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Emma Martiny: "it's such a simple tip, but it makes a huge difference not just for energy but also for your radiance."

We sat down with Emma – mother, entrepreneur, and creative soul – to get an honest insight into her daily life, beauty favourites, and journey with her hair care. Name: Emma MartinyAge: 31 years oldCity: AarhusWho do you live with? My two children, Otto (5 years old) and Solvej (2 years old). What do you do for work? I run the lifestyle universe MARTINYS, where we create products and content that inspire more everyday well-being – from nourishing recipes and workout videos to self-care rituals and products like matcha, skincare, and ceramics. Emma, let's start from the very morning – how does your day typically begin? It depends heavily on whether it's a week with or without children. When I have the children, the day starts early and calmly – we eat breakfast and get dressed before cycling off on the cargo bike. Without the children, I often have a bit more time for myself and like to start the day early with a run and perhaps coffee with a friend before I start work. How do you balance life as a mother, entrepreneur, and influencer? I try to accept that balance is not a constant state, but something that moves and changes all the time. I try to be realistic and not set too high demands for myself constantly, so I can be present wherever I am. What do you prioritise when choosing beauty products for yourself? The ingredient list means a lot to me. I look for products with mild and natural ingredients that are free from unnecessary additives and harsh chemicals. Is there anything you never compromise on? I prefer to avoid products with silicone, parabens, and sulfates – I have done so for many years, and I notice a clear difference in both my skin and hair when I stay away from them. When do you feel most comfortable in yourself? And is there anything you consciously do to create that feeling? When I have time to be present where I am. I love juggling many things, but I try to create small breaks in everyday life where I focus on being present and not having to perform. You have previously shared a lot about your hair – both colourings and new hairstyles. How has your relationship with your appearance changed over the years? My relationship with my appearance has become calmer since I became a mother – I am more at peace with myself and don't feel the same need to "correct" anything or live up to a certain standard. At the same time, I still have the desire to play with my expression and experiment with hair, colours, and style – but now I do it more for my own sake, and because it feels fun and creative, not because I feel I have to. Have you experienced specific hair challenges over time? How have you dealt with them? Yes, especially after pregnancies, I experienced hair loss and a change in hair structure. At the same time, I started getting more grey hair after going through a major life crisis related to a divorce. It was a wake-up call for me that I needed to take better care of myself. The most important thing has been to be patient and increase the care – both with diet, supplements, and good products without harmful ingredients. What does your hair care routine look like today? Is there anything you swear by? My routine is quite simple but consistent. I wash my hair about twice a week with gentle products from LULAB and always use conditioner and a nourishing mask once a week. And I love scalp massages and use a scalp serum – both for well-being and to stimulate hair growth. What questions do you most often get about beauty from your followers? They often ask about my skincare routines and what products I use for hair and styling. Which beauty habit has made the biggest difference for you? Cutting down on heat tools and being gentler in my approach to hair and skin. And prioritising sleep – it's such a simple piece of advice, but it makes a huge difference not just for energy but also for radiance. What are you doing after we're finished here? Then I'm going home to pick up my children – and hopefully manage to get an iced matcha in the sun at a playground before dinner needs to be on the table.

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Hair Care in 2025: Tailored, Sustainable, and Results-Oriented

