In conversation with our Founder Monika Frydrych

In conversation with our Founder Monika Frydrych we explore her journey into the world of hair care, the philosophy behind essentialism, and the importance of slowing down in our fast-paced lives. With a background in luxury beauty PR, Monika shares the inspiration for her brand, rooted in quality and simplicity, and her commitment to creating a capsule collection of timeless hair essentials and handcrafted accessories. Discover how her personal experiences shaped Luãre’s vision and what lies ahead for this innovative brand.

 

Monika Frydrych, Founder of Luãre.

 

Why did you decide to launch Luãre?

I have always loved beauty. I worked in this industry for the past 13 years before launching Luãre, leading communication and PR for many famous brands like L’Oreal, Miu Miu and Chloe beauty, as well as Douglas Perfumeries and Zalando, among others. Testing products was part of my job — to speak about them as a publicist, I really needed to know them after all.

However, as my days became fuller with different roles — including being a mom of two very active boys — I found I had less and less time for all that testing and trying. One day I realized I wanted “less, but better”. This inspired me to create Luãre, where quality and simplicity take center stage in beauty.

 

Did you have the “aha moment”?

I always thought it was overrated, but yes, I actually had one. My family and I were moving to Portugal for a while, and I needed to cut down on things since we didn’t have much space in the truck.

After the first day of unpacking in our new home, I decided to take a warm bath in the evening to enjoy some much-needed me-time after a busy day. That’s when I realized I still had so many cosmetics — mostly hair care products. I had streamlined other categories some time ago, but hair care had been a challenge. I found myself with a collection of products, each meant for a different “problem.” And it really hit me.

Not only did my hair not look its best because of the overwhelming number of products, but I also found it uncomfortable and unsustainable. I realized I didn’t even have time to use all of them — after all, which woman juggling a hundred roles a day, has? It became clear to me that I needed a more efficient and thoughtful approach to my hair care routine.

 

It sounds like a pivotal moment.

It was a mix of frustration and clarity. There I was, standing in my new bathroom, surrounded by a sea of products, feeling overwhelmed. Instead of the relaxing me-time I had hoped for, I was faced with a cluttered mess. Each product was different — varying shapes, too many colors, and a chaotic array of bottles — creating a cluttered atmosphere rather than a serene one. It struck me then that this wasn’t just about the products; it was about the unnecessary complexity I had allowed into my life. Instead of feeling relaxed, I ended up feeling tired and frustrated.

 

And that was THE moment?

Exactly! That’s when I thought, I’d love to have less, but better. One shampoo, one conditioner, one hair oil, one comb. Effective, multifunctional, with great ingredients, and beautiful as an object so I can proudly place it on a shelf and actually enjoy looking at it. And that was it.

 

You mentioned ‘less but better’. So you’re not planning to have 10 different lines covering different hair problems?

Definitely not. Luãre was built on the concept of capsule wardrobe – timeless, high-quality pieces made to last. Like a little black dress, beige trench coat or wool blazer, everything matching perfectly. I wanted to replicate this simplicity in hair care by creating an ultimate collection of timeless essentials that work harmoniously together, so the client doesn’t have to overthink and can just focus on what truly matters.

 

Sounds simple and convenient.

Yes, that was the goal. It’s hard to navigate in a world that is changing so fast — and definitely hard in the cosmetics industry, where so many products are launched every day, giving different promises and solving “problems” we didn’t even know we had. It’s easy to get lost and overwhelmed with all of this.

My mission at Luãre was to go beyond that. We don’t want to say you have a problem and offer a magic solution. Instead, we aim to focus on natural beauty and the overall health of hair, offering a capsule collection of high-quality products that are truly versatile and effective. Fewer products, but better and multipurpose. Because we really don’t need 10 different shampoos.

 

 

What about accessories?

Heathy hair it’s all about small steps –  choosing the right products but also high-quality accessories. I knew right from the start that all the accessories at Luãre should be handmade. I truly enjoy looking at crafts, admiring someone’s physical work, ideas, the touch of hands embedded in the object. In our daily lives, we are so overwhelmed by mass production. I wanted to bring something different to my brand — to celebrate the artistry and personal touch that handmade craftsmanship embodies, offering something truly unique and meaningful.

 

Why did you decide on accessories handmade in Switzerland?

I wanted Luãre’s accessories to reflect the same values we promote in our hair care products — timelessness, quality, and a personal touch. I chose Switzerland for its rich tradition of craftsmanship and quality. There is essentially one company in the world that hand-makes luxury combs, and it’s located in Switzerland. This company is renowned for its skilled artisans who take immense pride in their work, ensuring that each piece is not only beautiful but also made to last.

However, we don’t just produce in Switzerland. Our hair clips are crafted in France, where they excel in that art. The silk we use is sourced from Italy and sewn in boutique atelier in Poland that specialize in silk. Additionally, our towels are produced in Turkey, famous for its luxurious cotton. This global approach guarantees that every accessory not only meets but exceeds the highest standards of quality and craftsmanship, making each piece a statement of luxury and style.

 

You started with three cosmetics and three accessories. Why this choice?

