About Luvia Cosmetics – A brand with attitude, origin and heart

Beauty means freedom – and responsibility

Luvia represents a new era of professional makeup tools – characterized by aesthetics, function and an uncompromising attitude.
The brand was founded in Germany in 2013 by Daniel Shahparian with a clear vision: to develop tools that not only support but define beauty. Since then, Luvia has combined clear design lines with a deep understanding of the product. Every detail—from the selection of materials to the final shape—follows one principle: beauty should not only be visible, but also tangible.

Internationally established and listed with leading retail partners, Luvia is now one of the style-defining players in the European beauty segment. Its products combine modern precision with a touch of timeless elegance – for people who seek more than just effectiveness in their beauty routine.

Luvia isn't a trend. Luvia is a statement.

The brand with attitude – not with trend

Even in 2012, cruelty-free cosmetics weren't standard. Brands barely talked about vegan alternatives. But Daniel pursued a clear path:
To create brushes that are better than real hair – but without animal suffering. No compromise on quality. No more excuses for consumers.

The solution: Nurai® fiber , a vegan high-performance fiber that's softer, more durable, and more hygienic than animal hair. It absorbs products optimally, releases them evenly, and is gentle on skin and the environment.

For Luvia, this was not a marketing measure, but a promise.

Tools of Beauty – For all people

Luvia sees makeup brushes not as accessories, but as tools . Without a good tool, you can't achieve a good result. That's why Luvia stands for:

  • Single brushes for beginners
  • Set solutions for advanced users
  • XXL formats for professionals , such as the largest powder brush on the market or the internationally protected Luvia make-up sponges

The brushes will last for several years with normal use – provided they are properly cared for. Luvia offers a dedicated care guide with pictures and tips on its website.

Inclusive. Innovative. Real.

Luvia is not only a pioneer in vegan brushes – but also in terms of diversity and attitudes . The company collaborated with representatives of the LGBTQ+ community early on and developed products that reflect diversity. Not for marketing reasons – but because it's part of the brand's DNA.

A genuine openness that grew out of Daniel's life between cultures. For Luvia, everyone should be allowed to be who they are.

The quiver instead of clutch – design meets function

While many brands packed brushes in clutch bags, Luvia listened to the community. The result: the iconic Luvia brush holder – made of vegan PU leather , durable, stylish, and practical.

He is:

  • Transport box for on the go,
  • Storage for the bathroom or dressing table,
  • Workstation for make-up artists on set.

Although PU is a synthetic leather, in combination with “vegan leather” it communicates exactly what Luvia represents: value, ethics and style.

Produced with heart and mind

All products are designed in Germany – together with makeup professionals, influencers, and, above all, end customers. This is the only way to create products that work for everyone , not just professionals.

Production takes place selectively in Europe (e.g., Italy, Spain) and the Far East – where the art of brush making originated. The goal: global quality with ethical responsibility.

Sustainability as a design principle

Luvia was one of the first brands to eliminate plastic packaging . Each brush used to be individually wrapped like a fine cigar – until Daniel himself realized that this was beautiful but impractical. Today, Luvia relies on sustainable packaging:

  • FSC-certified materials
  • Reusable boxes & quivers
  • Paper instead of plastic

The packaging is designed so that it can be reused even after opening – for example, as a jewelry or storage box.

A brand for real people – not an investor project

Luvia remains independent and owner-managed to this day – without external investors and without artificial price manipulation. Instead of aggressive discount codes, Luvia focuses on fair prices from the start , so everyone has access to high-quality, ethical cosmetics.

The community includes people between 20 and 45 years old – from beginners to beauty nerds to professional makeup artists.

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What customers often want to know:

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Our products & their special features

What makes Luvia brushes special?

Luvia brushes are made from our exclusive Nurai® fiber —softer than human hair, antibacterial, durable, and 100% vegan. They absorb makeup perfectly, distribute it evenly, and save product.

Are Luvia brushes really vegan and cruelty-free?

Yes, absolutely. Luvia is certified by PETA and the Vegan Society . From the very beginning, we have consistently avoided animal ingredients and animal testing.

How long do Luvia brushes last?

With proper care, our brushes will last for several years . On our website, you'll find illustrated care instructions that show you how to clean them optimally.

What is special about the Luvia brush cases?

Our vegan PU brush cases are stylish, practical, and durable. They serve as a transport box, storage, and workstation—perfect for home or on the go.

What is Nurai® fiber?

Nurai® is our specially developed, premium synthetic fiber. It is antibacterial, dimensionally stable, and outperforms human hair in terms of hygiene, durability, and comfort.

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Application & Recommendations

Which brushes are particularly suitable for beginners?

For beginners, we recommend the Prime Vegan Candy Set . Alternatively:

  • 208 powder brushes
  • 135 Concealer brushes
  • 213 Blush Brush

Which sets are suitable for professionals?

Our signature brush sets and the larger XXL sets are designed for professional applications – also ideal for makeup artists on set.

How do I clean Luvia brushes properly?

For optimal care of your makeup brush sets, we recommend gentle cleaning with our exclusive Luvia Brush Soap. Carefully clean the brush heads under lukewarm water, working the soap into the brush heads using circular motions.
Afterwards, always let the brushes dry upside down – this will preserve their perfect shape and prevent moisture from penetrating the ferrule (metal sleeve). This routine will preserve the silky quality of your Luvia brushes for many years to come.

Can I buy brushes individually or only in sets?

You can also buy all brushes individually – perfect for expanding your collection or testing them out.

What is the difference between the Flawless Face Set and the All Eye Want Set?

The lawless Face Set contains brushes for foundation, blush, powder & co.
All Eye Want is specifically for eye makeup (blending, defining, eyeliner).
Brand, origin & responsibility

Who is behind Luvia?

Luvia was founded in 2012 by Daniel Shahparian , an entrepreneur with German-Persian roots. His vision: high-quality, vegan cosmetic products with ethics and style.

Where are Luvia products manufactured?

The design is created in Germany, in collaboration with makeup artists and consumers. Production takes place in selected partner companies in Europe and the Far East .

What does the name Luvia mean?

“Luvia” is a made-up name – inspired by soft movements, flowing brushstrokes and the gentleness of a feather on the skin.

How sustainable is Luvia?

Our packaging is often plastic-free , made from FSC-certified materials , and deliberately designed to be reused—for example, as a jewelry or brush box.

Is Luvia an independent brand?

Yes. Luvia is an owner-managed company without external investors . We make decisions with our hearts, not based on the stock price.