Meet the New Hair Care Line Custom-Designed for Latinas

Four years of research and development. Hundreds of focus groups and interviews. Decades of industry expertise when it comes to hair care for the Latina consumer. And one game-changing breakthrough using proprietary technology. That’s what went into LatinUs Beauty, better known as Lu, the new hair care brand that’s custom-designed for Latinas. What can Lu do for you? #MNHD ordered a sample (available on Amazon and getting rave reviews) so we could find out.

Hair Care for Every Hair Type

Made in the USA, Lu comes in three collections that are not only based on hair type, but also on mood. If you need to control your look all day long, reach for the Control Collection, which gives you incredible salon-worthy hair right out of the shower and helps tame your frizz, split ends, and flyaways. Control works wonderfully on straight hair, fine hair wavy hair. 

On the other hand, if you want to rock your curls, coils, waves or weaves, Freedom is the collection for you. Designed for pelo rizado, Freedom adds bounce and definition while delivering needed hydration to your locks. 

The Rescue Collection rounds out Lu’s hair care line and is the product you need if you have damaged hair that’s looking flat, dull, dry, or otherwise meh due to harsh chemical treatments, hot tools, or even the effects of your environment. 

While Lu was made for Latinas, the product works on all hair types and hair textures. We tried all three, and here are our findings.



What People are Saying

“After just one use, my hair feels softer and less damaged on the ends.”

“This is a very high quality product, and it smells awesome! I like the Impossible Keratin, my hair is colored and highlighted, so the extra conditioning from keratin makes a difference. Highly recommend it, give it a try, you will love it!”

“It only took a day of use for me to notice a difference – my hair was much less dry, which led to less frizz and more defined curls. It’s worth a try for sure.”

“Healthiest hair I’ve ever had. Even my hairdresser noticed the difference! Wonderful product.”

Stronger, Smoother, Healthier Hair With Every Wash

  • Every Lu product is made with a proprietary vegan keratin formulation called Impossible Keratin™, which combines vegan keratin, vegan collagen, and silk amino acids to deliver 3X the strength and 3X the flexibility vs. regular keratin. This makes your hair resistant and less prone to breakage.
  • Each collection includes a shampoo, conditioner, and styling cream that work together to lock in moisture and nourish your hair all day long.
  • Every product is clean and cruelty-free. That means no parabens, sulfates (SLS and SLES), phthalates, or colorants, and absolutely no animal testing. Just clean, natural ingredients that are good for your hair.

There are several reasons why Lu could become your new favorite hair care product. For one, it smells amazing. Every collection has an incredible fragrance that’s infused with natural ingredients like mandarin, bergamot, jasmine, and sweet almond. It also feels fantastic when you use it, a thick and foamy lather that doesn’t lie heavy or feel greasy. And finally, your hair just looks and feels different after using Lu. It gives your strands shine and volume (if you have thin hair, you’ve GOT to try Lu), and leaves your locks feeling wonderfully moisturized rather than dry and flat. 

Does Lu Work for Hair Growth? 

Lu doesn’t cause your hair to grow, but it does help give thin hair extra body and increases its tensile strength – this is defined as the most amount of stress a hair can handle while being stretched or pulled before it breaks. Also known as elasticity, this is a way to measure your overall hair health and its ability to withstand the harmful effects of things like curling irons, your trusty hair dryer, color-treated hair, and other sources of hair damage. 

How to Use

Apply the shampoo to wet hair, lather, and rinse. Follow with the conditioner of your choice and repeat. After stepping out of the shower, apply the leave-in styling cream to damp hair. Scrunch into the hair beginning at the tips and working down to (but not touching) the scalp, and then style as desired. 

Where to Buy

Lu is available through the company’s website or on Amazon.  The company has been featured in Allure, Forbes, Fortune, and Quién, among other publications. Read the many 4- and 5-star reviews from verified Amazon customers to get an idea of what people are saying about the product. After she and her husband tried Lu’s Rescue collection, a user named Jane wrote “I am in love … My husband and I both have thick, coarse, curly hair. We have always both just shampooed and conditioned our hair every night, not really stopping to consider the fact that our specific hair types could maybe benefit from a special treatment. This shampoo and conditioner brought our heads of hair back to a healthy balance, stripping off yucky, unnatural silicones and parabens, and now we both have happy, healthy, relaxed hair that isn’t screaming for moisture every day.”

#MNHD Recommendation: Choose the Lu Collection that matches your hair type and incorporate all three products into your hair care routine. You’ll notice the difference after your very first wash!

For more information, visit https://latinusbeauty.com/

Let us know if you end up trying it. If you do, post and tag us (#MNHD) with a photo showing us your new hair day with Lu!

#MNHD Editorial Staff