Like slipping on your favourite heels or applying your go-to lipstick shade, fragrance is the kind of accessory that changes your whole energy—without anyone even seeing it. One spritz can make you feel polished, romantic, rebellious… sometimes all in one day. By Yuliya was built on that exact idea, and speaking to founder Yuliya Lozovyk felt like being let in on a secret only the most confident women know: your scent is your mood, your armour, your soft‑spoken power move.

At 25, most are saving for a house. Yuliya, on the other hand, spent her six-figure deposit launching a fragrance brand instead. “The inspiration behind By Yuliya stemmed from my love of fragrance. The perfume I chose to wear is an extension of who I am. As much as my name, my perfume makes me, me,” Yuliya shares. Fragrance, for Yuliya, is so much more than how you smell—it’s how you step into the world. To her, it’s a form of invisible confidence, a way to be present and make an impact without saying a word. It’s why she describes each scent as a ‘veil of armour’, something you wear as naturally—and as powerfully—as your own name.

It’s this philosophy that runs through every bottle of her namesake line. But, choosing By Yuliya as the brand’s name wasn’t part of her original plan. “I kept circling back to something around my name, and every time, I pushed it away. But some things are just meant to be, and eventually, I couldn’t ignore it,” she says. Her Ukrainian‑Russian heritage and her own story are woven into each bottle. “The truth is the brand is a reflection of who I am and what I stand for. I’m a girls, girl and if it means I can make a small difference in someone's day by empowering them through a sensory experience—it’s worth it for me.”

The scents themselves are built like a wardrobe—pieces you mix, layer, and live in.

Twenty Four Seven is your everyday signature with a twist—the scent you mist before a sunrise walk and still catch lingering on your skin long after the day fades. Zesty citrus lifts you instantly, jasmine blooms softly, and creamy sandalwood melts into vanilla and musk for a warm, skin‑like finish. Vibrant and polished, the scent carries you through every hour, from early meetings to late nights, like the go‑anywhere accessory you didn’t know you needed.

Twin Flame is like slipping on your favourite silk slip dress, cheeks flushed with a rosy hue—effortless but impossible to ignore. Lush rose petals meet daring spice, while saffron and amber wrap you in warmth. A hint of blackcurrant adds a juicy edge, making it both romantic and a little dangerous. Made for the bold and beautiful, her confidence does the sweet talking before you even say a word. Soft, striking, and guaranteed to turn heads, Twin Flame is a moment‑maker in every spritz.

Yuliya personally tests her every creation, wearing them from morning coffee runs to late‑night dinners. “I need to live in my scents, feel how they evolve from morning to night, how they linger, how they makes me feel walking into a room,” she says. “If I’m not obsessing over a fragrance when I wear it, if I don’t feel something when I wear it, how can I expect anyone else to?”

These mists are anything but fleeting. Dosed like a strong Eau de Toilette, they hold their own from day to night—and they do it with clean, vegan, non‑toxic formulations. “To my surprise a lot of fragrances had endocrine disrupting, allergenic chemicals… my Fiancee and business partner was shocked—he threw out all his fragrances!” she says. Yuliya works with Australian suppliers who share her values, balancing safe synthetics with naturals, skipping phthalates and harsh preservatives, and even working on an alcohol‑free skin‑loving launch coming soon.

For Yuliya, fragrance is about owning your story. “Fragrance is a statement of individuality and is something that needs to be celebrated and recognised.” When customers came back for their second and third bottles in those early days, she knew she’d struck something deeper than just scent.

Slip one of these mists into your bag, spray it into your hair before a date, layer two for a mood that feels entirely yours. By Yuliya isn’t just fragrance… it’s your invisible accessory, your moodboard in a bottle, your veil of armour for whatever the day (or night) holds. And honestly? Every girl deserves that feeling.