Sahar is the Founder & CEO of LUS Brands, a Toronto-based DTC (direct-to-consumer) eCommerce brand.

LUS (“Love Ur Self”) was launched in 2017 with a mission to help consumers embrace and love their own natural features, with innovative products that actually solve consumer pain points.

The company’s first product line, Love Ur Curls, provides proprietary formulas customized for consumers with wavy and curly hair. Sahar completed the Y Combinator tech accelerator program in Silicon Valley in 2018, and is backed by some notable VCs and Angels.

Sahar completed her Global Executive MBA at the Rotman School of Management (University of Toronto) in 2015. In 2020, she became an inductee in Canada’s Top 40 Under 40 and also won RBC’s Women of Influence Award in the Startup category. In addition to these personal accolades, Sahar’s company (LUS Brands) was named in McLean’s and Canadian Business Magazine’s Fastest Growing Companies list in 2020.