LUAMU celebrates Africa as the origin of clean beauty. With great intention, the brand locally sources indigenous ingredients, showcasing the rich botanical treasures of the continent. By harnessing the potency of African extracts and oils, LUAMU offers skincare solutions that are ethically sourced from the enriched landscapes of Africa. The brand’s commitment to African beauty exemplifies the essence of community and the profound connection between self-care and the preservation of African heritage.

LUAMU believes in the concept of slow beauty, fostering sustainable self-care practices that prioritize the future of our planet. Crafted in small batches, LUAMU products minimize waste and avoid overproduction, ensuring the active ingredients are at their most potent and effective. The brand honours the earth by employing sustainable packaging, with containers that are 80% recyclable and 100% reusable. By encouraging daily self-care rituals and a mindful approach to beauty, LUAMU advocates for a joyful and sustainable way of feeling and being in the world.

At LUAMU, the focus is on quality over quantity. The brand takes pride in formulating its solutions using certified natural and organic ingredients sourced from trusted suppliers. By handcrafting products in small batches, LUAMU ensures freshness and efficacy. By avoiding heavily processed ingredients, LUAMU preserves the natural healing properties of plants, such as enzymes, vitamins, minerals and antioxidants. This commitment to certified organic and eco-certified ingredients is driven by the belief that our skin absorbs everything we apply, directly impacting our overall well-being.

The brand is committed to compassion and does not believe in testing products on animals. None of their products are tested on animals nor are they sold in countries where animal testing is mandatory. In addition, LUAMU’s products are entirely plant-based, excluding any animal-derived ingredients ensuring that they are vegan-friendly. By prioritizing cruelty-free and vegan-friendly beauty, LUAMU extends its commitment to inclusivity and ethical practices.

LUAMU believes that good skincare should be accessible to everyone, regardless of wealth, age or background. The brand aims to democratize beauty by drawing on African ingredients and ancestral rituals. The brand recognizes that beauty starts from within, encompassing emotional and physical self-care. By embracing African ingredients and rituals, LUAMU encourages individuals to embark on a journey of self-discovery and self-care, fostering a sense of empowerment and well-being.