INTERVIEW WITH ISABELLA LÖWENGRIP, CREATIVE DIRECTOR

Fragrance is an important part of the beauty innovation. Co-Founder and Creative Director Isabella Löwengrip has always loved fragrances even though she's been very sensitive to them. Therefore, Löwengrip has developed innovative fragrances that work on sensitive skin. 

How do you work with fragrance in the company?

Fragrance has come to play a very important part for us in the company. At first, we didn’t think that it would be very important as that I’ve always been very sensitive to fragrances. For as many years as I can remember, I’ve always gone to the perfume-free section of the shelf. In spite of this, I always loved fragrances, and that’s what we’ve been fighting for here: to find fragrances that I actually could tolerate.  


Co-Founder and Creative Director Isabella Löwengrip

We noticed rather quickly that I can use fragrances if we use the correct ingredients. It has taken a long time, but we also realized that when we don’t use natural ingredients, rather synthetic ingredients, we have a means of removing the allergenic substances, and then I’ve been able to use fragrances. And now I have to say that this is one of our greatest passions. Once you’ve used many of our products, you’ll notice that our passion for fragrances permeates all of our series.  

Where are you in terms of your chosen fragrances right now, since you have changed the fragrances of a number of products? 

Well, to be perfectly honest, I always like to go back to the very sweet ones. I love everything that smells sweet. If it reads sugar, honey, coconut or vanilla-all the classic sweet fragrances, then I’m turned on. At the same time, if it’s a fragrance that one gets tired of easily, it’s important for me to develop products that one wants to use in everyday life all the time and which the entire family can use. So, you could absolutely say that my interest in fragrances comes in waves. If we look back a few years, we developed our Good To Go with a scent of fudge, but which to this very day remains a major seller, so I’m not the only one who likes sweet things.  

We look at our latest product in terms of where I am in life at the moment, and there are many joys in life, new places in many visits to different hotel lobbies. The hotel lobby is the very thing that had the greatest impression on our fragrances today. When you walk into a hotel lobby, it is luxurious and unisex and sometimes has someone heavier fragrances. If you have a look at our Protein & Texture series with salt water spray, shampoo, and conditioner, you can really feel this development.  You can sense the influences of luxurious lobby somewhere out around the world.  

I should tell you that we are busy right now with a rather enjoyable project, and that is our Christmas fragrances. We are developing a limited edition of our popular dry shampoo, and I can blossom out with my beloved sweet things. The fragrances are based on a time when I and many other people will certainly recognize this, had a candy table at Christmas time where there were twists, sugar canes, and marshmallows. We tried to take the scents from all these tasty candies and get them into three different dry shampoos. It’s a lot of fun.  

What’s important to us when it comes to fragrances, is that the fragrance is elaborate. We have never purchased in a ready fragrance; rather, we mix all the fragrances ourselves. We want them to harmonize and we want people to be willing to use them for many years without becoming tired of them. Then I must say that they reflect where I am in life at present. Sometimes I have an opportunity to do a project that I think is a little more fun, such as with the Christmas fragrances.  

Do you have fragrance closet?

Oh yes. Even at home with my perfumes, I work quite a lot with fragrance. I believe that fragrance is an important part of our lives. In recent times, there’s been a lot of talk about how important sound is. Just take a look at how profoundly Spotify has modified an entire industry. After that, a bunch of earphone companies sprung up and there was an enormous development just in earphones. I think we’re on the way to the same phenomenon, only with fragrances. We’re going to see every company produce its own fragrance. This is something the company has talked about for a long time, about having an office fragrance. I also believe that we will work more digitally with fragrances, which sounds very exciting. Still, it is the molecules we are working with. For example, we might have fragrances that change in the room depending on what time of day it is and how many people are present. I believe the time is coming in which we will work much more with fragrances than what we are used to doing. Here at Löwengrip, we have a slogan: "Beauty innovation from Sweden", so I believe that we will be a leader in the industry.  

Anything else?

Our series of references are intended to heighten a frame of mind.  Clean Up wakes me up while Healthy Glow is a bit cozier and calms me down. All fragrances shall reinforce one direction or another and make me even more alert and happy or calm me down.