Lorna Luxe breaks into beauty with minimalist brand, 98 Beauty
Lorna Luxe, one of Britain's OG fashion and lifestyle creators, has officially made her move into the beauty industry with the launch of 98 Beauty. The debut product, the Hydra Bond Hydrating Mask (£35), is a one-step solution to healthy, radiant hair, formulated for 'real people' with 'real routines'.
Known for her elegant aesthetic and candid storytelling, Lorna Luxes (whose off-screen name is Lorna Andrews) has cultivated a loyal audience. Following successful brand collaborations, including her best-selling collections with In The Style and her very own home fashion brand L.A-SPACE, 98 Beauty marks her first standalone move into beauty.
Her entrance comes at a time when influencer-led beauty brands are dominating the market. Over in the US, Hailey Bieber’s recently gave beauty its latest billion-dollar moment, announcing she has sold her cult-favourite skincare and colour cosmetics brand Rhode to E.l.f. Beauty in a blockbuster deal valued at $1 billion (£740 million). If you needed more proof of the power of influencer brands, look closer to home at Molly-Mae Hague’s tanning brand Filter and fashion brand Maebe, not to mention Jess Hunt's Refy, Grace Beverly's TALA or Jamie Genevieve's Vieve. Influencers with engaged communities are rewriting the rules of beauty branding.
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Lorna’s approach stands out for its intentional simplicity. Rather than launch a full product suite, she’s starting with one: the Hydra Bond Hydrating Mask, a multi-benefit treatment born from her personal experience with androgenic alopecia and a desire for fuss-free solutions.
She said: "I’m time-poor. I haven’t got the hours to faff about with loads of different masks and treatments. I just wanted one thing that does it all and actually works."
Developed in partnership with haircare scientists with more than four decades of experience, the hair mask has been created to cater to those recovering from damage or for those who want to keep their locks in "top shape with minimal effort".
The formula includes Castor Oil for hydration and growth, Olive & Avocado Oils for elasticity and softness, Brazil Nut Oil to enhance shine and reduce breakage, Hydrolysed Vegetable and Wheat Proteins to strengthen from within and Colour Protection Complex for vibrancy and longevity.
It’s also infused with Ghost No.98, a scent Lorna created for her home fragrance collection and now woven through her beauty line. The fragrance evokes the serenity of her countryside home, otherwise known as 'The Ghost House' to her loyal social media followers.
The Hydra Bond Hydrating Mask is available now at no98beauty.com.
