Interview | Almira Armstrong of Lumira

Almira Armstrong is one of the more thoughtful founders in modern fragrance. Inspired by her own transcontinental living, she launched Lumira in 2013 around the concept of ‘perfumed portals’ — fragrances designed to instantly evoke a place, moment, or feeling.

Lumira has since cultivated a loyal following for its minimalist aesthetic, refined craftsmanship, and deeply personal approach to perfumery. Scents like Cuban Tobacco and Solar Neroli have become signatures of the brand’s mood-led sensibility.

We recently caught up with Armstrong to discuss the inspiration behind Lumira, our emotional connection to scent, and why authenticity continues to guide everything she creates.

What inspired you to create Lumira?

I’ve always been fascinated by fragrance. As a child I would spend hours playing with my mother’s perfume bottles, captivated by how scent could transport you somewhere else entirely.

Later, travel became a huge source of inspiration. I realised fragrance has a remarkable ability to capture the atmosphere of a place — the light, the culture, the feeling of being there. Lumira was born from that idea. Each fragrance is designed as a ‘perfumed portal’, inspired by destinations and memories translated through scent.

From the beginning it was also important to me that the brand reflected thoughtful craftsmanship. Our products are made in Australia in small batches, and as a B Corp certified company we are committed to responsible sourcing, sustainability, and transparency in how we create.

What has been the biggest highlight so far?

Seeing Lumira evolve from candles I was pouring in my kitchen to a globally recognised fragrance brand has been incredibly rewarding.

But the real highlight is always hearing how people connect with our scents. When someone tells me that a fragrance has become part of their daily ritual or reminds them of a meaningful moment, that’s when you realise the power of scent.

More recently, seeing fragrances like Sun Soaked receive international recognition and industry nominations has been very special for us as an independent fragrance house.

What product makes the best introduction to Lumira?

I usually recommend starting with one of our fragrances, because scent is truly at the heart of the brand.

Sun Soaked is a beautiful introduction. Inspired by the Mediterranean island of Mallorca, it blends bright citrus, soft florals, and warm woods to capture the feeling of endless summer and sun-warmed skin.

It really reflects what Lumira is about: translating travel, atmosphere, and emotion into fragrance.

What’s next for Lumira?

We are continuing to expand internationally while staying very focused on craftsmanship and sustainability.

Being B Corp certified plays a significant role in how we approach growth. We are constantly refining our sourcing, packaging, and production processes to ensure we create beautiful products responsibly.

From a product perspective, we are introducing new formats that make fragrance more accessible and portable, including travel-sized eau de parfums, while also continuing to expand our bodycare and home fragrance collections.

What advice would you give to those wanting to launch their own beauty brand?

Build something that is truly authentic to you. The beauty industry is incredibly competitive, so having a clear point of view and strong sense of purpose is essential.

Also remember that meaningful brands are built over time. Focus on quality, consistency, and building genuine relationships with your customers. Longevity comes from staying true to your vision.

What was the first fragrance you purchased?

One of the first fragrances I remember buying for myself was Coco Mademoiselle by Chanel.

It felt incredibly sophisticated and modern at the time, and I remember being fascinated by how a fragrance could make you feel more confident and expressive. That sense of transformation through scent has always stayed with me.

What does your daily beauty routine look like?

I tend to keep my routine quite simple and focused on skincare.

In the morning I start with a gentle cleanse, followed by a hydrating serum and SPF. In the evening I focus more on nourishment and repair. Fragrance is always the final step before I leave the house — it’s the piece that completes the ritual.

What are three beauty products you can’t live without?

A great cleanser is essential, and I love the Dr. Barbara Sturm Cleanser for its simplicity and effectiveness.

For hydration, I rely on the Augustinus Bader Rich Cream, which is incredibly nourishing.

And of course fragrance is something I wear every day. Lumira’s Sun Soaked Eau de Parfum is one I return to often — it’s bright, confident, and beautifully uplifting.

What’s the best fragrance advice you’ve been given?

Fragrance is deeply personal. The scents people connect with most are the ones that evoke a feeling, memory, or place. When fragrance becomes emotional rather than purely aesthetic, it becomes something truly meaningful.

Which person or brand would you love to collaborate with?

For me, the most exciting collaborations happen when there is a genuine creative alignment rather than simply a well-known name.

I’m always drawn to working with people who share a similar appreciation for craft, storytelling, and thoughtful design — whether that sits in fragrance, fashion, hospitality, or even architecture. When two worlds naturally overlap in their philosophy, the collaboration becomes something much more meaningful.

Those are the partnerships that feel authentic and ultimately create the most interesting experiences for people.

UK customers can find Lumira at Boots and atelierlumira.com, while those in the US can shop the brand at Neiman Marcus and Dermstore.