Can you share details about any new product launches your brand will be showcasing at Life Instyle Sydney 2024? What makes these products unique or innovative?

We know that not everyone who enjoys scent loves candles, and we've been noticing trends of more people using steam diffusers or old school oil burners returning. Because Loobylou creates all of our own scent blends, we are excited to now offer the majority of our range as stand-alone concentrated diffuser oils. Great bang for your buck, our brand-new boxes take up less room on your counter AND we've designed gorgeous little display units and group packaging launching at the show.

Could you provide insights into the inspiration behind the development of your latest products? How do they align with your brand's overall vision and values?

We spend a LOT of time developing our scents, and it's important that Loobylou blends are unique, well balanced and create a truly special and thoughtful scent experience.

Attending LifeInstyle for us is about engaging with and listening to our stockists. Space is at a premium for many, our new oils counter that by reducing size within packing boxes. Add to that the ever rising freight costs it makes for a smaller and lighter shipping experience.

We love to work with our retailers, they're at the coal

Tell us more about your brand's background and founders. What motivated them to start the brand, and how has the journey been so far?

This question has 2 answers, and it's well documented that the first was my survival story. Loobylou was conceived during my life-affirming cancer journey and was an idea formed in an isolation ward at RNS Hospital. I remain motivated by what we put out there, both to the outside and inner world. Sharing my passion for fragrance and candle making is my small contribution to making the world a little brighter.

The lesser-known story is that immediately prior, I was a retailer in my third store. I was overrun with candle brands approaching me with their products, and saw a frustrating pattern of sameness. Every one of these brands had exactly the exact same scents, just a different business name on the box. It was like the fragrance industry version of colour by numbers. I wanted to create something different, something that I knew was clean and safe to burn at home with my family and budgies and didn't smell like every other candle out there. I will always strive to be synonymous with 'a little different.' (*Insert giggle…)

How has your brand evolved since its inception, and what milestones have you achieved along the way?

Gosh, let me count the ways. We've worked with some incredible Australian businesses behind the scenes doing white label products. We've been in many stores that were on my 'wish list' when I started this. We've learned so many things, some we didn't want to know! But if I had to pick the thing that stands out, it's honestly the relationships we've built because of Loobylou. Had I never taken this huge and frightening leap, there's so many wonderful people I wouldn't have in my orbit. It really is about the people AND the fact that I get to do what I love every day.

Can you highlight any specific challenges your brand has faced in the industry and how you've overcome them?

It's not so much a challenge, more an ever-constant conversation educating the customer that can only be overcome with patience, and not taking things personally. If you're an avid candle lover, you'll immediately know the difference in our offerings. We always choose quality over price, and have to trust our customer base knows and appreciates that. 

What strategies do you employ to stay ahead of industry trends and maintain a competitive edge in the market?

I probably work on much lower margins than many in my arena, but I produce something I'm really proud of in a price point where there should be better options. To be honest, I don't look at trends or competitors as I don't want to get tied up in fads. I aim to produce something more timeless that fits in, but doesn't dominate your space.

For example, when we launched 'Ritual' our crystal & botanical infused collection, it was at the insistence of our stockists. When we did launch, I applied the same principles of safety and performance that I would look for as a consumer. Rather than using tiny chips that could drown the wick or become volatile, we use a full-sized tumble to be removed. Crystals to me are an energy not a decoration, and Ritual leans into that belief.

Are there any upcoming plans or projects in the pipeline for your brand? Can you share insights into what the audience can expect from your brand in the coming years?

So many plans, but to keep listening is among them.

There's a new candle range entirely in the early idea and testing stage that we're pretty excited about, oh and a whole new product we've never done before. We have also recently re-designed our Classic Black packaging, and will be launching at the Melbourne show if not before.

My customers know that I'm always up to something, so watch this space!

Looking into the future, what are your brand's long-term goals and aspirations?

We have finally moved into my absolute dream space for Loobylou. We're in the process of creating both a retail / gallery for walk ins, but we've also created an area where stockist can come directly and grab a trolley and smell and shop directly. It's taking a little longer than planned, but it will create a really special wholesale experience.

And it's big enough that I can finally build a team, and take some bigger swings!