Three Years In: Building a Brand One Small Step at a Time

Three years ago, I launched Luke+Logan with a single hat.

Not because that was the grand vision—but because I didn’t have everything I needed to launch the full product line I’d been working on. I didn’t have the equipment, the bottles, or the funds to get all the pieces in place. But I had a name. A logo. A vision. And a deep belief that if I wanted to move forward, I had to start.

So I launched with what I could.

That first year felt slow. Quiet. Sometimes lonely. But it also gave me space to refine our formulas, build trust in the product, and lay the groundwork for what came next.

The following year, our Hair + Body Wash and Conditioner officially launched—simple, clean formulas designed for active, sensitive skin. That’s when Luke+Logan truly began to take shape.

Year two was so exciting. It was everything I had been holding in my head for seven years finally coming to life. Bottles in our hands. Formulas we believed in. And the look on Lukas’ face—amazed that I actually did what I said I was going to do. That moment of holding the first finished product made everything real.

This past year wasn’t as big as that first moment of holding our first product—but it was still movement. Still momentum. We kept showing up and creating things we believe in—things that support people in simple, positive ways. That has always been the goal.

While we didn’t launch a new personal care product, we did launch our bracelet line—something I had been wanting to bring to life for a long time. It may not have been the original vision, but it was still meaningful. It was still a launch. And it’s part of the story we’re building.

We also started a summer hydration challenge. It was fun, it brought people in, and it reminded us why we do this: to help make routines a little better.

Since then, every year has been about momentum. 
Meaningful steps:

• We created travel sizes to meet people where they are.

• We brought Luke+Logan to Cosmoprof in Las Vegas, introducing our Canadian brand to an international audience.

• We partnered with Eleven Love to launch a bracelet line that added a meaningful, wearable piece to the story.

• We continued our relationship with Master John Salon, a partnership rooted in mutual respect and support.

• And we moved into a new shared Luke+Logan HQ—a space that finally feels like home base.

The truth? It still feels like we’re moving slowly. Some days, it doesn’t feel like we’re moving at all. But when I look back, I can see the quiet wins, the behind-the-scenes work, the foundation being built brick by brick.

Luke+Logan is still small. Still independent. Still full of big ideas. And we’re moving forward in the only way that works for us: one thoughtful step at a time.

Here’s what I’ve learned: Starting small isn’t a setback—it’s often the bravest, most important move you can make. It builds momentum, resilience, and trust. And it’s what lays the foundation for everything that follows.

Thank you for being here—for watching, supporting, and believing.

We’re just getting started.

Want to follow along?

We’re launching a monthly newsletter—full of behind-the-scenes updates, product news, and small, steady habits that make a difference.

—Angie