Loudo by Sarah Baker was launched in 2021. Loudo is at first innocent with the evocative aromas of childhood appetites. But, it dries down to something seriously grown-up. Proustian white chocolate and rediscovering a beloved game in a wooden chest in the attic, realising years later it was the seed of your adult prowess; the sensual, sexy and clever you. Loudo’s name is a pun on “oud”, one of its key ingredients, and the Latin word for “play” or “a game”, though it can also mean “to flirt” or to pull the wool over someone’s eyes in a good natured way in Latin. Game on!