Bathroom accessories brand Louvelle has long been known for its sophisticated and fashion forward shower cap, inspired by the pages of fashion magazines and perfect for the modern woman who wants to look ‘très très chic’, as founder Simone Taylor describes it.
The shower cap was so popular that even Oprah Winfrey took notice when it was selected as One of Oprah's Favourite Things in 2017.
“Being chosen for Oprah’s Favourite Things is the holy grail for any brand,” enthuses Taylor.
“There are not many endorsements you can get from a celebrity without paying and I think people value Oprah’s list for that reason―she really tries all the products and has to personally love them to include them. Afterwards we had tremendous sales growth in the US market and picked up some large accounts like Nordstrom and Anthropologie.”
After ‘reinventing’ the shower cap five years ago and being in tens of thousands of women’s bathrooms, she decided the time was right to launch a bath and body range.
“I wanted to bring my vision to life on what a bath and body range would look like for lovers of Louvelle. Being in the bathroom is a sanctuary from the outside world―it’s a place to take time to pamper yourself and ‘self care’ is a category we are passionate about.”
The new range is called Bathing Beauties, created for and inspired by women and Hollywood icons, reminiscent of a time when women would take care of themselves at the vanity table.
“Our three scents are inspired by our muses Grace Kelly, Sophia Loren, Brigitte Bardot. Pastel colours and gold packaging tie in with our existing range of bath accessories.
“We have launched shower gel, body crème, a hair and body oil and bath soaks. The formulas are made from premium, non-toxic ingredients like rosehip oil, honey, vitamin E, squalene, and magnesium salts. Our scents Sophia Blackberry & Rose, Brigitte Peach Blossom & Honey & Grace White Floral are all fresh and light for summer.
“The packaging is luxe and giftable but yet also minimal, so it looks good in any bathroom,” she adds.
Louvelle launched the new collection at Life Instyle Melbourne, which Taylor says is a great platform to showcase the range and see customer reactions.
“We had resoundingly positive feedback on the scents and packaging from everyone that stopped by. It was so nice to see this in person and I think the range will fly off the shelves as people get addicted to the scents.”
The new bath and body range will hit stores in October.
By Marion Gerritsen