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Launched in September 2023, LoviOne® is a new brand of levonorgestrel-based emergency contraception that aims to improve access through its accessible retail price and a focus on community pharmacy distribution.


Following our game changing reclassification of Lovima®, one of the first contraceptive pills to be made available over the counter in pharmacy in 2021, we became aware of the challenges and anxieties that women face when experiencing unplanned pregnancy.


In 2021 there were over 86,000 emergency hormonal contraception (EHC) prescriptions dispensed in England alone, and in 2022 there were more than 400,000 morning-after pills sold over the counter in pharmacies across the UK.

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Despite the common use of emergency contraception, 2021 saw the highest number of abortions since the Abortion Act was introduced, and data from January to July 2022 highlighted a further 17% rise in abortions compared to the same period in 2021.


With an RRP of £12.99, LoviOne® has been priced to reflect the current economic climate, and the squeeze on consumer finances. There is currently a significant price-gap between branded EHC products and the generic alternatives that are available to buy over the counter.

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At the time of launch, Maxwellia’s CEO Anna Maxwell commented:


“We wanted to introduce an emergency contraceptive pill that provides the reassurance of a brand, at a price that is accessible for most women. The EHC is often a distress purchase, women do not need the added barrier of cost when considering their options.


LoviOne® is 99% effective when taken within 24 hours of unprotected sex, and 84% effective up to 72 hours. We are proud to bring an effective, branded solution to the EHC market.”

Learn more about LoviOne® at

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