top of page
Website banner_BUY NOW_v2 (1).jpg

Introducing LoviOne

A new brand of emergency contraception from Maxwellia


Alderley Park, Cheshire, UK – 14th September 2023
In their latest move to help widen access to medicines, Maxwellia is delighted to announce the launch of LoviOne®; a new brand of levonorgestrel-based emergency contraception. Set to hit pharmacy shelves this autumn, LoviOne® aims to improve access to emergency contraception through a focus on community pharmacy distribution.


Following their game changing reclassification of Lovima®, one of the first contraceptive pills to be made available over the counter in pharmacy in 2021, Maxwellia 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 alone1, and in 2022 there were more than 400,000 morning-after pills sold over the counter in pharmacies across the UK2.


Despite the common use of emergency contraception, 2021 saw the highest number of abortions since the Abortion Act was introduced3, and data from January to July 2022 highlighted a further 17% rise in abortions compared to the same period in 20214.


“With unplanned pregnancy an ongoing challenge in the UK, more needs to be done to help women understand the options available to them following unprotected sex” says Anna Maxwell, Founder and CEO of Maxwellia. “As a branded pharmacy medicine, the launch of LoviOne® will help to raise awareness of the emergency contraception options available.”


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. “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 sex5, and 84% effective up to 72 hours6. We are proud to bring an effective, branded solution to the EHC market” adds Ms Maxwell.


The launch of LoviOne® coincides with Sexual Health Week, of which Maxwellia is a patron. The annual campaign led by the sexual health charity Brook, provides a platform to drive awareness of relationships, sexual health, and a consent. Kim Wathall, Senior Brand Manager at Maxwellia commented “We are proud to be a patron of Sexual Health Week 2023, and support the fantastic work that Brook deliver in educating young people about safe sex. Sexual health, contraception, and particularly emergency contraception continue to carry a stigma; with the launch of LoviOne®, we aim to drive the conversation around avoiding unplanned pregnancy and provide women with the information that they need to make an informed decision about their reproductive health.”


LoviOne® is available from participating pharmacies or can be bought online at    


Pharmacies can order LoviOne® now from AAH or direct by contacting The Miles Group


LoviOne 1.5mg tablet. Levonorgestrel. Emergency contraception. Lovima 75mcg film-coated tablets. Desogestrel. Oral contraception. Always read the label.




  1. Sexual and Reproductive Health Services, England (Contraception) 2021/22. Publication date 29.09.23. Access 14.08.23.

  2. IRI sales data on file

  3. Abortion statistics, England and Wales: 2021 (updated 25.05.23). Accessed 14.08.23

  4. Abortion statistics, England and Wales: 2022 January - June. Accessed 14.08.23

  5. Lancet (1998) Randomised controlled trial of levonorgestrel. 352: 428

  6. LoviOne 1.5 mg tablets SmPC (Feb 2023)

bottom of page