Accessible price points never hurt, either-nor does a self-replenishing subscription model. One of the brand's tag lines puts it best: "Effective, simple, affordable skincare." It's proof that you don't need a noisy gimmick to stand out from the pack-maybe just a good social media budget to match the quality ingredients and clean packaging.
I think part of Lumin's success is how straightforward, accessible, and regimented it is: The brand's skincare and hair products are built around universal function, starting with baseline steps (shampoo, conditioner, exfoliation, moisturizer with SPF) and leaning ever so intentionally into the next tier (beard oil, toner, night oil). Lumin is one of the brands I get asked about most, given the company's robust online marketing campaign that seems to have brought it from zero to 100 in a few short years. They often inquire about brands they encounter and want to know if a company lives up to the hype (or if all those ads they're seeing are worth clicking). As a grooming writer, I'm the go-to for any self-care-curious friends.
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