Haircare is constantly evolving, and 2025 will see a new era where personalisation, sustainability, and scientifically proven ingredients set the agenda. Consumers will no longer settle for generic solutions – we want effective products that suit our individual needs. Here are the most important haircare trends that will define the coming year: 1. Haircare becomes tailored One-size-fits-all is a thing of the past. More and more people are choosing products that are adapted to their specific hair type, scalp condition, and lifestyle. This means haircare formulas that are adjusted to precise needs – whether it's about moisture, strength, volume, or colour retention. With digital hair tests and advanced dosing technology, it is now possible to get a shampoo or conditioner that specifically targets your hair's unique structure and balance – without compromising on effectiveness or ingredient quality. 2. Natural ingredients – with proven efficacy Natural ingredients are no longer just a trend – they are a requirement. But we also demand more from ingredients, expecting them to actually work. In 2025, we will see an increasing demand for active plant extracts that can prove their efficacy. Some of the most popular ingredients include:   Pea peptide – Increases volume and strength without weighing hair down.Sea kale extract – Protects coloured hair from UV rays and fading.Japanese tree bamboo extract – Provides natural styling hold and heat protection.Winged kelp extract – Counters frizz and retains moisture in the hair. Furthermore, more consumers are opting out of sulphates, silicones, and parabens to maintain a natural balance in both hair and scalp. 3. Scalp care becomes a regular part of the routine Healthy hair starts at the root. In 2025, scalp care will be as important as hair care itself. The focus is especially on: Scalp massage, which stimulates blood circulation and hair growth. Targeted scalp serums that reduce irritation and regulate oil production. Natural, soothing ingredients, such as red willow bark extract, which helps to counteract dandruff and irritation. More people are discovering that the path to stronger and healthier hair begins in the scalp – not just in the lengths. 4. Sustainable shampoo is on the rise Sustainability is no longer a choice – it is a necessity. As consumers demand more responsible haircare, we see more brands implementing methods that reduce waste and overconsumption. A sustainable shampoo can involve: Production on demand – No mass production, only products manufactured when you order them. Biodegradable ingredients – Formulated without environmentally harmful substances. CO₂-reduced production – With optimized methods that reduce energy consumption. Reusable packaging – Less plastic, more circular economy. At LULAB, all shampoos are produced only upon order, which minimises waste and ensures responsible production. 5. Multi-functional products save time and space Everyday life is busy – and many desire a simpler haircare routine. Therefore, multi-functional formulas will be a major trend in 2025. Instead of using three different products – one for moisture, one for volume, and one for heat protection – we will see an increase in products that combine several functions in one formula. This not only saves time but also resources – and makes your haircare routine more streamlined. 6. Natural hair colours dominate Soft, natural shades that complement individual skin tones will define hair colour trends in 2025. One of the most popular colours, for example, will be "Mocha Mousse" – a warm, deep brown shade that gives a natural interplay in the hair. Additionally, the demand for products that protect hair colour and prevent it from fading is increasing. Sea kale extract is one of the ingredients that helps maintain colour longer, while also protecting against UV rays. Are you ready for the future of haircare? 2025 will be the year when we say goodbye to standard solutions and welcome personal, responsible, and results-oriented haircare. 📌 Do you want to try haircare that is tailored specifically to your hair? Take a hair test and get your own customised formula.

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What do the ingredients do for your hair?

Haircare is more than just a routine – it's science. The ingredients in your products play a crucial role in the health, strength, and appearance of your hair. At LULAB, we believe in tailored haircare, where every single ingredient is carefully selected to work with – and not against – your hair. We use natural, documented ingredients that have a specific function. This means you only get what your hair needs – nothing unnecessary, no compromises. Strength & Volume Pea Peptide – Nature's volumizerWant more fullness? Pea peptide strengthens hair, adds natural volume, and gives shine without weighing it down. It also contains antioxidants that protect hair from environmental damage. Hydrolyzed Vegetable Protein – Rebuilds damaged hairIf your hair feels brittle or tends to have split ends, hydrolyzed vegetable protein is an effective choice. It works as a vegan alternative to keratin and helps rebuild hair structure, strength, and elasticity. Protection & Hold Japanese Tree Bamboo Extract – Natural styling hold & heat protectionDo you often use a hairdryer or straightener? Japanese tree bamboo extract protects hair from heat damage and provides a light, natural hold, making your hairstyle last longer – without feeling stiff or weighed down. Sea Kale Extract – UV protection & color preservationColor-treated hair requires special care. Sea kale extract protects hair from oxidation, so your hair color stays vibrant longer. At the same time, it strengthens hair strands and adds natural shine. Moisture & Anti-Frizz Winged Kelp Extract – Combats frizz & protects against humidityHigh humidity can cause hair to frizz and lose its shape. Winged kelp extract creates a natural barrier that protects against pollution, UV rays, and moisture, while providing nourishment in the form of minerals and vitamins. Red Willow Bark Extract – Dandruff control & scalp careA healthy scalp is crucial for healthy hair. Red willow bark extract has anti-inflammatory properties that soothe irritation and help balance the scalp's microbiome – ideal for those struggling with dandruff or itchiness. Only the ingredients your hair needs – nothing else At LULAB, we develop our products with precision. No sulfates, silicones, parabens, or mineral oils – only pure, effective ingredients that make a real difference for your hair. Do you want to find the right ingredients for your haircare?📌 Take our hair test here and get a tailored solution for your hair.

