Founded in Montreal, Canada in 2020, Sarah Laroche was eager to get SELV Rituel up and running after traveling around the world and discovering the "slow life" philosophy which encourages self-care, a focus on one’s self and promotes listening to your body. This is where the idea of SELV comes from: to offer time to people, the opportunity to take care of oneself or others. She expanded on this philosophy by developing products that would incorporate the ritual of bath; where you truly have to sit down with yourself and take the time to unwind. Through SELV, Sarah has felt incredible joy - one that has motivated her to create over 140 products, with many more to come!

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