British beauty brand No98 Beauty is experiencing a major surge in momentum. This growth follows a high-profile backstage skincare application on supermodel Ashley Graham. Influencer Lorna Luxe founded the brand. It captured industry attention after leading facialist Michaella Bolder used its debut skincare product ahead of a major runway appearance.
The spotlight fell on No98 Beauty on October 19, 2026. Bolder prepped Graham for the Victoria’s Secret fashion show using the brand’s flagship launch, The Mask, priced at £14. According to Hello Magazine reports, the session took place on clean skin right before the supermodel walked the runway. This left her with a radiant, attention-grabbing glow.
The Science and Formulation Behind The Mask
Positioned as a gold-toned, multi-tasking hydrogel sheet mask, No.98 Beauty’s debut skincare product brightens, smooths, and firms the skin at the same time. Rather than relying on fleeting trends, the brand uses a targeted combination of three clinically studied active ingredients:
- Lumen C: A stabilized Vitamin C designed to neutralize free radicals, even out skin tone, and inhibit excess melanin production.
- Firm Lift: An active ingredient engineered to prompt the skin’s natural collagen renewal pathway for enhanced firmness.
- Smooth Pep: A specialized peptide targeting micro-contractions responsible for expression lines, offering a non-invasive smoothing effect.
After applying The Mask, facialist Michaella Bolder used an unreleased No98 Beauty moisturizer. This locked in hydration and delivered an ultra-luminous finish.
Growing A-List Approval and Haircare Origins
While its entry into skincare makes recent headlines, No98 Beauty originally built its reputation in luxury haircare. The brand first gained widespread visibility when Zendaya’s stylist, Coree Moreno, used its formulations during the press tour for The Odyssey and at Paris Fashion Week.
Moreno relied on products such as The Glass Anti-Frizz Hydration Spray (£30) and The Gloss Miracle Oil (£30) to manage Zendaya’s versatile hairstyles. These ranged from long, loose textures to an ultra-short pixie crop. Other high-profile figures, including British personality Rochelle Humes, have also championed the line’s spa-scented shampoos, conditioners, and hair masques.
The Strategy Behind Influencer-Backed Brands
Industry observers note a distinct approach to how No98 Beauty is marketed. Although “OG” influencer Lorna Luxe set up the company, her personal identity remains largely separate from the core branding and advertising. Instead of relying purely on founder-led promotion, No98 Beauty focuses on performance-driven, design-led formulations. These resonate equally with A-list celebrity stylists and everyday consumers across multiple generations.
As the brand expands from high-end haircare into results-driven skincare, the recent endorsement by Ashley Graham and Michaella Bolder firmly cements No98 Beauty as a rising contender in the global luxury beauty market.
Frequently Asked Questions About No98 Beauty
Who founded No98 Beauty?
British influencer Lorna Luxe founded No98 Beauty. However, the brand intentionally minimizes her personal image in its marketing to focus purely on product performance and science-backed formulations.
What product was used on Ashley Graham?
Celebrity facialist Michaella Bolder used No98 Beauty’s debut product, known as The Mask (£14), to prep Ashley Graham’s skin backstage at the Victoria’s Secret fashion show.
What are the key active ingredients in The Mask?
The gold hydrogel sheet mask features three primary actives: Lumen C (stabilized vitamin C for brightening), Firm Lift (to stimulate collagen), and Smooth Pep (to relax expression lines).
Which other celebrities use No98 Beauty?
Zendaya has frequently worn the brand’s haircare products-including The Glass Anti-Frizz Hydration Spray and The Gloss Miracle Oil-applied by her stylist Coree Moreno during major press tours and fashion weeks.
Is No98 Beauty only available for hair?
No. While the brand initially launched with a robust line of spa-scented shampoos, conditioners, and hair masques, it has officially expanded into skincare with the release of The Mask and upcoming facial oils and balms.
