Löy Brings Traditional Finnish Sauna Aromas to North America

Löy, a new wellness brand rooted in traditional Finnish sauna culture, has officially launched in North America — bringing with it a product that has long been a staple in Finland but has never been properly available to North American sauna enthusiasts: sauna aromas.

With 12 distinct scents, plus a line of Birch and Peat body wash and shampoo, Löy is building a complete, authentically Finnish sauna experience for a continent that is only beginning to discover it.

Founder Story

The brand was founded by Eric Krauss, a Los Angeles-based entrepreneur whose relationship with sauna began not in a studio, but in Finland itself.

“After a trip to Finland in 2016, I knew that I wanted to adopt sauna into my routine. And after helping dozens of friends buy a sauna, I knew I wanted to be in the space. Almost everyone in Finland and other parts of Europe uses sauna aromas — and I discovered that they really aren’t available here in North America. Many people attempt to use essential oils, but those aren’t designed for sauna, water, or use on a sauna stove. The rest of the world is saunaing with aromas, it’s time we do too.” – Eric Krauss, Founder, Löy

Made for the Stove, Made for the Steam

In Finland, sauna is not simply a place to sweat — it is a ritual, a social institution, and a deeply personal practice. Central to that ritual is the use of sauna aromas.

Sauna Aromas vs. Essential Oils

The aromas are concentrated, water-soluble scents added to the water that is then poured over the sauna stove to create löyly, the steam that defines the sauna experience. Löy’s aromas are specifically formulated for that environment — designed to mix evenly with water, dilute properly, and produce a clean, consistent löyly.

Essential oils, by contrast, are oil-based. They don’t mix well with water, do not dilute evenly, and do not produce the smooth, enveloping steam that a proper sauna session demands. They were never designed for a sauna stove — and it shows.

Löy’s collection of 12 aromas brings authentic sauna tradition to North America, offering sauna bathers the sensory richness that Finnish sauna culture has always centered around. The line is complemented by Birch and Peat body wash and shampoo — two scents deeply tied to Finnish sauna tradition — creating a head-to-toe ritual that begins in the heat and carries through to the rinse.

Löy Aromas

1. Pine Forest
2. Rosemary
3. Juniper
4. Eucalyptus
5. Mint
6. Honey Herb
7. Tar
8. Sandalwood
9. Birch Leaf
10. Lakeside Sauna
11. Smoke Sauna
12. Lapland Dry Wood

More info: https://loysauna.com/collections/sauna-aromas

Educating a Market Ready to Learn

As sauna culture spreads rapidly across North America — fueled by growing interest in recovery, longevity, and intentional wellness — Löy arrives with both a product and a mission: to introduce North American sauna enthusiasts to the way Finnish sauna has always been practiced. The brand isn’t asking people to change their relationship with sauna. It’s inviting them to deepen it — with products that were purpose-built for the experience they’re already seeking.

For the millions of North Americans who have built home saunas, joined sauna studios, and embraced the ritual, Löy offers something they didn’t know they were missing: the real thing.