Vegan Perfume Lovorika London
When asked is perfume vegan, you expect to say yes - it's just oils, water, some essence of natural plants. The reality is most high-street and high-end perfume brands contain some sort of animal-derived ingredient for their perfumes. Perfumes are not always cruelty free. Fortunately there are a growing number of natural and cruelty free perfumes and one of is Lovorika London by Daphna Rowe.
BF: Did you always love perfume?
DR: Yes but it wasn’t something I thought would become a passion or even career. Artistically, I come from a music background. The language of perfume is very musical: notes, accords, composition, harmony. Even a perfumer’s workstation is called ‘an organ’. On some level it always made sense to me.
BF: What made you create a vegan perfume?
DR:There is no transparency in the fragrance industry. Customers don’t know the chemicals that are lurking behind the singular ingredient of ‘fragrance’ and ‘parfum’. We knew that we wanted to be an ethical alternative, and it was important to us that being vegan friendly was part of that. Most synthetic fragrances are derived from petrochemicals which is devastating to the environment and animals. If someone is using a vegan fragrance that has the ingredient ‘fragrance’ or ‘parfum’ it might be vegan from source to shelf, but once it is used it ceases to be vegan. These synthetics have been found stored in marine life and in the fat of animals.
BF: What inspired you to launch Lovorika?
DR: I became certified in Aromatherapy, and having already had a Masters in Psychology I knew that scent was processed in the same part of the brain as emotions and memory. My creative side then kicked in and I wanted to create my own fragrances that benefitted my physical and mental health. My husband, Lovorika’s Creative Director, was the one who said we should get them out there as no one was creating high-end yet affordable ethical fragrances that ticked all the boxes.
Do you remember if your mother or grandmother wore a specific perfume?
DR: Yes! My mother wore Chanel No. 5 and my grandmother wore 4711. Chanel No 5 is the only synthetic fragrance I own because on my mother’s birthday and on the anniversary of her death, I wear it to remember her.
Why is perfume important?
DR: Perfume is primal and visceral. Scent is how we once found food, sensed danger, or looked for a partner. In fact, it is still used for all those things. It brings us back to our core self. Perfume brings out the beauty and the beast.
Do you have a favourite scent?
DR:It depends on my mood though I tend to gravitate towards woody and heady aromas.
What does living a sustainable lifestyle mean to you?
Being conscious. To me that simply means being aware of the impact my choices have on the world - that includes the world within myself (physical and mental health) as well as the world at large (other people, animals and the environment). We’re not perfect, I’m certainly not, but I DO ask myself before each purchase I make if I’m ok with the ripple effect it will have. If not, I seek alternatives.
How would you describe your personal style?
DR: 70s inspired vintage and art nouveau