LAUNE x Moeve
Moeve is the result of founder Evelina Mollaei’s desire to blend the calm minimalism of her Scandinavian roots with the energy of New York, the place she now calls home. With a background in interior design and a deep love for scent, she set out to create candles that feel intentional from concept to experience—clean ingredients, reusable vessels, and fragrances inspired by real moments, places, and memories. Moeve reflects Evelina’s way of living: thoughtful, sensory, and subtly elevated, offering scents that bring ease and character into any space. Below, Evelina shares more about the world of Moeve.
And a little treat: from now until December 20th, you can use code LAUNE20 for 20% off your next order—just in time for the holidays.
1. Tell me about Moeve. What inspired the name?
My name is Evelina Mollaei, I was born and raised in Sweden and have lived across Europe before finding my home in New York City. Moeve started as a vision to merge two worlds that have shaped who I am and where I am today: the calm, minimal beauty of Scandinavia and the bold, ever-moving energy of New York.
With a background in Interior Design and Marketing, I’ve always been drawn to spaces, mood, and the emotion behind aesthetics, how color, light, and scent can transform how we feel. I’ve always loved scented candles, the ritual of lighting one, the way a scent can shift an atmosphere or create a moment of stillness. Yet I was always searching for the one, a candle that was both clean in ingredients and refined in design. That search became the foundation of Moeve: a collection of nontoxic, hand-poured candles in reusable vessels, crafted with sustainability and simplicity in mind.
The name Moeve came to me while playing around with my own first and last name. I wanted something personal but not obvious, a name that felt fluid and modern, that carried movement and meaning. To me, Moeve represents more than a brand, it’s a reflection of balance: the softness of Scandinavian design meeting the pulse of NYC life.
2. What is the LAUNE (mood) of Moeve?
The LAUNE of Moeve is best described as elevated calm, that sense of quiet luxury where a candle isn’t just a scent, but a feeling. It’s the balance between Scandinavian serenity and NYC edge: where minimalism meets movement, and stillness carries energy.
Moeve is for those who find comfort in simplicity yet crave the inspiration of a vibrant, ever-changing city. It’s about creating moments that feel intentional, refined, grounded, and alive all at once.
3. What inspires you?
I’m inspired by contrasts, the stillness of Scandinavian nature and the pulse of New York City streets. Architecture, light, texture, and scent all influence how I create. I find inspiration in everyday rituals too: a morning coffee, a walk through the city, or the way light hits a building at dusk, those small, sensory moments that evoke emotion.
Living in NYC constantly sparks new ideas through its culture, people, and energy. Yet many of my inspirations also come from memories of growing up in Sweden, like the scent of Lily of the Valley, my grandmother’s favorite flower that bloomed by our house each spring, which you’ll find in our West Village candle, or the smell of my mom baking Swedish cardamom buns, captured in Sunday Brunch. Both scents connect my past with the present.
Even the design of Moeve reflects that connection: the glass vessels are inspired by the city’s high-rise buildings, the silver lids by their metal frames, and the brown paper boxes used for shipping by the timeless brownstone facades of New York City, small details that bring the energy and rhythm of the city into each candle.
4. What does the creative process look like? How did you get interested in creating candles?
When creating a new scent, it all starts with atmosphere. I often begin with a story or a mood, a place, a time of day, a memory and then translate that into scent. From there, I experiment with combinations until the fragrance feels like the perfect match between concept and emotion.
My interest in candle-making came naturally. I’ve always been drawn to design, interiors, and sensory experiences. Candles bring all of that together, design, craftsmanship, and scent, in a way that transforms a room, creates emotion, and brings warmth to everyday life. After moving frequently, I also realized that our home never felt complete until I had found a scented candle, a signature scent that made our new space feel truly like ours.
5. Do you have a favorite candle? How do you choose your scents and names?
It’s hard to pick just one, but Staycation holds a special place in my heart. It was one of the first scents I developed, inspired by the feeling of a luxury spa. Staycation transforms your home into a serene retreat, with notes of refreshing bergamot, soothing white tea, and warm cedarwood, a balance of uplifting and grounding, designed to create a tranquil, luxurious ambiance.
When it comes to naming and selecting scents, I always start with a feeling or a memory. The name is meant to capture a moment, a place, or an atmosphere, while the scent translates that into an emotional experience. Every candle tells a story, a reflection of a memory, a mood, or a scene I want to bring to life. For me, the process is about connecting past and present, nature and city, calm and energy, into something tangible and sensory.
6. What is next for Moeve?
I’m excited to expand the collection and introduce room sprays that complement the Moeve experience. I also hope to grow our wholesale partnerships and host pop-up events that bring the brand to life, offering people the chance to experience Moeve in person.
Today, you can find Moeve at Teak in Greenpoint, Brooklyn, a beautiful Scandinavian furniture store with a café called Falu House next door, where you can enjoy amazing Swedish cardamom buns.
As Moeve continues to grow, it will do so thoughtfully, always staying true to its roots: clean ingredients, sustainability, craftsmanship, and timeless design.
Rapid Fire:
1. Describe your style in three words.
Effortless, minimal, edgy
2. AM or PM skincare?
Both!
3. What’s one product you could not live without?
Any SPF, Supergoop! Glow Screen is a favorite.
4. If you could only wear one designer for the rest of your life, who would it be?
ANINE BING, love her personal style and brand!
5. Early mornings or sleeping in?
Early mornings
6. Favorite place?
Miami Beach EDITION or any Ski slopes
7. Favorite drinks spot in NYC?
8. Favorite restaurant in NYC?
Pastis (Their burger is amazing) or Palma (perfect spot for date night)
9. Dream collab?
10. Favorite brand?
ANINE BING for clothes and Le Labo for perfumes.
11. Favorite style icon?
Kate Moss
12. Favorite movie?
Dirty Dancing
13. What are you loving right now?
Oversized leather jackets, always!
