Lorna Luxe Unveils 98 Beauty

Lorna Luxe, the British influencer and entrepreneur loved for her effortless aesthetic and relatable realness, has made her beauty debut with 98 Beauty, a new minimalist haircare brand. Inspired by her own journey with androgenic alopecia, Lorna’s entry into the category is driven by personal experience, practicality, and performance.

Rejecting multi-step routines and unnecessary treatments, 98 Beauty is built on the belief that products should simply work. “I’m time-poor,” Lorna explains. “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.”

The result is a streamlined haircare collection anchored by the Hydra Bond Hydrating Mask, a rich yet weightless treatment that strengthens, smooths, and replenishes elasticity in a single step. Developed in collaboration with scientists with over 40 years of haircare expertise, the mask is a powerhouse blend of hydrating oils, reparative proteins, and colour-safe technology, formulated to reinforce the hair’s natural structure.

The formula centres on the brand’s Hydra Bond Complex, designed to support shine, strength, and flexibility. Key ingredients include Brazil nut oil for softness and gloss, hydrolysed elastin and wheat protein to minimise breakage and boost resilience, and hydrolysed vegetable protein to fortify from within. A Colour Protection Complex helps preserve vibrancy and resist fading, while a nourishing trio of olive, avocado, and castor oils delivers deep moisture, elasticity, and long-lasting protection.

Completing the launch collection are two daily essentials: the Hydra Bond Hydrating Shampoo and Hydra Bond Hydrating Conditioner. Both are formulated with the same performance-driven complex as the mask and provide targeted protection against chemical stress, such as colouring and bleaching, and mechanical stress, including wet brushing, heat styling, and tightly pulled hairstyles. The shampoo cleanses gently yet effectively, while the conditioner smooths, detangles, and restores softness without adding weight.

True to Lorna’s attention to detail, 98 Beauty’s sensory experience extends beyond texture and performance. Each product is scented with Ghost No.98, the signature fragrance first introduced in December 2023 as a candle under her fashion and lifestyle brand, L.A–Space. Warm, enveloping, and designed to linger, it brings a distinct identity to the range and elevates a daily routine into a moment of indulgence.

The debut 98 Beauty collection is available at no98beauty.com, with prices ranging from £22 to £35.