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Maxwellia Celebrates Double Win at Prolific North Champions Awards for LoviOne Emergency Contraceptive Pill Brand


Alderley Park, UK – May 13, 2024 – Maxwellia, the pioneering consumer healthcare company, is thrilled to announce its double victory at the prestigious Prolific North Champions Awards held in Manchester last week. The company's emergency contraceptive pill brand, LoviOne®, clinched two esteemed awards – Innovation of the Year and New Brand to Watch, further solidifying Maxwellia's commitment to women's reproductive health.


Founded by visionary CEO Anna Maxwell, Maxwellia is at the forefront of driving innovation in consumer healthcare, making history with the launch of Lovima®, one of the first contraceptive pills to be made available to buy OTC in the UK in 2021. The recognition at the Prolific North Champions Awards underscores the company's dedication to empowering individuals to take control of their health and wellbeing.

Commenting on the accolades, Kim Wathall, Head of Marketing at Maxwellia, expressed pride in the recognition of LoviOne. "As a female-founded company, we are immensely proud to receive these awards for a women's health brand that is making a tangible difference in improving access to emergency contraception. LoviOne not only provides an effective solution but also empowers women to proactively manage their reproductive health."

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Team Maxwellia accepting one of two awards won at the Prolific North Champion Awards 2024.

LoviOne was also crowned as the 2024 Pharmacy Product of the Year Consumer’s Choice earlier this year, demonstrating its quick impact on the category. However, LoviOne’s success extends beyond awards, as the emergency contraceptive pill is now nationally listed in leading pharmacy chains including Superdrug and Asda, as well as Day Lewis, Cohen's, and numerous independent pharmacies across the UK. Despite emergency contraception being available over the counter for more than two decades, LoviOne has made significant strides due to its accessible retail price, compelling branding, and informative online resources.


Anna Maxwell, CEO of Maxwellia, emphasised the company's ongoing commitment to innovation in pharmacy medicines. "Maxwellia is dedicated to driving positive change in healthcare, and LoviOne's success is just the beginning," said Maxwell. "We are excited to announce the imminent launch of our two new menstrual health brands, Evana® and Ultravana®, whilst continuing to build on our robust pipeline of medicines set to enter the market in the coming months and years."

Maxwellia's success at the Prolific North Champions Awards underpins its position as a disruptor in consumer healthcare innovation, with LoviOne leading the charge in empowering individuals to make informed decisions about their reproductive health.

Product information:

LoviOne® 1.5 mg Tablet (Levonorgestrel) - PL 46973/0001. Indications: Emergency contraception within 72 hours of unprotected sexual intercourse or failure of a contraceptive method. Posology: One tablet should be taken, as soon as possible, preferably within 12 hours, and no later than 72 hours after unprotected intercourse. Contraindications: Hypersensitivity to the active substance or to any of the excipients. Precautions: Not recommended for patients who are at risk of ectopic pregnancy (previous history of salpingitis or of ectopic pregnancy), hepatic dysfunction, malabsorption syndromes, such as Crohn's disease. Contains lactose, not for patients with rare hereditary problems of galactose intolerance, the Lapp lactase deficiency, or glucose-galactose malabsorption. Side effects: Very common (≥ 10%) headache, nausea lower abdominal pain, bleeding not related to menses, fatigue. Common (≥ 1% to <10%) dizziness, diarrhoea, vomiting, delay of menses more than 7 days, menstruation irregular breast tenderness. Very rare (<1/10,000): abdominal pain, rash, urticaria, pruritus, pelvic pain, dysmenorrhoea, face oedema. MA holder: NAARI B.V, Rietveldenweg 102, 5222AS’s- Hertogenbosch Netherlands Classification: P. RRP (ex.5% VAT): 1 tablets £12.34. Date: June 2023.



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

  2. LoviOne 1.5 mg tablets SmPC (Feb 2023)

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