Luuv

A beautician who got tired of telling clients what not to buy.

Marju Sepp spent years as a cosmetic specialist in Tallinn listening to clients describe what had not worked, and in 2017 set about making the alternative herself. LUUV is now a family business with its own factory in Tallinn, formulated by Estonian biochemists, and by one account the sixth largest cosmetics manufacturer in the country, which is a peculiar sentence to write about something that started with one beautician's irritation. Browse the full bath, body and cosmetics edit.

COSMOS Ecocert certified, which is the checkable part.

The formulations carry COSMOS Ecocert certification and leave out petrochemicals, parabens, silicones, paraffin, aluminium, dyes and synthetic preservatives. The range runs across face and body, hair, hands and feet, deodorants, dry oils, and the natural self-tanners they are probably best known for. Awards have come from Green Beauty, Universal Beauty and Free From Skincare. Find more from the region in our Baltic brands collection.

Family run, still in Tallinn.

Everything is developed and made in Estonia in their own building, which is unusual for a brand of this size and useful when you would like to know who actually made the thing. It sits among our family-owned and women-led brands, and among our sustainable brands on the strength of the certification rather than the adjectives. Find a gift in our gifts for her edit, browse everyone we stock in the brand directory, or read the stories behind the work in the journal.