LIUR is a modern, european, artisan perfume house founded in 2023 in Lithuania (yes, Lithuania, a country with nearly no perfume history but famous for its rebellious fights for freedom.)
LIUR – mouthwatering. The name reflects our emotional and physical connection with perfumery. No, it is not french word.
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LIUR.PARFUM
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Your Emotions Coded Inside
Perfumes embody emotions, and emotions breathe life into perfumes.
Fact: Smell and emotion are stored as one memory.
Perfect perfume exists – it is the one that resonates beautifully with your emotions in the moment.
Different moment – different perfume is perfect.
There is no such thing as a bad perfume – there are just the wrong ones for your current emotional state.
Luxury smells of passion and the work-weary hands of a craftsman, not a plastic imitation of gold.
Real luxury is about authenticity, not approval
Middle finger shown – often smells like freedom.
It’s better to be original and yourself and not necessarily liked by everyone, than to become another clone.
Your perfume should not whisper “me too”; it should shout “this is me.”
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LIUR.PARFUM
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Your Emotions Coded Inside
At first, I am blank and empty, waiting to come alive. A skilled artisan writes a name upon my surface, and a master perfumer fills me up with the essence of your deepest desires. Only then am I whole and complete, ready to make my way to you.
You will hold me in your hands, enjoy each breath I offer, and bask in the delicate mist of emotions I release with a single touch to your skin.
I am yours to explore—together, we’ll wander through your memories, dreams, and secret longings. I will be your companion in imagination, a bridge to your past, present, and future. I will be your experience, sensation, emotion that you will crave more and more. I am LIUR, a vessel of your most intimate desires. And when I’ve poured every part of myself into your world, when I am empty, don’t forget – recycle.
Inside:
We are taking an unusual path in the world of perfumery: we leave the main creative process in the hands of the perfumer. The entire process: from the initial idea, selection of raw materials, summarization of the idea, creation and evaluation of the formula, mixing, maceration, maturation of the perfume “juice” to filtering and bottling and pressing of sprays is strictly supervised by LIUR’s perfumer. We do not use industrial processes, so we touch each bottle from start to finish with our own hands. This allows us to be proud of our original works, authenticity, small editions and, most importantly, creative freedom.
We use a mix of: essential oils, absolutes, isolated molecules, synthetic molecules, CO2 oils, and resins in our creative pallete and we do not do green washing.
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LIUR.PARFUM
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Your Emotions Coded Inside
Meet the founders
Mrs LIUR
The Visionary. The Nose. The Perfumer.
Meet the soul of LIUR – Viktorija, the artist of scent, a psychologist by education and the creative heart behind every LIUR fragrance formula. Raised in the UK, she earned her degree in Psychology — a foundation that shaped her conviction that every fragrance begins in the mind before it ever meets the senses.
Her love affair with perfumery began early, in a humble home lab where curiosity turned into a lifelong obsessions. With no formal perfumery education, she proudly claims the title of a self-taught perfumer, though her journey has been enriched by the wisdom of local UK artisans and “few” trips to France, the heart of haute parfumerie. Learning from local artisans and immersing herself in the art of fragrance, she transformed her passion into unparalleled expertise (and picked up a love for croissants along the way).
In 2021, Viktorija returned to her native Lithuania, where she turned her dream into reality — a perfume studio where art and chemistry collide. Two years later, LIUR was born: a celebration of bold creativity, meticulous craftsmanship, and the belief that every fragrance holds the power to capture a single emotion.
Viktorija is not just the perfumer — she is LIUR and LIUR isn’t just perfume—it’s your emotion, bottled.
Mr LIUR
The Maestro of Structure. The Keeper of Order. Does the maths.
Povilas’ journey has been anything but linear—from a career in music to the corporate world of the UK and finally back to his true calling: the creative arts. As the yin to Mrs. LIUR’s yang, Povilas ensures the perfumer’s creativity flows without interruption, taking on the “less glamorous” (but essential) tasks so artistry can thrive.
Idea generation, briefs, calculations (he’s our numbers virtuoso), safety assessments, deciphering spectrograph data, and even hauling delivery boxes—Povilas handles it all with precision and humor. Occasionally, he ventures into fragrance composition and evaluation, though Mrs. LIUR is known to graciously “overlook” his suggestions.
Povilas sees the world through a symphony of colors, where perfume and music become intertwined forms of art. In his own words:
“I hear music in colors, and I smell perfume in colors too. To me, perfume is no different from music—it’s an art where creativity meets craft, technology, and engineering.”
Behind every bottle of LIUR, there’s a little chaos, a lot of laughter, and Povilas—the unsung hero turning ideas into reality, one meticulous detail at a time.
Mini LIUR
The Heart. The “Nose”. The Protector of Creativity.
He may be mini in size, but his heart—and his talents—are anything but. With a nose boasting approximately 220 million olfactory receptor cells (humans can only dream of their meager 5 million), Mini LIUR is a natural-born scent connoisseur. While his talents rival the most advanced GCMS spectrometry equipment, he insists on using his gift primarily to locate his treats.
Mini LIUR is also the team’s “pawsitive” therapist, offering unwavering support through wagging-tail counseling sessions and an expert ability to listen without judgment. When he’s not safeguarding the team’s mental well-being, he ensures their physical safety, valiantly warding off postmen, delivery drivers, and the occasional studio neighbor who dares to approach.
Every great team needs a guardian, and Mini LIUR takes his role seriously—though not without a touch of playful charm. After all, what is creativity without a little canine inspiration?
Mini LIUR: The heartbeat of LIUR, one wag and sniff at a time.
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LIUR.PARFUM
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Your Emotions Coded Inside