My goal was to launch with a genuinely essential collection for daily hair care. Shampoo, conditioner, and hair oil form a basic trio essential for maintaining healthy hair. Additionally, our uniquely shaped Coastal Comb is incredibly versatile — it can be used for combing in conditioner, massage your scalp or style on the go, as it’s compact enough to fit in a purse. The Hair Hug Towel is crucial as it treats your hair gently when it’s wet and most vulnerable, an important part of a healthy hair care routine. Lastly, clips and claws are perfect, essential accessories for effortlessly styling your hair on the go. This foundational collection will of course expand to offer a complete capsule collection.

 

What is your favorite product?

Choosing a favorite product is challenging as I love them all and always carry them with me. If I had to pick, I’d choose The Signature Shampoo because of its multifunctional properties, acting as both a shampoo and conditioner. The Coastal Comb is also one of my faves due to its versatility — perfect for detangling, massaging or styling, whether in the shower or on the go. And so so beautiful!

 

What is the inspiration behind the brand?

The inspiration behind Luãre really comes from my time in Portugal. I was captivated by the serene beauty of the coastline — those stunning deep greens and blues of the ocean paired with the soft sandy shores. It’s such a calming environment, and I wanted to capture that feeling in our products.

For example, the shape of our combs is inspired by the wind-sculpted dunes, reflecting the natural curves and forms of the landscape. Our packaging is made from raw cardboard that has a tactile, rocky texture, evoking the feeling of the coastline under your fingers. We’ve also embossed ocean waves onto the packaging, bringing that coastal vibe to life. Our main color, Coastal Green, draws from the hues of the ocean, the surrounding forests, and the rock formations, tying everything together beautifully.

Last but not least, Onda, our signature scent, draws inspiration from a dreamy afternoon by the ocean, blending sun-drenched notes of neroli, sandalwood, musk, jasmine, remnants of sunscreen, and a hint of lime. It’s all about capturing that perfect beach day in a bottle!

 

 

What is the meaning behind Luãre?

The name “Luãre” was inspired by a personal moment of peace and balance. It came shortly after I decided to leave my corporate job and focus on building the brand (which didn’t have a name at that point). During a long walk at dusk on Cresmina beach, just outside Lisbon, I watched the early moon reflecting on the water. It was a calm, warm evening, and for the first time in a long while, I truly felt at peace. This serene moment sparked the idea for the name — “lua” in Portuguese means ‘moon’ and “mare” means ‘ocean’. The combination of these words symbolizes shine, balance and harmony, both externally and internally. Although I had other names on my list, I knew Luãre was the perfect choice.

 

What role does sustainability play in your product development and sourcing decisions?

Sustainability is at the core of what we do. I believe in making mindful choices, from sourcing ingredients to packaging. We even created our own Mindful Luxury™ code to guide us through every decision we make. I work with artisans, often family-run businesses, who prioritize sustainable practices, ensuring that our products not only look good but are also kind to the place we live in. It’s all about creating beauty that you can feel good about, knowing that each choice supports both quality, equity and the environment.

 

How do you incorporate moments of wellness into your daily routine?

I really value a balanced daily triage: mornings for exercise, days for work, and evenings for family and relaxation. I wake up early, around 5:00 AM (though not long ago, I would have never thought I’d be that person!), which gives me precious time to either go for a run or do some stretching and if I’m lucky and my kids are still asleep, I even get to squeeze in a bit of reading during that quiet time. I’ve also made it a habit to take a moment in the morning to look out the window instead of reaching for my phone right away — it really sets a positive tone for the day.

 

Any favorite rituals?

In terms of rituals, I love winding down in the evening with a book or podcast and a relaxing bath. I’m also a big fan of scents; I have quite a collection of perfumes, and I love to collect scent memories. Each fragrance reminds me of something special, so I seal a few milliliters in small bottles that I call “moments.” In my little library, I have scents that evoke my studies in Antwerp, my time working at L’Oréal, our honeymoon travel to California and Hawaii, home in Portugal and so many others.

I enjoy surrounding myself with scents from work, too. Having a diffuser with essential oils at my workspace adds a lovely ambiance. I like to change the scent based on the season — neroli in the summer and gingerbread in the winter. Recently, I’ve fallen in love with earthy sandalwood and refreshing green tea.

I’ve also recently started incorporating kobido facial into my routine. A beauty editor friend of mine recommended it as one of the best beauty hacks for beautiful skin, and I can definitely see why! It’s a wonderful way to combine relaxation with self-care.

 

What advice would you give to other women looking to start their own brands in the beauty or wellness space?

My advice would be to trust your instincts and stay focused and authentic to your vision. The journey can be challenging, but if you’re passionate about what you’re creating, that energy will resonate with others. Surround yourself with a supportive network, talk to others a lot  and don’t be afraid to ask for help along the way!

 

Can you tell what are your plans for the future?

I aim to build the brand by introducing more essential products to create a complete capsule collection for hair. This will include multipurpose cosmetics for care and effortless styling, and additional accessories, all handmade in Switzerland and France. I might also introduce other products featuring Luãre’s signature scent, Onda — a relaxing blend of neroli, musk, jasmine and sandalwood, quite unique for a hair care brand. Additionally, I plan to engage in women-supporting programs focused on finding balance and managing change, as these topics are very important to me. Time will tell!