Luuv

A Beautician Who Got Tired of Saying "Not That One."

LUUV was started in Tallinn in 2017 by a cosmetic specialist who had spent years listening to clients describe what had not worked, and eventually decided the simplest response was to make the thing that would. It is now a family business with its own production in Estonia, and the formulas are developed by biochemists, which is a reassuringly unglamorous sentence to find in a beauty brand.

COSMOS certified, which is the checkable part.

Most of the range carries ECOCERT COSMOS certification, the sort that involves an actual inspector rather than an adjective. The self-tanners are what they are best known for: dry oils, foams and a face serum that deliver a tan without the orange, the smell or the ruined sheets. Beyond those there is face and body care, hair, hands and feet, and deodorants.

Still made in Estonia.

Everything is developed and made in their own building, which is unusual for a brand of this size and very useful when you would like to know who actually made the thing you are about to put on your face.

For more for the bathroom shelf, have a browse of our bath, body + cosmetics edit. LUUV sits among our family owned and women-led brands, and in sustainable brands on the strength of the certification rather than the adjectives. If it's a present, see our gifts for her, and there are more from that part of the world in our Baltic brands.