No.98 Beauty: a short, smart haircare range built around Hydra Bond

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No.98 Beauty is a young British haircare brand with a deliberately short range. It was co-founded by Lorna Andrews, better known to her social media followers as Lorna Luxe, together with a small team that includes two people who grew up in the Scottish salon wholesale business Salon Services. The idea is simple: a handful of hard-working products rather than a crowded shelf, wrapped in packaging inspired by The Ghost House.

It suits anyone who wants a straightforward wash, condition and treat routine without wading through dozens of options, and anyone who likes the look of a matching set on the bathroom shelf. Everything is sold from the brand's own website, with prices in pounds.

What's worth a look

• Hydra // Bond Hair Masque is the product the rest of the range is built around: a hydrating masque made with the brand's bond complex. It is currently £35, and there is a larger Pro Size masque currently £65 if you get through it quickly.
• Hydra // Bond Conditioner is currently £22. It shares the masque's bond complex and has a spiced, woody fragrance with cardamom, cedar and vanilla notes. A matching shampoo is also listed at £22.
• THE GLOSS Miracle Oil is a multi-use hair oil, currently £30, aimed at people who want shine and smoothness without a long routine.
• THE GLASS Anti-Frizz Hydration, currently £30, is the newest addition: a heat-activated treatment designed to keep hair smooth when the weather turns damp, which is handy for a British autumn.
• The Hydra // Bond Mini-Kit pairs the masque with THE GLOSS in a branded pouch for £49. It comes in sage or off-white; check the colour you want is in stock before ordering.

Prices can change, so check the product page before you buy. Each page lists the full ingredients and the fragrance notes, which is worth reading because of the returns policy covered below.

Current offers

• The Hydra // Bond Conditioner Bundle gives you two conditioners for £39 instead of the usual £44.
• Signing up to the newsletter at the bottom of the site gets you product announcements and what the brand calls exclusive discounts. It doesn't say how much these are worth.

Some other bundles, such as the shampoo and conditioner Duo and the full Hydra // Bond Kit, have shown reduced prices but were sold out when we looked, so they are worth checking back on.

How to save more

• If you already know you like the conditioner, the two-pack bundle works out cheaper than buying two singles.
• Choose standard delivery at £3.95, which takes two to four working days, unless you need it quickly. Express costs £5.95, and orders placed before 2pm on a weekday are sent out the same day by Royal Mail.
• Kits group several products and a pouch together, so compare the kit price with the cost of the individual items before you add them to your basket one by one.

Products, prices and offers checked on the store's own website on 4 Oct 2026. Prices and stock can change.

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