Powered by a first-to-market, human-identical vegan protein, the salon-grade rinse-off treatment is clinically shown to deliver 5.7x more strengthening in a single use than the leading bond repair treatment.*

NEW YORK, Sept. 15, 2026 /PRNewswire/ —  Love Ur Curls®, the flagship curl care line of LUS Brands, today introduces the Bond Repair Treatment Mask, a professional-grade rinse-off treatment engineered to rebuild damaged curls from the inside out. The brand’s proprietary formula is powered by TriBond Repair Complex™, built around a first-to-market vegan protein engineered to be human-identical to the keratin that makes up nearly 90% of the hair cortex. The mask is clinically shown to deliver 55% stronger hair after a single three-to-five-minute application, which compares to 20 uses of the market leading bond repair product.

The Bond Repair Treatment Mask (200 mL, $54 USD) is available now at loveurcurls.com.

MOISTURE HYDRATES. PROTEIN REBUILDS.

Hair damage has always been treated as something to manage. Mask it. Smooth it. Condition it. Make it appear healthier.

Love Ur Curls® is here to challenge that entire approach.

Because damage doesn’t just make curls feel dry — it changes what’s inside them. Heat, bleach, color, chemical processing, styling, brushing, and everyday wear. Over time, these stressors compromise the protein and internal structure responsible for hair’s strength, elasticity and resilience.

“We wanted to create a first-of-its-kind bond repair treatment mask, and we’re thrilled to be the first brand to bring this new technology direct to consumers,” said Sahar Saidi, Founder and CEO of LUS Brands. “The Bond Repair Treatment Mask works within the hair fiber to help rebuild what damage has taken away. We’re also incredibly proud that third party clinical testing has proven that our new proprietary formula outperforms the market-leading bond repair treatment in just one use, making professional-grade, high-performance repair both effective and easy to incorporate into a routine, at home.”

FIRST TO MARKET WITH HUMAN-IDENTICAL PROTEIN TECHNOLOGY

Love Ur Curls® is the first brand to bring this protein technology to curl care. Precision-fermented rather than animal-derived, it is engineered to mirror the exact structure of natural hair keratin, the protein that makes up nearly 90% of the hair cortex and is small enough to penetrate the cortex rather than sit on the cuticle surface.

This bio-memetic protein is paired with advanced, proven bond-building technology that make up the TriBond Repair Complex™. Together they address both the quality and the quantity of the hair’s internal structure: the protein acts as the scaffold, filling the physical gaps where keratin has been lost, while the bond builder acts as the welder, creating a dense network of new ionic and hydrogen bonds that stabilize the keratin already there.

Protein replaces. Bonds reconnect. Curl pattern returns.

REPAIR WITHOUT COMPROMISING CONDITIONING

Traditional treatments offer one or the other: structural repair or conditioning. The Bond Repair Treatment Mask pairs the TriBond Repair Complex™ with a Restorative Complex of shea butter and avocado oil to restore internal flexibility and moisture retention; moringa oil and murumuru butter to smooth the cuticle, boost shine and reduce friction for easier detangling; jojoba oil to form a breathable, sebum-like seal; rosemary oil and vitamin E to defend the fiber against oxidative stress; and provitamin B5 and aloe vera to hold moisture inside the fiber and prevent the brittleness that can follow a protein treatment.

Repair shouldn’t mean compromising conditioning.

THE PROOF IS IN THE RESULTS

• 55% stronger hair after just one use.*
• Up to 93% stronger hair with continued use.*
• 5.7x more strengthening than the leading bond repair product in just one use.*
• After 5, 10 and 20 applications, treated hair demonstrated structural properties exceeding those of untreated virgin hair.*
• Proven to strengthen and repair damaged, bleached hair.*

*Bond Repair Treatment Mask testing was conducted through clinical instrumental testing on 3x bleached human hair to measure strengthening performance.

Bond Repair Treatment Mask

200 mL  |  $54 USD* Launch offer price.  Limited time only.

Available at loveurcurls.com

All Love Ur Curls® products are vegan, gluten-free, Leaping Bunny certified, and formulated without sulfates, silicones, parabens, phthalates and synthetic dyes.

For more information, visit loveurcurls.com or follow @loveurcurls on social.

ABOUT LOVE UR CURLS

Love Ur Curls® is the flagship curl care line of LUS Brands, founded in 2017 as a direct-to-consumer brand built to simplify textured hair routines. Backed by Y Combinator (W2018) and other leading investors, the company has shipped over 10 million bottles of its innovative curly hair products globally. Through innovative formulas and high-performance curl care, Love Ur Curls® creates products designed to help every curl feel stronger, healthier and more confident on their terms.

ABOUT SAHAR SAIDI

Sahar Saidi is Founder & CEO of LUS Brands. Her work has centered on challenging rigid curl typing systems and building a more individualized, performance-led approach to curl care rooted in hair health and self-expression.

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SOURCE Love Ur Curls®