Can you introduce yourself?
I am French-Danish, passionate about beautiful images and what makes the whole body feel good. I grew up in a Danish family where we ate organic food and cooked all meals at home, to be enjoyed with family. Cherishing your home, your body, and surrounding yourself with good vibes are all things that have taken an important place in my life. I paint this picture because it was quite fundamental in the creation of my brand Maison Loüno. About ten years ago, I changed my entire diet because gluten and dairy products had too great a negative impact on my health and daily life. I (re)discovered how to nourish my body and combine the pleasure of good things with the functionality of food.
In early 2018, I created Maison Loüno, a brand of organic gluten-free preparations, to make homemade psyllium breads, inspired by the dark bread with seeds eaten daily in Scandinavian countries. In November 2019, we launched Magic Cocoa: two organic cocoa blends with adaptogens for morning and evening.
I am also a photographer and creative consultant.
©Maison Loüno
What was your journey leading to the creation of Maison Loüno?
I followed a double curriculum: academic school and a music school where we learned theater, American tap dancing, breathing in addition to the piano, singing, music theory… it was quite 360° and this explains, I think, that today I like the logical and business side of my job as much as the artistic and creative side. Then, I did a preparatory class at HEC, then EM Lyon, and after having developed the project of a gluten-free canteen in Paris at the time when it did not exist in France, I left to work in finance, a little lost and with the need to put money aside, to one day be able to start a new project that makes sense. Imagining a concept, a universe, an identity, a brand, it has always fascinated me and occupied my days. In 2018, I had been developing my Morgenbrød bread recipe for some time and I felt that it was now time for me to live in the flow, that is to say, to do what excites me. I have always loved sharing my discoveries, and offering bread in the form of preparations made it easy to share my recipe within a universe, that of Maison Loüno.
Can you tell us more about your different preparations, how do you create these recipes?
Aside from the Morgenbrød bread, the products are all co-creations. The muffins we developed in 2018 were refined with the community. Before releasing the Magic Cocoa with adaptogens, we worked for a long time with different herbalists, exchanged with experts in the field, I tested a lot of things myself, and then we refined them with the community once again. This point of co-creation is very important to us, because our mission is truly to incorporate nature and its best ingredients into our daily rituals. To do this, we must first and foremost find the pleasure in a recipe, otherwise the ritual will not last, and we lose its effects.
©Maison Loüno
You have recently developed a range of adaptogenic plants, can you explain their benefits and how to use them?
Adaptogens are fascinating plants that have been used in Ayurveda and traditional Chinese medicine for thousands of years. They fit incredibly well into our current lives because they help the body adapt to a stressful environment. Given that we are subjected to pollution, epidemics, daily stress... our body can quickly go into panic mode, persisting in this "fight or flight" state and this creates a lot of inflammation in the body, we have trouble assimilating what we eat, etc. So learning to manage our stress is essential and this is where adaptogens come in.
Personally, I prefer to use them in loose powder form, as I like to add them to my hot drinks. Combining them with food is one of the best ways to absorb them, especially with cocoa.
Also a photographer, where do you find inspiration?
I love reading about creative people's journeys, mixing disciplines, seeing the world, traveling... everything I see gives rise to emotions that I try to translate through photography.
©Maison Loüno
Where are you going to recharge your batteries?
Whenever I can, I travel to Burgundy and Brittany to spend time close to nature. Our families live in magical corners of France that we're lucky enough to be able to enjoy. I also love visiting canteens and cafes in other cities; they're always a great source of inspiration.
What place does beauty have in your life?
For me, a beautiful woman is a woman who takes care of herself: what she eats, what she puts on her body, the people she surrounds herself with... all these elements will define the energy she gives off and therefore our feelings that emanate from it.
©Maison Loüno
What is your favorite Alaena product?
I'm a big fan of your products, especially the Mango & Avocado solid soap , which is a type of cleanser I hadn't used before. Very practical and effective for double cleansing in the evening.
What are your upcoming projects?
We're coming out with a new recipe in the spirit of Magic Cocoa! We've been working on it for six months to get the recipe just right. This summer, we sent our finalist recipes to a panel of volunteers to decide, and we can't wait to share the results with our community.
What is your mantra?
Patience, perseverance, persistence.
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Thanks to Louise for answering our questions.
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