• Shelby

Boss Bitch Spotlight: LARO by Loreto

The brand Laro has been heard of before on this blog for their beautiful natural (and Vegan) (and cruelty-free) (and all-natural) (and everything you could ever want in a bottle) perfumes. I had a chance to talk with the founder of the brand about her life, company and process. First, a bit of background:

Yellow Rose

Inspiration: When I lived on Haight Street, I lived in a building that was over 100 years old. I had a neighbor who had been a tenant since the '80s and he told me that the rose bushes that grew in our yard were part of the original garden that was planted in the early 1900s. There were a couple rose bushes that faced west and bloomed every year. The yellow roses were huge and  fragrant with nuances of vanilla, peach, apricot and lemon. The yellow rose symbolizes friendship as opposed to the red rose which symbolizes romantic love. I wanted to create a rose perfume that wasn't the typical old-fashioned rose fragrance but a modern, crisp fruity rose.


A short interview with the creator herself:


What inspires you?

Nature, art, music and culture inspire me.


What’s your sign and how do you think that plays a part in your life?

My sun sign is Leo and although I do feel strong feline qualities within me I don’t relate to the typical Leo personality traits. My moon sign is Pisces and I relate more to those personality traits. I should note, I’m not a solid believer in astrology but I think once we read our astrological signs at a young age, we adopt the traits ascribed to us and we grow up relating to the qualities we like—a perfect example of the power of suggestion.


What is the main purpose of your account/brand?

The main purpose of my brand is to showcase all-natural perfumery in a different light. I want to push the boundaries of natural perfumery in that I want to create natural perfumes that don’t smell “natural”. What I mean is that some natural perfumes tend to smell earthy, camphorous or medicinal. I want my perfumes to smell lush, vibrant and luxurious. I also believe that all perfumes can be worn by anyone regardless of gender, sex or orientation so I position my perfumes as “unisex” to encourage people to venture outside of traditional roles in perfumery. 


What is something you love deeply about yourself?

I love that I am REAL. I don’t have to maintain a certain image or keep up a public persona. I’m just me. 


What’s some advice you have for girls revolving around confidence?

Stop looking at Instagram accounts and comparing yourself to others. The images people project on Instagram is not real life, it’s meticulously curated to look “perfect”. It’s easy to feel less-than if you’re constantly comparing yourself to others but realize that those inspirational accounts are actually just trying to sell you something. Just do you, you are unique and beautiful and your self-worth should not be determined by how many followers you have, how in-shape you are, how many things you own, or how many places you go. Be generous, be kind, be inspired, be creative and be active on your own terms and own it. Don’t worry about what other people think of you.


What makes you feel confident?

I like being in nature, it’s my re-set button. Running or doing yoga help me release tension and get out of my head. I acknowledge that some days are worse than others and I don’t let bad days get me down. If I’m having a bad day, I will do something nice for myself like writing in my journal, reading a book, taking a bath or getting all dressed up with nowhere to go. Wearing fragrance is also a big one for me. I love how certain scents evoke certain feelings. Listening to good music really gets me going.


What have you had to overcome that’s made you who you are?

I am a domestic abuse survivor. I have not talked about this very openly but because so many women have experienced what I have, I wanted to bring it up so they know they are not alone. It’s okay to talk about it. The experience has made me stronger, more intuitive and keenly aware of others’ intentions. I learned to place value on myself and my happiness. I am now happily married for over 12 years (in the same relationship for 18 years).


Who are your biggest inspirations?

I have a friend named Heather Newbold. I don’t know her exact age but she is in her golden years. She is very active and attends craft fairs and events all over San Francisco. She is full of life and so open and loving. Every time I see her we have great conversations. She is very modest about her early years but I know she was a rebel when she was young and she’s an environmentalist today. I hope I’m half the woman she is when I reach her age. 


What’s your beauty/fashion go to?

I wish I had one! I kind of just do my own thing. I don’t have anywhere to go to show off my style so I just dress for comfort. I like high-waisted jeans, wide leg pants, loose cropped tops, shirt dresses, etc. I use henna in my hair to cover my gray and add red highlights. I love a bright lip and big earrings. Clogs and boots are my favorite shoes.


What would you say is the best thing about you?

I am loyal AF. I love hard. I can pick myself up after falling, dust myself off and just do it again. I never give up.


What does feminism mean to you?

Feminism means that a woman can do anything a man can do. Feminism means a woman can think for herself and make her own decisions. My mom passed down her feminist ideals on me, she used to march for women’s rights when she was young. 


Our portrait of the beautiful product:

Photo's submitted by LARO:

1. The bottle.

2. The rose it's named/made after




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