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Why LULAB's products are free of sulfates, silicones, and parabens

As a conscious consumer, it can be a bit of a struggle to keep track of all the substances you want to avoid in your care products. They can hide under many different and advanced names in the ingredient lists. But at LULAB, we have made it easy for you to avoid some of the most controversial substances – namely sulfates, silicones, and parabens. As mentioned, LULAB's products do not contain any of the above substances. But why have we decided to do so? Here's a brief rundown of some of the main reasons behind this decision. Sulfates What exactly are sulfates? You undoubtedly know them from your everyday life. These are sulfur compounds with the primary purpose of cleaning and degreasing - and they do so very effectively. Therefore, products with sulfates can have a drying effect on both the scalp and hair strands. They remove the natural oils that the scalp produces, which help keep the hair healthy. This is especially true for curly, dyed, or split hair that has a large need for moisture to stay healthy and shiny. Sulfates are widely used in care products, as they, in addition to being cleansing, also have the foaming effect we know, from everything from dishwashing detergent to shampoo. But there is a difference between sulfates. The sulfates that are often added to your care products are the so-called SL sulfates (sodium lauryl sulfate and sodium laureth sulfate). These can be harsh on the skin and potentially cause an irritated and dry scalp. There are many milder and natural alternatives to these SL sulfates, and at LULAB we have chosen that our products should be free of sulfates. Instead, we use sodium cocoyl isethionate, which is extracted from coconuts. This means that you get a mild and gentle cleansing shampoo that focuses on your well-being. And this is, of course, without compromising the washing experience itself, where the foaming effect remains intact. Silicones So, what are silicones? Silicone substances, or siloxanes as they are also called, are used in a wide variety of cosmetic products. They are usually found behind names ending in -cone or oxane. Here they are used, among other things, to make the hair appear shiny and healthy. And after all, these characteristics sound attractive at first glance. But silicones achieve this by putting an enveloping layer around the hair shaft, that can prevent the natural oils from penetrating. Therefore, in the worst case, your hair can be left dry and lifeless when hair care products contain both sulfates and silicones. Over the past few decades, several silicones have been suspected of being endocrine disruptors, and some of these must therefore not be used in care products or cosmetics. For example, this applies to cyclic silicone cyclotetrasiloxane (D4). However, cyclopentasiloxane (D5) and cyclohexasiloxane (D6) are also considered problematic. And as if that were not enough, it has also become clear that they have a great impact on the environment. Since silicones are generally very stable substances, they do not break down in nature, which means they can accumulate in nature, and spread over great distances. Based on these issues around silicones, we at LULAB have decided that our products should be 100% silicone free. We believe that you can easily achieve shiny and healthy hair by using only natural ingredients, that focus on both you and the environment. Parabens What are parabens? Parabens (eg. methyl- and ethylparaben) are preservatives often found in cosmetic products. They make sure to inhibit the growth of fungi and bacteria, which is a sought-after function. But the use of parabens has been debated for many years, due to suspicions of being endocrine disruptors for both men and women. Whilst numerous parabens have been banned, others are still present in cosmetic products, although they are on the EU list of substances suspected of being endocrine disruptors (methyl, ethyl, propyl, and butylparaben). That is why we at LULAB have chosen to avoid parabens in our products. Instead, we recommend that you use your freshly made, and personally manufactured products within three months. That way, you get the best benefit from all the natural ingredients. Uncompromising and customised products At LULAB, all ingredients are carefully selected with your health, well-being, and the environment in mind. This, we believe, provides the best product focused on your hair's needs. We continuously keep up to date on the development of new ingredients, so that we only use the absolute best when we tailor your products to your personal needs. Start your customization today. We tailor 100% customized products for all hair types.

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