What We Stand For
Luthentic is here to help brands rediscover what makes them matter. We believe clarity is powerful, creativity is connective, and storytelling is core at bridging between the truth and transformation.
We’re not here to make your brand louder. We’re here to help you make it truer — so it can resonate, grow, and leave a meaningful mark in this World.
20+ years
Industry experience in brand, buying, and partnerships
100+ projects
Shaped across fashion, wellness, lifestyle, and retail
1 simple belief
Every brand starts with a clear, honest story
Led by Lu Ng
After two decades in brand building, retail, and fashion across Asia, Lu founded Luthentic with one mission: to help people and brands reconnect with their “why.”
Her work blends strategic clarity with intuitive storytelling — built from deep listening, sharp market insight, and a belief in human-first branding. Whether she’s advising a wellness founder, mentoring a creative team, or mapping a brand pivot, Lu brings empathy, honesty, and big-picture thinking to the table.
What makes us different
- We don’t follow formulas. We follow the truth behind your brand.
- We mix strategy with soul — because connection is the new currency.
- We go beyond visuals. We help you find your voice and purpose.
- We build clarity that grows with you.
Luthentic Is For You If…
You’re pivoting and want to realign your brand story
You’re building something new and need a narrative that sticks
You care about growth but has to feel right
You’re tired of generic advise and want intentional and grounded guidence