Luuv

Estonian Natural Skincare from a Tallinn Family Lab. With Properly Serious Ingredients.

Luuv is the rather lovely Estonian natural-skincare brand of cosmetic specialist Marju Sepp, founded in 2017 as a family business and run from her own factory in Tallinn — where every formula is developed in-house by a team of biochemists, every product is vegan and cruelty-free, and almost everything carries the Ecocert/Cosmos certificate (which is the rigorous one). The proposition is the slightly rare combination one keeps hoping to find in this category: clean ingredients, properly innovative actives (exosomes, peptides, bakuchiol, C+D vitamins, hyaluronic acid, AHA/PHA acids), and the kind of playful textures and natural scents that make the daily routine feel less like a chore. Won the Green Beauty Awards and the Beauty Shortlist for actually doing what it says it will.

For more pieces from independent makers, browse our Cosmetics collection or discover complementary makers in our Baltic Brands edit. Find brands chosen for how they make things via Sustainable Brands, find values-led picks