Company Overview

LUS Brands ("Love Ur Self") is a Toronto-based DTC (direct-to-consumer) hair care brand that's backed by Y Combinator, Sound Ventures, Comcast and other notable VCs and angel investors.

Since launching in 2017, we have shipped over 10 million bottles of our innovative hair care products to consumers with curly hair worldwide and earned thousands of 5-star reviews. Our mission is as simple as the products we create: to encourage people to genuinely love and accept themselves so that their unique beauty can shine through.

At LUS, success starts with the right mindset. We're committed to bringing on individuals who see possibilities instead of limitations. We're looking for team members who embrace growth, take ownership of their results, and view challenges as opportunities.

We value resilience, self-motivation, and the determination to turn a "no" into a "not yet." You bring energy, lead with a growth mindset, trust in your ability to create opportunities and take action to achieve your goals. If you're passionate about growth, eager to learn, and driven to overcome challenges, we want to hear from you!

To learn more about us, visit

About the Role

Are you a magnetic storyteller with camera confidence and an obsession with creating content that wins? Let's talk.

We're not looking for just any content creator. We're looking for a Social Media Storyteller-someone with Hustle, Heart, Humility, and HUNGER-who doesn't just follow trends, but sets them. Someone who shows up on and off the camera with purpose, passion, and power. A true standout who commands the mic, connects deeply, and brings community to life around the brand.

If you're passionate about beauty, obsessed with social media, and truly see content everywhere, this is your chance to be part of a fast-growing, curly-hair-obsessed beauty brand.

About You:

• You deeply understand the community we serve.
• You are OBSESSED with content, beauty, and the ever-evolving world of social media.
• You're a natural on camera-confident, compelling, and charismatic (but never attention-seeking), and you're a wiz behind the camera as well to capture the moment.
• You're an idea machine, constantly cooking up out-of-the-box creative concepts.
• You're scrappy, hands-on, and fully capable of producing content from start to finish.
• You're persuasive, a natural networker, and energized by collaboration.
• You love inspiring people, but you love winning even more, and that means getting our message out to the world.

What You'll Do:

Content Creation

• Be the primary content creator, which will include being the front-facing and behind-the-scenes representation of the brand across all platforms.
• Create engaging, story-driven content for Instagram, TikTok, YouTube, Pinterest, Facebook, X-aligned with our overall strategy.
• Produce, shoot, and edit content using phone/camera + editing tools like Canva, Adobe Suite, Illustrator, and CapCut.
• Collaborate with internal teams and external partners to develop branded content that drives growth and brand love (i.e. Curl Stories!)
• Work with our community and affiliates to co-create high-performing, click-worthy content.
• Stay tapped into pop culture and beauty trends-jumping on opportunities in real-time.
• Curate and engage with UGC: repost, respond, and build community through authentic interaction.
• Support influencer and affiliate sourcing efforts and identify up-and-coming creators who align with our brand.

Planning & Scheduling

• Align content with broader marketing, product, and brand campaign goals.
• Plan and prepare weekly content, including writing captions and scheduling posts across platforms.
• Strategically cross-post and repurpose content to maximize reach and engagement.
• Help grow a community of loyal fans, followers, and advocates who love our brand and our mission.

Reporting & Analytics

• Monitor and report on social channel growth, engagement, and content performance.
• Track and analyze sentiment, conversation trends, and community behaviour.
• Measure and report on referral traffic from social to our website.
• Use insights to iterate, improve, and continuously optimize content for results.

What You Bring:

• Optional: A portfolio or personal social channels that showcase your ability to create magnetic content (please include with your application).
• Deep passion for beauty, especially curly hair care and culture.
• Experience with video editing, content planning, scheduling tools, and social analytics.
• Ability to plan, shoot, edit, and publish content independently (this is not a "just come up with ideas" role).
• Comfort being on-camera in a variety of formats-educational, entertaining, or just vibing with the community.
• High energy, team-first mentality, and a track record of taking initiative and ownership.

Why Join LUS Brands?

• Comprehensive Benefits: Receive medical and dental coverage and life insurance to ensure your health and peace of mind.
• Future Planning: Take advantage of RRSP-matching retirement benefits to help secure your financial future.
• Time Off: Benefit from paid time off, including vacation days, personal days, bereavement leave, and paid holidays.
• Wellness Support: Receive an annual wellness allowance to prioritize your health and well-being.
• Exclusive Perks: Enjoy generous discounts on LUS Brands products for you, your family, and your friends.