Prime Vegan Pro makeup brush set with cleaning pad and makeup sponge

Luvia · Professional Beauty Tools since 2013

We couldn’t find beautiful brushes. So we made them.

2013 → today8 million+ brushes deliveredVegan from day one

Our origins

LUVIA began with a focus on makeup brushes.
Brushes are at the heart of our brand.

Brushes are our starting point, our core expertise and still the benchmark for everything we develop.

The beginning · 2013

€7,000.
9 square metres.
One idea.

2013founded

7.000 €Starting capital

9 m²first office

3founders

After his time at SHANY Cosmetics, Daniel had to start again. Together with two partners, he founded LUVIA in a three-by-three-metre office. It was a small, honest beginning, with limited funds, plenty of hands-on work and the belief that beauty tools could offer more than function alone.

Daniel · Founder & product designer

Colour, heritage and a clear idea.

Daniel has German-Persian roots. Part of his childhood was spent between Esfahan, Tehran and Germany, where colour, patterns, architecture and materials shaped his visual world. Later, he noticed that many makeup brushes worked well but few felt like thoughtfully designed objects.

“Other tools have been thoughtfully designed for decades. Why shouldn’t beauty tools be beautiful and functional too?”The idea behind Luvia

From the archive

Created by hand.

The first LUVIA logo was drawn with a dip pen: soft, flowing and precise. The artwork for our first products, Leaf and Bamboo's Root, was also created by hand, photographed and incorporated into the packaging.

The logo drawn with a dip pen · Archive image

Early Bamboo’s Root brushes on hand-painted packaging — Hand-painted artwork meets our first product

Early on, the brand emblem became a visual motif in its own right: three crossed makeup brushes framed by a meander pattern.

Early Bamboo’s Root packaging design on a computer — From paper to screen, and back to the product

The first products

Makeup brushes with their own design identity.

Early Luvia Bamboo’s Root and Leaf brush sets

Leaf was green, with a design inspired by bamboo leaves. Bamboo's Root used nude tones and more visible bamboo handles. These first sets already expressed our belief that a brush could be both a tool and a design object.

2014Archived samples and first deliveries from this early period

From small beginnings to real products

The first boxes.

Samples, packaging and deliveries: these archive photos show how drawings became real products, box by box.

First Bamboo’s Root brush set sample with technical documents — First sample with construction and handle design documents

Open boxes from an early Luvia delivery — One of the first deliveries · Archive 2014

Stacks of early Luvia packaging — The first packaging has arrived

Small room filled with early Luvia stock — Limited space, many boxes and plenty of hands-on work

Team behind the scenes at an early Luvia photoshoot

The first photoshoot

LUVIA began with people who believed in the idea.

Our early budget for large productions was small. Even so, people offered time, help, trust and opportunities we could barely have afforded on our own. Photographer Michael Miklas from the Hanover area and Farah Salon in Hamburg helped create our early campaign imagery. We remain grateful for their support.

Our principle since 2013

Vegan. From the very first brush.

Early beauty photoshoot with Luvia makeup brushes

Vegan was never a passing trend for us. Before founding LUVIA, Daniel already questioned the use of animal hair in makeup brushes. From day one, we chose synthetic fibres, a principle that has shaped more than a decade of product development.

Our experience12+ yearsWorking with synthetic beauty fibres

Nurai fibre

To understand LUVIA, pick up a brush.

NURAI® was developed exclusively for LUVIA with a longstanding fibre partner. The registered trademark stands for an exceptionally soft synthetic fibre designed to pick up makeup in a controlled way and release it evenly. On skin, its intended feel is gentle and soft.

“You have to feel a LUVIA brush: the weight, the handle, the soft finish and the soft bristles. Then you know what makes it special.”Daniel

Experience and animal-hair-free fibresFor over a decade, Luvia has stood for vegan makeup brushes and brush sets, with more than eight million makeup brushes shipped. From the outset, we have used synthetic bristles without animal hair, offering an alternative for people who wish to avoid animal hair because of an allergy. Our especially soft Nurai bristles provide a delicate feel on the skin and allow gentle makeup application with light pressure.

Construction & materials

Every detail needs to work together.

For us, a LUVIA brush is a complete design: handle, weight, ferrule, fibre, colour, bag, holder and packaging all belong together.

01 · Fibre

NURAI® · Synthetic & soft

Our registered NURAI® synthetic fibre is vegan and shaped for comfortable application, controlled makeup pickup and even release.

02 · Ferrule

Aluminium & precision

Aluminium keeps the weight comfortable while providing stability and durability. It allows the ferrule to be precisely shaped as a clean transition between the fibres and handle.

