A brand rooted in natural perfumery and aromatherapy, Lovorika embraces ancient wisdom, old world magic and new world vegan sustainable luxury. Co-founder Daphna Rowe shares how she, along with partner Jason, are challenging the perfume industry through transparency and ethical practices.
What inspired you to launch Lovorika?
A few years ago my husband and I moved into a house in Walthamstow. I had an allergic reaction to the house! It sounds crazy, but it’s true. It could have been the paint, the carpet, we couldn’t figure it out. My lips swelled up, and my face blew up in red, itching hives, so I was rushed to A&E. They put me on steroids, which helped, but I obviously didn’t want to live on steroids. A local shop keeper recommended the Chinese herbalist on the high street. They gave me acupuncture and herbal teas. In one week, it was gone. Fascinated, I decided to read up on Herbalism. This led to studying Aromatherapy (and becoming certified), which led to natural perfumery. Coming from both an artistic (music) and academic (Psychology and International Relations) background, creating perfumes was the first time the left and right side of my brain were equally stimulated. It was love at first sniff and I knew we were meant to be together (I’m here all week folks!)
What are your sustainable priorities for the business?
I honestly didn’t start Lovorika with the mission of being ethical or sustainable. I started from a purely creative place. But I quickly realised I already was ethical and sustainable by virtue of how I live and create. Saving the world (directly) is not our goal. Helping you love your own little world a bit more, is. When we’re happier, we’re kinder. And this has a ripple effect which is the purest form of activism.