her unique approach to customer service. With an unwavering focus on quality, community, and empowerment, Sahar continues to disrupt the beauty industry, helping women embrace their natural selves and take control of their financial futures.
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 https://lusbrands.com/. 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.
Love Ur Curls: https://ca.lusbrands.com/pages/allproducts
Your journey from being “unemployable” to founding a multimillion-dollar company is inspiring. How has your experience as an immigrant and your personal struggles with curly hair shaped LUS Brands’ mission and products?
Like most people with curly hair, I grew up hating my curls. I did everything to “fix” and “tame” them. When I discovered hair gel and mousse as a teenager, my world changed. I never knew there were products on the market that could turn my frizzy, pouffy curls into “nice hair.” I spent 20 years of my life before founding LUS Brands, experimenting with different products on the market. The problem was I needed multiple products and 1.5 hours every day to wash and style my hair. It wasn’t easy.
In my mid 30’s, I was searching for simplicity. I didn’t want to pile multiple products on my hair just to “tame” my curls for the day. My quest to simplify my own curly hair routine led to the development of our innovative 3-Step System. Turned out, there were tons of other people out there with wavy, curly or coily hair who were equally fed up and looking for simplicity too. ‘Curly Hair Simplified’ is our motto but it is truly at the heart of everything we do here at LUS Brands.
LUS Brands has experienced explosive growth since its launch in 2017. What key strategies have you employed to scale your business while maintaining profitability, especially in the Canadian market?
I think a big part of our explosive growth comes down to staying true to our mission while being really intentional about how we scale. From day one, we’ve focused on building strong, direct relationships with our customers — listening to their feedback and creating products that genuinely solve their hair care challenges. That customer-centric approach has been a huge driver of our growth and loyalty.
We’ve also been disciplined when it comes to profitability. Instead of chasing rapid expansion at any cost, we’ve been thoughtful about our investments — whether it’s in product development, people, marketing, or operational efficiencies. In the Canadian market specifically, we’ve worked hard to create a seamless e-commerce experience, balancing affordability with the quality and performance our customers expect.
Another key strategy has been our commitment to education. Curly hair care isn’t just about great products — it’s about knowing how to use them. We’ve put a lot of effort into creating content that empowers our community to embrace and love their natural hair, and that’s helped us build a community, not just a customer base.
You’ve mentioned that keeping LUS Brands Canadian-made was non-negotiable. Can you elaborate on why this was so important to you and how it has impacted your business?
Canada welcomed my family and I as refugees from a war-torn country in the late ‘80s; I always knew that if I were to succeed as an entrepreneur, I wanted to build my company here so that I could give back in some small way. I am proud that 95% of our employees are Canadians; that so many partners in our supply chain are also Canadian, and most importantly, that we make incredible “Made in Canada” products that we ship globally.
Canada has incredibly high standards when it comes to product safety, quality, and ingredient transparency, and I wanted those same standards reflected in everything we create. Manufacturing here means we have full oversight of our production process, ensuring that every product meets the level of quality our customers deserve.Our community appreciates knowing that when they buy products from Love Ur Curls®, they’re getting products made with integrity, care, and a real commitment to excellence.
Your approach to customer service, including one-on-one support, seems unique in the digital age. How has this strategy contributed to your success, and how do you plan to maintain it as you continue to grow?
Customer service has been — and always will be — a cornerstone of our success. From the start, we knew that selling hair care products online came with a unique challenge: people aren’t just buying a product — they’re looking for solutions, guidance, and support. That’s why we invested heavily in providing personalized, one-on-one customer care. When you reach out to our team, you’re speaking to real women with curly hair who truly understand our products and our community’s needs. Our team is available 7 days a week with response times that we’re really proud of — under 24 hours on email and under 5 hours on social. That kind of accessibility and attentiveness is rare these days, and it’s something our customers really value. We’re working on building an education hub for our customers to help them learn how to use the products appropriately on their own curls, which should help reduce those types of tickets that we receive; but nonetheless, we have made an intentional decision to continue investing in Customer Support as we scale up.
As we conclude, what advice would you give to aspiring Canadian entrepreneurs looking to disrupt traditional industries and scale their businesses rapidly?
Surround yourself with a great team. As you scale, you’ll need people who not only believe in your mission but are also willing to roll up their sleeves and get things done. Building a strong, supportive culture from the beginning will make all the difference in navigating growth.
Never underestimate the power of community. Your customers are your best advocates, and building an engaged, loyal community around your brand can drive success in ways that traditional marketing alone can’t. Listen to them, learn from them, and make them feel like they’re part of your journey.
