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Wednesday 14th February, Alderley Park, Cheshire

LoviOne®, Maxwellia’s emergency contraceptive pill brand, has been crowned winner of the Pharmacy Product of the Year Consumers’ Choice 2024.


The highly anticipated Pharmacy Product of the Year awards are voted on by independent pharmacies and their customers, allowing them to have their say on the most valuable products on the pharmacy shelves.


Following its launch in September 2023, LoviOne® has been praised by pharmacists and consumers for its accessible price point and attractive point of sale materials, helping to improve access, raise awareness, and remove the stigma surrounding the category.


Senior Brand Manager, Kim Wathall, said “for LoviOne® to have won the consumers’ choice award less than six months since launch is a huge achievement for the brand, and one that means the world to us at Maxwellia. We launched this product to help improve access to emergency contraception through an accessible RRP, and we are delighted that it has been so warmly welcomed.”


LoviOne® is an effective emergency contraceptive pill containing the active ingredient levonorgestrel, it is available to buy in pharmacy without a prescription following a short consultation with a pharmacist. LoviOne® is the sister brand to Lovima®, Maxwellia’s daily oral contraceptive pill that made history following its reclassification from prescription only (POM) to pharmacy (P) status in 2021.


Despite improved access to contraception through pharmacy, the abortion rate in the UK is the highest since records began, with the most recent statistics showing abortion rates further increased by 17% from January-June 2022, compared to the same period in 2021, suggesting more needs to be done to tackle unplanned pregnancy.


Maxwellia welcomed the statement earlier this year from the Faculty of Sexual and Reproductive Healthcare who are advocating for the reclassification of emergency contraception from Pharmacy (P) to General Sales List (GSL). 


Maxwellia’s Founder and CEO, Anna Maxwell, commented “As reclassification specialists, we are ready to contribute to this positive change. The reclassification of emergency contraception aligns with our commitment to widening access to medicines. Our dedicated team of experts have what it takes to get this over the line with the MHRA. We’re proud of the impact that we have already made in contraception reclassification and relish the opportunity to deliver this historic change.”


 For more information on LoviOne® visit


LoviOne® 1.5mg tablet. Levonorgestrel. Emergency contraception. Always read the label.




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