PuRe PR has been appointed to handle all press and influencer enquiries for 98 BEAUTY, the highly anticipated new beauty brand from entrepreneur and social media star Lorna Luxe, ahead of its official launch on 22 June 2025.

Created as a design-led, results-driven response to Lorna’s own beauty needs, the brand will debut with the Hydra Bond Hydrating Masque (£35) - a multi-tasking hair treatment formulated with expert-backed science and infused with Lorna’s signature scent, Ghost No.98. Developed to fit effortlessly into real routines, the mask strengthens, smooths, hydrates and protects, offering powerful results in one straightforward step. 98 BEAUTY is about cutting through the noise with effective, honest products that work for busy lives.

Available exclusively at www.no98beauty.com.