What we do.
TOULOU is built on four generations of women whose artistry, craftsmanship, and botanical wisdom have been passed down, shaping a legacy of thoughtful design.
Handcrafted in Sweden, shaped by Persian heritage, we utilise the given elements of nature to create ripples of wellness. Encouraging thought for self and others.
Inspired by the Persian tradition of attari (عطاری), an ancestral herbal apothecary rooted in Persian medicine, we embrace natural remedies, healing herbs, and purposeful ingredients as part of our practice.
We are the direct descendants of the poet Ferdowsi, author of the Shahnameh, whose life's work preserved the culture and identity of a civilisation. His legacy lives on in our family, inspiring us to continue that same purpose: embracing our heritage, honouring our lineage, and sharing our culture with the world through purposeful design.
We use flames to enhance harmony not destruction.
Our philosophy.
We offer intention, ritual, and rebirth through high-end luxury pieces designed to live with you, not just beside you. Each piece is a quiet act of alchemy; a vessel for self-composure, sensuality, and soul work.
TOULOU bridges two worlds, east and west, ancient and modern. Rooted in ancestral wisdom and nature’s raw forces, we work with fire, depth, and emergence to create tools that awaken presence and inner attunement.
These are not just essences, but stories. Not products, but portals.
TOULOU is a creative studio, art-driven, culture-forward, and spiritually tactile. A space where meaning is handcrafted, and beauty is purposeful.
Anti-superficial. Welcome to our world, we're so glad you're here.
Our Founders.
“We were both inspired by ancient wisdom, by the way artistry, aroma, and plants were used to elevate wellness and lifestyle. It was knowledge passed down through our ancestral lines, and we wanted to bring that to the world through our designs.”
Maximilian.
Creative Director
Maximilian was born in London to a Sicilian mother and American father, and raised between Paris and London, a duality that shaped his artistic eye. He holds a Master’s in Architecture from Delft University of Technology, where form, function, and emotion began to merge.
His work has taken him through London, Prague, Canada, Liverpool, the Netherlands, Cambridge, Venice, and Beijing, each place deepening his relationship with space and human experience.
A multidisciplinary designer, Maximilian moves fluidly across video motion, performance art, furniture, branding, photography, and spatial design, pursuing how these mediums stir emotion and tell stories.
At TOULOU, he channels this breadth into shaping not only what is seen, but what is felt, crafting objects and experiences with lasting presence.
Niloofar.
Founder & Executive Director
Niloofar was born in Tehran, Iran, and moved to Sweden at the age of three, growing up in the coastal city of Gothenburg. She later graduated from the Swiss Hotel Management School with a degree in Hospitality Management and Interior Design.
While immersed in the world of interiors and the art of hosting, Niloofar’s passions found form in scent, craftsmanship, detail, and emotion. Her creative lens has been shaped by lived experiences in Tehran, Jamaica, Switzerland, Iceland, Dubai, and Amsterdam, absorbing the mythos, ethos, and rituals of each place.
TOULOU was born and shaped by movement, story, and a need to create with intention. From the beginning, inviting the community into its formation, exploring how to best serve the world through refined, conscious luxury pieces rooted in care and cultural depth.
Enrol to TOULOU Community;
By becoming a member, you will have access to ‘TOULOU Tailored’ (A “customise your own” service) along with special offers on products, points you can redeem for rewards, updates on wellness philosophies and invites to exclusive events.
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