About us
the story of the original
flavored air founded in 2020
2020
The question that changed everything
Late one night in Amsterdam, watching someone I loved reach for their habit for the hundredth time that day, I realized something.
Everyone was focused on the nicotine. The patches. The gum. The willpower. But what if the real dependency wasn't chemical, it was ritual?
The hand-to-mouth motion. The pause. The breath.
The moment of escape repeated thousands of times until it becomes automatic.
What if we're solving the wrong problem?
2020
I discovered it was used thousands of years ago
I started researching. Deep diving into behavioral psychology, addiction patterns, ancient wellness practices.
That's when I found it.
Ancient cultures, 4,000 years ago, used aromatic plant inhalation not as medicine, but as ritual.
They understood something we'd forgotten: the ceremony matters more than the substance.
We didn't need to invent something new. We needed to reclaim what they knew all along.
2021
The world's first ritual replacement device
We created Lio, a natural aromatherapy device that replaces the ritual without the poison.
Not a vape. Not nicotine replacement. Something entirely different: behavior replacement.
Plant essences that satisfy the hand-to-mouth motion your brain is seeking. Some loved it immediately. Others thought we were crazy. But many of them stuck with it, far more than those who tried willpower alone.
We were onto something.
2022
Proof of concept
Word spread. Not through flashy ads or influencers, through real people who'd tried everything and finally found something that worked.
We served customers in 46 countries we'd never advertised in. People were sharing Lio because it actually helped them, not because we paid them to.
Meanwhile, we obsessed over the details. Airflow mechanics. Device ergonomics. Flavor chemistry.
Every millimeter mattered because if the ritual didn't feel right, people wouldn't stick with it.
2023
Scale and refinement
10,000 customers became 50,000. Then 75,000.
The feedback was consistent:
Far better results than willpower alone
€2,400 average savings per customer
Most people felt different within the first 72 hours
But we also learned where we were failing. So we went back to the drawing board.
New plant formulations. Redesigned core mechanism. International expansion, all while maintaining our zero-nicotine, zero-chemical promise.
2024
The upgrade
We launched Lio Gen 2 with everything we'd learned.
Stainless steel construction. Adjustable airflow. Improved flavor delivery. A modular design that makes it feel less like a "quit tool" and more like an upgrade to a better ritual.
Because that's what this really is. Not deprivation. Not willpower. Not fighting yourself.
It's giving your brain what it actually wants, without the harmful substances. 100,000 customers across 50+ countries. But the metric we care about most: 80,000 people who've made the switch.
2025
The mission accelerates
The tobacco industry has stolen decades of life from billions of people.
Vaping companies said they were the solution, then created an even more addictive delivery system.
We're done waiting for them to fix the problem they created.
Our goal: Help 100 million people break free by 2030.
Not through nicotine replacement. Not through willpower.
Through ritual replacement, the same strategy humans have used for 4,000 years.
We built community programs. Developed audio coaching. Expanded globally. And relentlessly improved the device that's already helped 100,000 people change their habits.
2026
What's next?
We're just getting started. New ways to break free.
Some things we can't talk about yet.
But if you thought Lio Gen 2 was the final form, you haven't seen anything yet.
The future of freedom is 4,000 years old.
And it starts with one breath.
OUR MISSION
We believe everyone deserves freedom from the habits holding them back. That's why we're here, to help you reclaim control, one breath at a time.
Natures Innovations LLP
32 Kinburn Street
London, SE16 6DW
Company No: OC449373
VAT No: 493747933
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Information on this website is for general purposes only and does not constitute medical advice. BreatheLio is not a medical device and is not intended to diagnose, treat, cure, or prevent any disease. If you have health concerns, are pregnant, or breastfeeding, consult your healthcare provider before use. Always read product instructions carefully. Use at your own risk.