The Love Yourself Collection

A soft reminder to choose yourself—every single day.
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Bold Accessories. Big Mood.

Handmade in California, B. LUVV & CO. creates premium scrunchies designed to make you feel confident, comfortable, and effortlessly put together. Each piece blends soft textures, luxe fabrics, and thoughtful design—so your everyday hair moments feel just as good as they look.

From sleek ponytails to effortless buns, these are scrunchies you’ll reach for again and again—because when your hair feels good, everything else follows.

Be love. Be you. Always.

Made for Soft Moments

Plush Velvet Scrunchie in Pink Cloud
from $12.00
Cotton Scrunchie in Love Confetti
from $11.00
Cotton Scrunchie in Call Me Rose
from $11.00
Satin Scrunchie in Barbie Girl
from $9.00
Cotton Scrunchie in Betty
from $11.00
XL Cotton Scrunchie in True Romance
$16.00
Cotton scrunchie with pastel watercolor hearts
Cotton Scrunchie in Watercolor Hearts
from $11.00
Cotton Knit Scrunchie in Sweetheart
from $9.00
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15 products

The Winter Mood Edit

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Velvet Ribbed Scrunchie in Charcoal
from $9.00
Cotton Scrunchie in Festive
from $11.00
Waffle Scrunchie in Holly
from $12.00
Plush Velvet Scrunchie in Jet Black
from $9.00
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13 products

Explore the Collection

Every Style. Every Mood.
Glow Up Moments Start Here
Everyday Essentials, Elevated
Made to Move With You
Claw Clips for Statement Style
Scrunchie Gift Sets & Bundles
The Little Extras You’ll Love

Female Founded

Female founded, heart led.
Every order supports a woman-owned business and our mission to celebrate individuality.

Free Shipping

Glow-up delivered free.
Enjoy free U.S. shipping on orders $40+ — because you deserve it.

Sustainable Style

High-Quality, Less Waste.
Crafted with premium materials and thoughtful design, for accessories you’ll love longer.

Styled. Loved. Raved About.

★★★★★

I was looking for a brand of handmade scrunchies to add to our assorment and am happy to have found these. Great quality, fun patterns, so many styles and sizes to choose from.

Carolina
C.O. Bigelow Apothecaries , NYC
★★★★★

It's an understatement to say that I LOVE my scrunchies from B. Luvv & Co.--they are so well made and absolutely GORGEOUS! I ordered 5 scrunchies and literally wear them every single day--they're cute and so functional! I highly recommend this Shop and Shop owner--Cheyenne is so kind and talented! I will definitely be a return customer! Thank you! :-)

Laura Johnson
Sunnyvale, CA

Your scrunchies are amazing. They are so soft and sturdy. Very well made especially compared to most mass produced options.

Kim Anderson
Bradenton, FL

I love them! I have pretty thin hair which makes it hard for scrunchies to stay in but B. Luvv scrunchies fit and hold my hair perfectly, even after jumping around exercising! I totally recommend them...love the colors too!

Judy B.
Fresno, CA

Luvv my hair candy! 😍
Great variety of colors and sizes! You can tell these hair accessories are made with luvv and care. The packaging is also uber cuuute! 🥰

Denise R.
Huntington Beach, CA

My fabulous 8-year-old daughter is the perfect model to showcase these beauties and let me tell you, they are a game-changer! She wore the regular-sized flower scrunchie to her acro class and her hair stayed in place for the entire 45-minute class, with all the L-strands, forward rolls, cartwheels, and whatnot. I was amazed!

Amanda
Tarentum, PA