Kuri Loading
Kuri Cares Because Kuri Loves You
Our Story
We started it because we were embarrassed to smile in photos.
That's the honest truth.
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Purpose
Beauty confidence should never hinge on hiding. Kuri exists to give that ease back.
Manifesto
And nothing. worked.
For years, we hid our lips. Overlining them, avoiding certain lipstick shades, cancelling shoots because our lips looked darker than the day before. We were beauty influencers — people literally looked to us for advice — and we couldn't fix the one thing that was quietly wrecking our confidence every single morning.
We tried everything. Everything.
And nothing. worked.
So one day we just… started making something in our kitchen.
No lab. No funding. No plan. Just two girls who were tired of feeling let down by an entire industry, armed with research papers and a ridiculous amount of oils.
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Science
We learned something that changed the way we saw everything — lips have no sebaceous glands. Your skin makes its own oil. Your lips don't. They are literally dependent on what you give them. And almost every product we'd ever used was giving them the wrong thing entirely.
That made us angry. And anger is a great place to start.
sebaceous glands in lips. Every drop has to come from what you choose to give them.
Proof
Six months of self-testing, six more months in an AYUSH-certified lab, and over a thousand women shaping the final formula.
months self-testing
months lab validation
oils in the final blend
We tested it on ourselves for six months before we told anyone.
Just us, our formula, and our phones to document every single change.
When it worked — really, genuinely worked — we cried a little. Not going to lie.
Then we took it seriously. We handed our formula to Merkari Cosmetic Aesthetics, an AYUSH-certified lab, and spent six more months making sure it was safe, stable, and perfect for everyone — not just us.
Then we gave it to 1,000+ real women before our first public batch and asked them to be brutally honest.
They were. We listened. We refined.
Two years. Eighteen months perfecting the formula alone. Six months of testing. Over a thousand voices shaping what Kuri became.
This is not something we threw together. This is something we bled for.
Formulation
We analyzed over 20 natural oils. Eleven made the final formula. Each one chosen because the science backed it — not because it sounded pretty on a label.
Those eleven oils work together to do what no single ingredient can alone:
And every single ingredient is listed on the label. Clearly. Fully. Because we're not hiding anything — and we never will. You deserve to know what you're putting on your body. That's not a marketing line. That's just who we are.
carefully chosen oils made the final formula. Every one of them earned its place.
Featured Video
A closer look at the textures, rituals, and feeling behind the formula.
THE DAILY RITUAL
The routine section on the product page inspired this deck, so the About page gets the same swipeable, floating-card experience.
THE DAILY RITUAL
The routine section on the product page inspired this deck, so the About page gets the same swipeable, floating-card experience.
Trust
Our first batch sold out faster than we expected.
The messages that came in broke us open a little.
We built Kuri for girls like us — 22, burnt out on broken promises, just wanting to feel good in their own skin without making it a whole thing. And somewhere along the way, we realized: this feeling shouldn't be rare. It should be the standard.
Vision
So here's where we are now.
Small brand. Massive belief in what we've made.
We're not chasing trends. We're not dropping fifty SKUs and hoping something sticks. We made one thing, we made it obsessively well, and we want it to reach every girl who's ever felt the way we used to feel.
No pigmentation. No chapped lips. No more hiding.
Just you — unfiltered, unbothered, and completely yourself.
That's the whole vision. That's Kuri.
Use this space to feature reels, launches, and founder moments. Every card opens Instagram directly.
