Everything about LOUM is grounded in the science of calm, including our fragrances. Read on to hear from our fragrance expert Denise Belcham about the calming power of fragrance and how our desire to create fragrances that were not only olfactively calming but also clean, cruelty-free and vegan presented a unique challenge for our perfumers.
What role does fragrance play and why was fragrance important to you in delivering calm for LOUM?
In developing fragrances for LOUM we wanted to leverage the power of fragrance to improve wellbeing and specifically deliver the sense of relaxation and calm. This is the heart of the LOUM brand and our fragrance philosophy. The influence of fragrance on the psychophysiological activities of humans has been known for a long time since smell is hardwired to the Limbic part of the brain that controls our emotions. The right fragrances can improve our mood, reduce stress levels, help us relax and improve our working capacity. LOUM is grounded in the ‘Science of Calm’ in everything the brand does so in fragrance we are tapping into the exciting world of ‘functional fragrances’ to mindfully craft fragrances that incorporate the functional properties of fragrance ingredients whilst delivering unique and pleasurable scent experiences that connect emotionally and positively with our consumers.
How did you approach fragrance development for LOUM? How does the 'Science of Calm' translate to fragrance?
Getting the right fragrance starts with having a clear olfactive vision and a detailed fragrance brief that I can use to inspire the perfumer. As a trained ‘nose’ I can guide the perfumer during the olfactive process to ensure that the fragrances we create are ‘on brand’ and reflective of the olfactive vision.
The ‘Science of Calm’ philosophy of LOUM allowed us to create beautiful fragrances incorporating specific ingredients with properties known to uplift the mood and calm the mind. It’s the perfect example of blending art & science that makes perfumery so magical.
What approach did you take to ensure that the fragrances were ‘Clean’?
Typically a perfumer has a palette of 3000 ingredients to play with in creating a new fragrance and creativity has few limits. When creating a fragrance to conform to a ‘Clean’ label, the palette is much more restrictive and the challenge for the perfumer is much greater. We had to find the right balance between the aesthetic of the perfume (a delightful pleasurable fragrance experience) and the functionality of the fragrance (delivering a sense of well-being) whilst ensuring the fragrance only used safe, clean and sustainable ingredients.
What was your intent behind the skincare fragrance and how would you describe it?
The skincare fragrance is designed to be hypoallergenic and is therefore created using a very restricted palette of the safest ingredients used in perfumery. There are zero allergens. The fragrance itself is gentle, purifying and calming and I took the inspiration from natural herbal blends and beautiful tea rituals to inspire the perfumer. The result is an airy citrus herbal floral fragrance, lightly present but never overpowering.
What about the Essential Oil and how would you describe the fragrance?
The intention for the Essential Oil was to create a 100% natural blend of essential oils renowned for their calming stress relieving and anxiety reducing properties. We have created a functional fragrance designed to induce a sense of calm, to support relaxation and promote healthy sleep whilst smelling amazing!
Calming and grounding, it blends 50 mg Hemp Extract with Geranium, Ylang Ylang, Neroli and Lavender, all known for their ability to temper anxiety levels; plus Blue Chamomile, Frankincense and Sandalwood, which have natural sedative properties, to support relaxation and more restful sleep. This natural fragrance is designed to be worn on the pulse points. It reminds me of a luxurious Spa and leaves a trail of scented serenity.