Luster’s SCurl brings beards and beauty to Bronner Bros.

K. Botchey, Rosa Acosta, and Cameron Davis (Photo credit: Steed Media Service)

Luster’s SCurl represented well at the 70th anniversary of the Bronner Bros. International Beauty Show with an energetic booth display that brought out model Rosa Acosta, nightlife influencer K. Botchey, and The Ultimate Rolling Out Bearded Cover Search winner (presented by SCurl) Cameron Davis among others. Luster, celebrating 60 years itself, continues to reinvent the brand by launching new products that connect with the style needs of today’s trendsetters.

Speaking of connecting, by mid-Sunday with a full day to go, the SCurl brand had completely sold out of its Fine Grooming Beard Kit product line, which launched at last year’s Bronner Bros. show. SCurl also debuted the new Free Flow system which includes a Charcoal Mint Shampoo, Leave-In Conditioner, and Twist and Lock Gel. To get an idea of the look you could achieve with Free Flow, take a look at Odell Beckham Jr.

To that end, company president Jory Luster spoke about the necessity of embracing change and staying connected to current trends in the culture. “You either change or you die,” says Luster. “Today’s consumer has social media tools like Instagram and YouTube to research what they put in their hair, so we have to pay close attention to research and development to make sure our products have the ingredients that our consumers demand.”

Through Luster’s SCurl’s partnership with rolling out, also represented at the Bronner Bros. booth, the brand has established an ongoing conversation with millennial men who understand the importance of grooming, and shape both the culture and trends of tomorrow. Highly respected barbers like Erskine Reeves, Javar Pastreno, Kenny Duncan, and Rafael of Chicago’s Lake Street Barbers have championed the brand, in addition to beard and style influencers like George Myrie (Bearded Dapper Gents) and beard model and influencer Lee Barney. Check out Luster’s SCurl on Instagram @lusterscurl to stay connected with the brand’s latest happenings.

Brand Strategist and arts evangelist. Catch me on IG @tpratt111

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