Heritage
A house, in its own words
Jo Malone began mixing scents in her kitchen during the early 1990s. In 1994 she opened a small shop on Brook Street, London, and the brand Jo Malone London quickly attracted a cult following. In 1999 the company sold to Estée Lauder, and Malone stepped back from the industry to raise her family. After a decade away, she returned to perfumery in 2011, launching Jo Loves as a separate creative venture. The first Jo Loves fragrance, Orange Tulle, arrived that year and set a tone of bright citrus paired with subtle florals. A year later Mango Nectar arrived, showcasing tropical fruit notes that referenced Malone’s travels in Thailand. The brand opened its flagship boutique on Elizabeth Street, Belgravia in 2012, restoring a former florist shop where Malone once worked at age sixteen. 2016 saw the release of Smoked Plum & Leather, a darker composition that demonstrated the house’s willingness to explore richer accords. In 2022 Jo Loves introduced Golden Gardenia, a tribute to the classic gardenia scent but rendered with a modern, luminous finish. The 2024 launch of With Love From Positano highlighted the brand’s continued focus on travel‑inspired narratives. Throughout its history Jo Loves has remained independent, sourcing many ingredients from British farms and maintaining a small‑batch production model that differentiates it from larger luxury houses. Jo Loves treats fragrance as a personal language rather than a trend. The house believes that scent can anchor memory, so each composition aims to evoke a specific moment or place. Malone emphasizes authenticity; she selects ingredients that reflect her own experiences, whether a Mediterranean garden or a Thai market stall. Sustainability informs the brand’s decisions: Jo Loves prefers renewable raw materials, works with suppliers who practice ethical farming, and reduces waste through recyclable packaging. The creative process invites collaboration with independent perfumers, yet Malone retains final approval to ensure each scent aligns with her vision. Community also matters: the brand supports mental‑health charities through limited‑edition releases and hosts workshops that teach customers how to layer scents for a personalized effect. This blend of personal storytelling, ethical sourcing and inclusive education defines Jo Loves’ approach to modern perfumery.