LUS Brands (“Love Ur Self”) is the Toronto-based company behind Love Ur Curls® and Love Ur Curls Kids (LUCK™) a hair care brand on a mission to simplify curl care and help people embrace their natural curls.
Since launching in 2017, we’ve sold 10+ million bottles worldwide and built a passionate global community around our belief that you are more than a hair type. Today, we continue to innovate with high-performing, science-backed products that help people care for and style their curls Your Curls, Your Way™.
We’re an agile, action-oriented, AI-forward team where everyone is empowered to take ownership, think boldly, and collaborate. At LUS, you’ll be challenged to solve new problems, and help shape what comes next. If you’re looking for a place where your ideas matter and your work can make a real impact, apply below. To learn more, visit loveurcurls.ca.
THE OPPORTUNITY
We’re looking for a creative, social-first Social Media Specialist to grow and engage the Love Ur Curls® community through culturally relevant storytelling and compelling short-form content.
Reporting to the Brand Manager, you’ll own day-to-day social content execution across our key platforms, from trend spotting and ideation through filming, editing, publishing and performance analysis. You’ll be hands-on both in front of and behind the camera, bringing the Love Ur Curls brand to life through content that feels authentic, relevant and native to each platform.
This is a role for someone who is deeply immersed in social culture and understands what makes people stop scrolling. You’re constantly spotting new trends, formats, sounds, hooks and storytelling opportunities and you know how to translate them into content that feels right for the brand.
This full-time role is based in Mississauga, with four days in office and occasional flexibility based on project needs.
Please include examples of social-first work, such as live posts, personal channels or accounts you have grown, with your application.
WHAT YOU’LL DO
- Create platform-native content across Meta, TikTok, Pinterest and YouTube, with a particular focus on short-form video that grows and engages our community.
- Ideate, plan, shoot and edit high-quality photo and video content using a phone or professional equipment, taking ideas from concept to final cut.
- Be comfortable on camera and act as a brand personality when needed, while also directing creators, team members and community members to capture authentic content.
- Stay deeply connected to social trends, pop culture, beauty and emerging content formats. Identify trends early and determine which ones are relevant opportunities for the brand.
- Edit TikTok and Reels content with strong pacing, hooks, transitions, text overlays, sound and platform-native storytelling.
- Think beyond the original asset. Take a single shoot, campaign, creator video or piece of content and identify multiple ways to “sweat the asset” across organic social, Stories, paid social, email, web and other channels.
- Develop content calendars, schedule posts and tailor creative work to each platform while aligning with marketing, product and brand goals.
- Write engaging hooks, captions, CTAs and on-screen copy that are appropriate for each platform and audience.
- Curate, edit and amplify user-generated content, identifying strong creator content and finding opportunities to extend its life across channels.
- Partner with creators and external partners to brief, review and optimize social-first content.
- Track content performance, audience behaviour, reach and engagement; use insights to test ideas, improve storytelling and inform future content.
- Help grow and engage the Love Ur Curls community through thoughtful community management, including responding to comments, conversations and audience feedback in the brand voice.
- Proactively identify new content opportunities rather than waiting for a brief. Bring ideas, test new formats and continuously look for ways to make the brand more relevant in culture.
- Collaborate closely with Marketing, Brand, PR, E-commerce and external partners to ensure social content supports broader business and campaign objectives.
WHAT YOU BRING
- Hands-on experience creating and editing social-first photo and video content, from ideation and shooting through to final delivery.
- Strong short-form video editing skills, particularly for TikTok and Instagram Reels. Experience with CapCut or comparable editing tools is required.
- Confidence and natural ability in front of the camera, with the ability to create engaging content without feeling overly scripted or polished.
- A strong portfolio or social channels demonstrating platform-native storytelling, creativity, community engagement and an understanding of what drives performance.
- Strong Canva skills and an eye for design, composition and visual storytelling.
- Deep understanding of TikTok and Instagram culture, trends, formats, sounds and creator behaviours. You are someone who naturally stays up to date with what is happening on social.
- Strong copywriting instincts, particularly around hooks, captions, CTAs and on-screen text.
- A “sweat the asset” mindset - you naturally look for ways to maximize every piece of content and turn one asset into multiple content opportunities.
- Experience working with creators, UGC or influencer content is an asset.
- Experience using social analytics and insights to improve content strategy and creative performance.
- Proficiency in Canva, CapCut and/or Adobe Creative Suite; familiarity with Meta, TikTok, Pinterest and YouTube.
- A passion for beauty, hair, culture and community-led storytelling, with the creativity and resourcefulness to build strong content across projects and partners.
- Highly proactive and self-directed. You can take a general objective and turn it into an actionable content idea or plan without needing every step mapped out for you.
- Comfortable working in a fast-paced, evolving environment where priorities can change and you may be working across multiple projects at once.
- Strong organizational skills and the ability to balance creativity, speed and attention to detail.
- You communicate clearly, collaborate generously and approach the work with passion, sound judgment and humility.
WHAT SUCCESS LOOKS LIKE
You’re a creator at heart. You’re the person your friends send TikToks to because you always know what’s trending. You understand why a piece of content works, not just that it went viral.
You’re equally comfortable brainstorming a concept, getting in front of the camera, filming on an iPhone, editing in CapCut, designing in Canva and looking at the performance data afterward.
You’re also resourceful. When you’re given one shoot or one piece of content, your instinct is to ask: “How much more can we get out of this?”
Most importantly, you’re someone who takes initiative. You don’t need to wait for a perfect brief to get started - you see opportunities, bring ideas forward and make things happen.
WHY YOU’LL LOVE WORKING HERE
At LUS Brands, you'll have the opportunity to make a visible impact at a growing Canadian beauty brand. You'll work in a hands-on, entrepreneurial environment where ideas move quickly, alongside a collaborative team that values passion, humility and thoughtful execution.
OUR HIRING COMMITMENT
LUS Brands is committed to creating an inclusive and accessible recruitment experience. We welcome applicants with diverse backgrounds, experiences and perspectives. If you require accommodation at any stage of the recruitment process, please let us know and we will work with you to meet your needs.
We know that strong candidates do not always match every qualification exactly. If this role excites you and your experience is closely aligned, we encourage you to apply.
