Free People Beauty & Wellness Launches LOU - an All-Natural Perfume for Everyone, in Partnership with Joya

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Free People and Brooklyn-based fragrance and design studio, Joya, are excited to introduce you to LOU--a 100% all-natural, vegan and cruelty-free parfum formulated with ingredients from the earth and from around the world.

FP & Joya’s creative partnership started in 2017 while collaborating on a hand-poured candle collection, but Joya founder Frederick Bouchardy and Free People’s Beauty Development Team continued their musings a year later, now on unique fragrance ideas. Free People and Joya were in sync from the start, sharing a unified passion for premium ingredients, unorthodox pairings, and a mutual love of fragrance and its transformative power.

LOU represents the intersection of Free People and Joya’s fan bases: unconstrained, original, fun, and unafraid to try something new.

Focusing on blending concentrated, 100% pure oils--called “ethereal oils” in homage to their classic, profound beauty and simple production methods—each with a unique profile that, when blended, create a magical and provocative result.
LOU highlights include subtly sweet Benzoin Siam resin, smoky and earthy Guaiac wood, an uplifting citrus medley, and the most precious rare flower, Jasmine Absolute. Additional ethereal oils featured in the Lou perfume: Neroli, Bergamot, Pink Pepper and Valencia Orange. Blended in Organic Sugarcane Alcohol for a vintage perfume experience. The LOU parfum, a 1.7 fl oz concentrated blend of pure aromatic oils, is made locally in NYC.

The brands are excited to launch this genderless perfume both online at and, as well as via select Free People store locations. The perfume will be on sale for $78 starting Monday, April 5th.

For more information, images, to request an interview, or to discuss a TV opportunity, please email Katerina Patouhas at


About Free People
Free People is a global lifestyle brand… defined by femininity, creativity, curiosity and adventure, with offerings in unique apparel, intimate wear, shoes and accessories. As an expansion of our lifestyle FP has moved into wellness, fitness, travel and curation of beauty starting from the inside out. The Philadelphia-based retailer is available via our , UK and China sites, top department and specialty stores, as well as via Instagram, Facebook, Pinterest and Twitter

About Joya
Established in 2006 by Fredrick Bouchardy as both a fragrance brand and design studio, Joya operates in a 19th century Brooklyn rigging garage turned scented atelier. Joya creates diverse works, including perfumes, candles, diffusers, soaps, and art objects, crafted in-house from beginning to end. Joya is available via Instagram and Facebook

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Katerina Patouhas
Free People
+1 215-454-3871
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