We Aim To Slay

It was pre-pandemic when I first learned about the brand LUS – which stands for Love Ur Self – a Canadian-based brand focused on teaching us to love our curls! From that first moment I knew that this was a brand I was going to love, and would love to work with!

Hardwork and manifestation paid off as earlier this year I was lucky enough to accept my first ever brand deal – working with L.U.S., right in time for the launch of their newest product – the Volumizing Foam!

Once I opened my first PR box (can we take a moment to appreciate that statement?!) I was beyond thrilled to see that it contained not only the Volumizing Foam, but my all time favorite hair product, their All-In-One styler, as well as a curl pick, shampoo and conditioner!

About L.U.S. Brands

Founded by Sahar Saidi in 2017, L.U.S – which stands for Love Ur Self – is on a mission “to encourage you to genuinely love and accept yourself – for all that you are and for all that you are not – so your unique beauty can shine through”! 

According to their website, Saidi and her team wanted to create a simple 3-Step System “designed to bring out the best in your natural curls,” that has been “filled with moisture-rich, curl-loving ingredients,” and that’s no joke! I have been using their system almost exclusively for the past month and I am so impressed with how soft and silky my curls feel!

The Volumizing Foam

The Volumizing Foam ($22 USD) officially debuted on April 14th, and it’s quickly become an integral part of my morning routine!

Touted to produce “maximum volume and weightless curls”, this styling product was formulated with rice water to help “lock in moisture, enhance softness, and smooth the cuticle,” and cotton seed extract to help “lift curls at the root while delivering condition benefits that keep strands nourished and hydrated.” And, formulated without “paraffin, DEA, mineral oil, gluten, synthetic dyes, sulfates, or silicones.”

Once I opened the package I immediately hopped in the shower to test run all four products! This was my first time using the majority of these products – all of which left my hair deeply moisturized and silky to the touch – but I was most curious about the Volumizing Foam for several reasons.

Firstly, I’ve only just recently started using a mousse style product in my hair. In the past, the results of using mousse left my hair dry and frizzy. But in the last month I started using another brand – which is linked on my Benable! – to style my edges and reduce the frizz framing my face. 

On first use the Volumizing Foam has a very subtle scent, both clean and sweet. The product – which I pump and rub into my hands before applying – absorbs and dries quickly, making it the perfect thing to reach for if you’re touching up your curls in the morning.

The more I’ve used this product, the more I’ve realized that it’s perfect for all kinds of use! I recently wore my hair straight for a week, and I used the Volumizing Foam as a prep product prior to using my heatless hair curler; I’ve used it to style freshly washed curls; to touch up overly frizzy sections; to style up-dos; and I can’t wait to see what other styles I’ll be able to achieve using the Volumizing Foam! 

This is a product that I will absolutely be buying once this bottle runs out!

The 3-Step System

This was my first time using the Step 1 Shampoo and the Step 2 Conditioner products, and I have to say that I was especially impressed by this shampoo!

As any #CurlyGirl knows shampoo tends to strip the hair of all of the natural oils, leaving your scalp itchy and your hair dry and frizzy. I was pleasantly surprised to find that this shampoo did the opposite – not only was my hair not stripped of oil (evident in the lack of frizz and silkiness), but my hair and scalp felt very clean!

When I first tried the conditioner, I was neither impressed nor disappointed, I simply was. That led me to use my typical leave-in conditioner before moving to styling. Do I think this conditioner is hydrating? Yes, but, I felt as if I needed to use a lot of product before I could move to detangling. That isn’t a terrible problem, but it does mean that I’ll go through the conditioner much faster. Since my initial test run, I’ve used the conditioner twice more and I’ll be honest, it’s a product that works better when you use it more consistently.

If you read my 2019 review of the Step 3 All-In-One Styler – you can find it here! – then you’ll know that this is a product that I have loved for many years! It’s quite literally a one-and-done kind of deal; applying a generous amount of the All-In-One post washing is all you need to protect your curls and style your best curl day ever! 

I’ve used this product as a stand alone and in tandem with other styling products (you can find a full list of my favorite hair products here, in the W.A.T.S. Master List!), but no matter what, it’s one that I like to keep in stock 24/7! And, the L.U.S. team made sure to create the Volumizing Foam as the perfect compliment to the All-In-One styler!

My Thoughts!

Clearly, I have a deep rooted love for L.U.S. Brands, but now I can confidently say that I recommend using every single one of these products! And now, I can’t wait to get my hands on the rest of these offerings!

Interested in trying them for yourself? All products can be ordered online directly from L.U.S. Brands, via Amazon, and Curl Warehouse, and you can even find some L.U.S products in select Walmart and Ulta Beauty locations!

** Edited 5/29/25 **

About two weeks ago, I reached out to my LoveUrCurls rep., Vanessa, to share this article and the accompanying videos (available on YouTube!) and she shared some tips that I have tested out!

Both the Step 1 Shampoo and the Step 2 Conditioner are water-activated formulas (as is the Step 3 All-In-One Styler!). So, what does that mean? And, how does that impact your use of the products?

“When you’re using our steps 1, 2, and 3 they are each really concentrated and water activated formulas, so you’d need less than you’d normally use…but add more water as you apply,” said Vanessa.

And she was absolutely right! So if you have not been getting the most amazing results with your LUS 3-Step System, try adding more water and less product!

What Do You Think?

This is your sign to fall back in love with your hair – curly or straight! – with the healing and hydrating power of L.U.S. Brands! And, make sure to watch my full unboxing, testing, and review of the Volumizing Foam which is live on the We Aim To Slay YouTube Channel, and check back in on Friday to see how I use the 3-Step System to protect my curls while wearing them straight!

I’ll be back next week to share my review of Middlesex Fashion Week!

Have a great rest of your week, and remember to SLAY!