98 BEAUTY is a design-led, minimalist beauty brand founded by content creator Lorna Luxe. Their debut product, the Hydra Bond Hydrating Masque, is a high-performance, multi-benefit treatment developed with over 40 years of haircare expertise. It combines deeply hydrating oils, reparative proteins, and colour-protective technology in a single, sensorial formula — designed for people who want results, not routines.