4 years of LUR: what I've learned, what's grown, and what's next

LUR was born out of a reconstruction.

Not from a business plan. Not from market analysis.

It was born from a phase in my life when I needed to believe again that I was still capable of creating, learning, and building something with intention... and soul.

It was May 29, 2022, when I introduced LUR to the world.

There was sunshine, family, close friends, and nerves that I tried to hide with a smile.

Four years later... it's still hard to believe we've made it this far.

What I've learned

I've learned that fear doesn't disappear.

You learn to walk with it.

Four years ago, I launched LUR with great excitement, but also with fear. Fear of failing. Fear of not being enough. Fear that no one would want what I had to offer.

Today, that fear no longer occupies the same space.

Not because everything always goes well; sometimes it goes wrong.

But because I've learned that rebuilding is also a beautiful way to grow.

In these four years, I've learned to formulate. To create a website. To take photos. To write. To build a brand practically from scratch, with my hands and my heart.

I've learned that asking for help is not weakness; it's intelligence.

And above all, I've learned this: a brand is not what the founder says it is. It's what people feel when they open an order, when they apply a product, when they recommend the brand to a friend, when they reply to a handwritten note.

That's what guides me, even today.

What has grown

When I launched LUR, many things were not in the plans.

It wasn't in the plans to create a sunscreen line, to be at the Selfcare Market in Lisbon alongside brands I admire, or to see hundreds of women make the Well-Aging line part of their daily routine.

Nor was it in the plans for the orders I prepared alone to be prepared by the incredible team at ARCIL, in Lousã, a partnership that fills me with deep pride.

New points of sale, new partnerships, new challenges arrived.

But what grew the most, and what I least expected, was the community.

People who recommend LUR to friends, mothers, daughters. People who return. Who stay. Who trust.

And somewhere along the way, I realized something important:

LUR is no longer just me.

It's your routines, your messages, the trust you place in me and in LUR.

And that... perhaps that's the most beautiful achievement of these four years.

What's coming next

I won't tell you everything just yet.

But I can tell you this: these four years have taught me enough to know that there's still much to build.

New products are on the way.

New ideas.

New learnings.

With the same care, the same intention... and probably some fear too.

But now I know one thing: fear doesn't have to disappear for us to continue to grow.

Stay tuned. 👀

A word of thanks

If you've made it to the end of this text, you're probably already a part of this story in some way.

Perhaps because you bought once.

Perhaps because you follow silently.

Perhaps because you recommended LUR to someone.

Perhaps because you're simply here today.

Thank you.

This anniversary is yours too.