About Us
The Inspiration Behind LURIA
LURIA was born from a simple desire: to help every woman feel beautiful and confident, starting from the small details that make a big difference — like naturally long, healthy, and beautiful eyelashes.
It all started in Florence, driven by the desire to create beauty essentials that worked in harmony with the body, without compromises. We were tired of empty promises, aggressive ingredients, and products that harmed more than they helped. So we decided to change the rules.
Our Journey
Like many small realities, LURIA started from a kitchen table, not from a big meeting room. Between sleepless nights and continuous testing, we searched for natural and gentle ingredients until we found truly effective formulas — for everyone.
Word of mouth has done the rest: from friends to relatives, to our first enthusiastic customers. Today, LURIA is chosen by over 1000 women who have said goodbye to false eyelashes to rediscover their natural beauty.
Our Mission and Our Values
Our mission is simple: True beauty, created naturally.
We believe in:
Transparency: You have the right to know what you put near your eyes.
Delicacy: Zero aggressive ingredients, zero shortcuts — just gentle and effective formulas.
Empowerment: When you feel beautiful, you also feel stronger — and it's that little big boost of confidence that we want to give you.
Commitment to Excellence
We are a small team, but with a big heart. Every bottle is made with care, hand-packaged, and shipped with love. From our vegan and cruelty-free formulas to our satisfaction guarantee: we keep every promise.
We don't just sell a serum — we are building a community of women who want the best, naturally. And we are happy that you are here with us.
Thank you for choosing LURIA — even your eyelashes will thank you!