Fragrance house

Lyora

Founded in 2024, Lyora is a lifestyle brand centered on perfumes and complemented by selected home-fragrance and home-living products. Melina and Elias Nerlich created the brand jointly as their first shared business; contemporary coverage identifies Elias as a streamer. Lyora GmbH was registered in Bad Oldesloe, Germany, on 7 August 2024 under the name Elora GmbH, before changing its name to LYORA GmbH on 5 December. The brand launched publicly in December 2024 with perfumes, candles, and room fragrances, framing fragrance around memory, homecoming, and an emotional sense of inner calm. Its name draws on Greek lyra symbolism and a Middle Eastern meaning of light.