03 · Handle

Wood & finish

Several coats of lacquer create an even finish and a pleasant feel. Models identified accordingly use FSC-certified wood. We select lacquers and adhesives carefully and base safety statements on the relevant product and test documentation.

Luvia photoshoot product scene arranged by hand — Product styling for a LUVIA photoshoot · Archive

From design to imagery

Every detail deserves another look.

Daniel still designs and develops the products himself, once with paper and pen and now also on an iPad, using fabric swatches, material samples and Pantone guides. He checks colours in different rooms because daylight, window light and artificial lighting can change how they appear. The archive photo shows the team arranging a product scene by hand for a photoshoot.

The handle and ferrule must work together.
Fibre colour and shape must fit the design.
The bag, holder and packaging are part of the product.
If a detail does not work, we adjust the schedule or start again.

Sometimes the team is ready for launch before Daniel is.

Prime Vegan Original

Before it became a classic, it was an idea on paper.

Pearlescent white handles, coffee-brown ferrules, coordinated fibres and a vegan PU-leather brush holder: Prime Vegan was one of the first products to fully express Daniel’s approach to design. Every component was conceived as part of a coordinated whole.

Early Prime Vegan sketches and product ideas — Sketches, concepts and first experiments

Prime Vegan development alongside a university book on design and branding — Design grows from intuition, learning, observation and revision. For Prime Vegan, Daniel even returned to an old university book on design and brand building.

Early Prime Vegan product photoshoot — An early photoshoot of a future classic

Early Luvia product sample presented in person

OTTO · The first major customer

The products were the presentation.

Daniel persisted until OTTO offered him a meeting. He brought the products themselves, and they made an impression. OTTO became an important early retail partner. Daniel is especially grateful to Annette Severon, the buyer who placed her trust in LUVIA early on.

Coming full circle

First the idea. Then the stage.

LUVIA began with Daniel’s wish to make beauty tools more beautiful. Years later, that design received an award. The archive images capture the anticipation before the ceremony and Daniel on stage with LUVIA afterwards. The trophy still stands on his desk.

Daniel before the award ceremony — Before: waiting, hoping and not yet knowing.

Luvia on stage at the award ceremony — Later: LUVIA on stage.

Brush by brush, over time.

8 million+

brushes delivered since the company was founded

A set containing ten brushes counts as ten delivered brushes. This number represents years of gradual growth, product by product, across Germany, Austria, Switzerland, Europe, Panama and the Middle East, including Dubai.

2013Founded

7.000 €Starting capital

9 m²first office

around 10people in our German team

8 million+brushes delivered

Honest value

Thoughtful products at an accessible price.

LUVIA has stayed small, with lean operations, a closely connected team and a focus on products. Our aim is to offer value without seeking the highest possible price for every brush.

“After unboxing, we’d love you to wonder how we made it at this price.”Daniel

A simple example

4,49 €A €44.90 set with seven brushes, a sponge, a cleaning pad and a holder contains ten components. Dividing the price gives €4.49 per component. The components do, of course, have different manufacturing costs.

Luvia set wrapped as a Christmas gift in an archive image

To keep. To give.

“Wow. It’s even more beautiful in person.”

The archive image shows the first time Daniel gave someone a LUVIA brush set as a gift. It helped him realise how well a brush set works as a present: something unexpected that can become part of the recipient’s daily routine.

Choosing colours, fragrances and skincare as gifts can be difficult. A quality makeup brush set offers a versatile alternative and an enjoyable unboxing experience. That is why coordinated packaging, colours, holders and bags matter as much to us as the brushes themselves.

Developed together

For us, collaboration means standing together.

Creator collaboration

Luvia × Coupleontour

A personal project with highs and lows, showing that a LUVIA collaboration also means supporting one another through difficult times.

Retailer collaboration

Luvia × Douglas

Shared product development, distinctive design and beauty tools that carry both partners’ signature.

A story that stayed with us

Taking responsibility for our claims.

A seriously ill customer once told Daniel how sensitive her skin had become and how comfortable she personally found her LUVIA brushes. She suggested promoting them for that purpose. We chose not to: an individual experience does not establish a medical benefit, and we did not want to use her illness in marketing.

This is an individual experience, not a medical claim or a recommendation for any condition or treatment.

A later Luvia office with product samples

The second office · One year later

Daniel still walks through the office with Pantone guides.

This archive image shows LUVIA’s second office. After about a year, our original three-by-three-metre room became a three-by-six-metre office: 18 square metres and another small but important step.

Today, around ten people in Germany work on LUVIA. Some have been with the brand for more than a decade, others since day one. Daniel calls LUVIA his baby and the team his family. It is a personal business, with all that entails.

“LUVIA is my baby. I’ve built a team I’m responsible for. They’re my family. And I finish what I start.”Daniel