OUR STORY

IT WAS MORE THAN JUST AN IDEA

LOID NOBLE, a company born in 2018 in a studio apartment in Bel-Air, California, is a testament to one person's passion and creativity. Niki Abraham, our enthusiastic founder, initially started making candles as a simple pastime, crafting small batches in her kitchen and gleefully gifting them to loved ones. The overwhelmingly positive reception from friends and family ignited a spark within Niki, inspiring her to turn her hobby into a fully-fledged business venture.

The journey began by participating in a weekly farmers' market in Westwood, Los Angeles, where patrons quickly fell in love with the handcrafted charm of LOID NOBLE's products. Encouraged by the growing demand and support from the local plant-based community, Niki set her sights on expanding the reach of her creations.

Taking the leap, LOID NOBLE established its online presence through a dedicated website and an Etsy shop, while also selling on Amazon.com. Within a year, the company relocated to the East Coast of the United States, setting up shop at numerous farmers' markets and pop-up events across the Tri-state area on a weekly basis.

THE RIGHT AMOUNT OF GRIT APPLIED.

The brand's footprint in New York City expanded as LOID Noble secured a retail space at the renowned Artist & Fleas in Soho, delighting customers with their unique offerings for several months.

Additionally, the company became a regular feature at the vibrant Grand Bazaar NYC, a beloved Sunday market nestled in the bustling heart of the city. Through dedication, creativity, and a commitment to quality, LOID NOBLE flourished into a beloved presence in both local markets and online platforms, bringing joy and artisanal charm to customers far and wide.

9 months after relocating to the East Coast, the Covid-19 epidemic hit the shores of the United States. Despite the chaos, the business continued to thrive, expanding its consignment program and production team. However, everything came to a stop when the lockdown began. Now, four years after Covid-19 struck, LOID NOBLE, now ITBO GREEN, is in an even better shape. We have resumed our operations with renewed vigor and a steadfast dedication to achieving our goals.

HOME IS WHERE THE MAGIC HAPPENS

Now operating from London, England, our dedication to providing customers with authentic plant-based products is unwavering. We have re-introduced all the plant-based goodness our customers enjoyed previously and introduced 2 new products.

The list of all our products is as follows:

Organic Essential Oils
Absolute Oils
Single-Oil Candles
Multi-Oil Candles
Plants-in-the-Mix Candles
100% Natural Bar Soaps
Herbal Body Wash
Salts & Herbs (bath bomb alternative)
Reed Diffusers
Organic Floral Water
Herbal Wax Melts

The potent essences found in plants have been meticulously extracted to create essential oils, serving as foundational elements in all our bath and body formulations. Each of our products is infused with essential oils and/or other botanical elements - we do not use synthetic fragrance or artificial colouring. Our product bases have all gone through a curing process. Additionally, we infuse natural salts in some products to act as a natural preservative. It is these elements that make us truly 100% plant-based.