Heritage
A house, in its own words
Loivie emerged in 2022, reportedly founded by a former fragrance consultant who wanted to simplify the niche market. The founder, whose name appears on the brand’s registration documents, set up the first studio in a converted warehouse in Shoreditch, London. In 2023 the house released its debut quartet—Fig & Cedarwood, Mandarin & Sandalwood, Peony & White Musk and Thyme & Moss—through a limited‑edition online launch that attracted attention from independent perfume blogs. By mid‑2024 Loivie expanded its catalogue with two seasonal releases, Mango & Mint Leaves and Clove & Vanilla, and opened a small boutique in Covent Garden that showcases the bottles alongside raw materials. In 2025 the brand secured a partnership with a sustainable glass supplier in Murano, Italy, allowing it to replace standard packaging with recycled crystal. The following year Loivie introduced its first Eau de Parfum Roll‑On, Peony & White Musk, targeting travelers who prefer portable formats. Throughout its first five years the company has remained privately held, reinvesting revenue into ingredient research and small‑batch production. While the brand does not claim awards, it has been mentioned in niche fragrance round‑ups by Basenotes and Fragrantica, indicating growing recognition among connoisseurs. Loivie believes that fragrance should feel like a quiet conversation rather than a bold proclamation. The house prioritises clarity, letting each note speak on its own terms before blending with complementary accents. This approach stems from the founder’s background in retail consulting, where she observed that many consumers felt overwhelmed by overly complex scent pyramids. Loivie therefore limits each composition to two or three primary accords, supported by a thin veil of supporting ingredients. The brand also champions ingredient transparency; every bottle carries a brief description of the main natural extracts and their origin. Sustainability informs the philosophy as well. Loivie sources cedarwood from responsibly managed forests in the Pacific Northwest and figs from organic orchards in Spain, ensuring that harvest practices respect local ecosystems. The company avoids animal testing and works with laboratories that hold ISO‑9001 certification for quality management. Community engagement forms another pillar: Loivie hosts quarterly scent‑testing sessions in its London boutique, inviting customers to share feedback that directly influences future releases. This open‑dialogue model reflects the brand’s view that perfume is a shared experience, shaped by both creator and wearer.