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About Founders

Meet the founders

Mrs LIUR

Meet the founders

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.

liur parfumer

Mr LIUR

Meet the founders

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

Meet the founders

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.

liur poodle

liur.

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