Lorna Luxe On How An Alopecia Diagnosis Led To The Creation Of Her New Haircare Brand: 98 Beauty

Behind her dazzling home, expensive clothes and flawless make-up, influencer Lorna Andrews (aka Lorna Luxe) is best known for her refreshing honesty. ‘Shall we catch up, guys?’ Andrews will say on her stories, as if she’s having a cuppa with her best friend. The reality? She’s addressing her followers- all 1.4 million of them. It’s this big-sisterly warmth that makes her so appealing, often allowing her audience to see beyond the surface of her seemingly glossy life. Her hair, in particular, has long been a pain point- a struggle she’s never shied away from discussing.

‘I was diagnosed with androgenetic alopecia and suddenly everything made sense- the breakage, the thinning, the volume that never bounced back,’ she tells Grazia candidly. ‘From that moment, my relationship with my hair changed entirely. It stopped being something I took for granted and became something I had to protect.’ The diagnosis marked the beginning of a journey of self-discovery and resilience. And, ultimately, a new haircare brand: 98 Beauty.

‘When my hair needed that extra TLC, hair masking became essential. Whatever hair I have left, I want to keep it strong. That’s where the concept of creating my own hair brand began.’

It makes sense that 98 Beauty’s hero product is a deeply nourishing hair mask. Having partnered with a team of chemists, its formula was developed over 18 months. But how hands on has Andrews been? ‘Very!’ she says. ‘It was important for me to be involved. I tested every iteration, tracked how my hair responded, and worked closely with the lab at every stage.’

The end result is a powerhouse blend of hydrating oils, reparative proteins and colour-safe technology. The goal: restoring the hair’s natural integrity without compromise. And the scent? It epitomises luxury- think a delicious mesh of warm spices and comforting woods, inspired by the sanctuary of her own home. But Andrews is quick to add, ‘This isn’t just about lovely-smelling hair. It has to work. We formulated it to deliver real results.’

So, who is the 98 Beauty girl?

‘She’s no-nonsense. She loves beautiful things, yes- but they have to do something. She’s looking for that little self-care moment- a ritual that fits into real life. I want her to feel pampered, relaxed, cared for. That’s how I feel when I use it.’ Naturally, her daily routine mirrors this way of thinking. ‘If I’m working from home, I’ll pop the mask on first thing. The scent alone puts me in a good mood. Every day is different, but I look for those small, indulgent moments whenever I can.’

With a refreshingly honest approach to beauty and a formula that manages to be both efficacious and joyful, No98 feels special. From Lorna Andrews, we'd expect nothing less...

Shop: 98 Beauty The Hydra Bond Hydrating Masque

Rachael Martin is Grazia’s beauty director. Originally from Northern Ireland, she studied English Literature at Queen’s University Belfast, before moving to London to pursue a career in magazine journalism. After interning at Stylist and Harper’s Bazaar she dipped her toes into the world of beauty writing and never looked back. Now, at Grazia, you'll find her writing about beauty, health and wellbeing. Follow her on Instagram @rachael.alice.martin