OUR WHY

  • Mission

    Our mission is to make clean and natural the new standard, not just in beauty, but in how we live. We believe in setting a new example for this generation; one rooted in simplicity, intention, and self-respect, through products designed to make daily rituals feel meaningful again. We want you to feel good about what you use, and know that it is safe enough for the whole family.

  • Vision

    We see a future where natural and elevated coexist. Through thoughtful ingredients, luxury design, and responsible production, we’re helping redefine what “clean” can look and feel like. It’s a movement to live low key but high quality, and to share this intention through impactful collaborations of like mind.

OUR VALUES

Pure

Pure

Every ingredient matters. No fillers, no shortcuts.
Artisanal

Artisanal

We treat each product as a piece of art, with design integrated at every step.
Honest

Honest

We share what’s inside, how it’s made, and why it matters, because trust starts with truth.
Connected

Connected

We make for real people, real families, real life.
Legacy

Legacy

We honor the old ways that worked, and improve what didn’t.

We pride ourselves on being the kind of people who remember what the world was like before the noise—before screens stole our mornings and algorithms told us who to be.

OUR CULTURE

"

The world may be over- engineered, but our skin doesn’t have to be.”

— Mihaela Mazzenga, LOKI CEO

We’re a family brand, shaped by our roots and the people we love. Loki is built on craftsmanship, curiosity, and care. We’re parents, builders, and wanderers who believe skincare should feel sacred, not synthetic.

We work slowly and intentionally, the way our grandparents did, because the world doesn’t need more noise, it needs more truth, more texture, more connection. We’re not chasing trends or glamorizing toxic work habits.

Loki is a reminder to slow down, get your hands dirty, and care for yourself like you would a garden; with patience, reverence, and joy. We make our products for all skin types, all ages, and all people who want more from the everyday.

BRAND STORY

Today, everything feels over-engineered. Skincare isn’t just made for skin anymore—it’s made for shelf life and marketing funnels. As parents of two, with careers in tech and real estate, our lives were full, but not always grounded. Loki started in our kitchen, not in a lab or the boardroom, born from one family and one simple desire to make something better.

We found ourselves questioning the products we used daily, especially for our kids. Every label was a maze of chemicals, claims, and noise. For us, it was in the small things; a scent that reminded us of summers in the Carpathians, the gratitude for ingredients that came from the garden, and the way our grandparents used to treat skincare like a daily ritual.

Our roots are part old-world Europe, part Detroit grit. A can-do spirit rooted in practicality, resourcefulness, and pride. Our first products were poured by hand, tested in our own bathroom, and shared with family and friends. That spirit shaped everything about Loki—useful, honest, built to last; we want to make beautiful things that matter, for you.

Loki is about clean beauty, yes, but more than that, it’s about remembering. Remembering how to slow down, how to live intentionally, and how to care deeply. It’s not just skincare. It’s a daily ritual, a reflection of values, luxury, and design, to support skin of every age and type. From our family to yours—welcome to Loki.