The Story
Why it exists.
The beginning
The story behind Hinoki & Cedarwood lives in a specific practice: shinrin-yoku, or forest bathing. Jo Malone London's 2024 release by perfumer Anne Flipo translates this Japanese ritual into scent, capturing the slow attention to trees, bark, and the air between branches. Flipo worked with hinoki, a cypress that has been revered in Japan for centuries for its spiritual and therapeutic properties, paired with cedarwood that brings its own character to the blend. The fragrance captures the essence of stepping into a forest clearing, where cool air mingles with warm wood and the scent of resinous trees fills the space around you. It is a reminder to pause, to notice what grows around you, and to carry that stillness home.
What makes this pairing unusual is the balance between cool and warm. Hinoki carries a certain camphorated clarity, medicinal without being harsh, while cedar brings a dry, almost powdery warmth that softens everything it touches. The two woods negotiate a middle space, each tempering the other's stronger qualities. The aromatic top notes set a tempo, slowing the wearer's expectation of what a woody scent should do. There is no rush to the drydown. There is no dramatic sillage. Instead, the structure unfolds gradually, revealing new facets over hours of wear.
The evolution
The aromatic top notes arrive first, clean and inviting rather than sharp or aggressive. They open like a window in a quiet space, setting an immediate tone of calm. Within a short time, the hinoki surfaces, warm and resinous with a faintly camphorated quality that feels both grounding and uplifting. It does not announce itself so much as settle in, like sunlight slowly warming a wooden surface. The cedar appears a bit later, dry and powdery rather than sharp, threading through the composition rather than taking it over. As the fragrance develops, it compresses into something intimate and close, present on the skin but not intrusive. It settles into a quiet cedar-and-hinoki echo that lingers into the evening hours without ever becoming loud or overwhelming.
Cultural impact
The 2024 release arrives at a moment when many people are seeking ways to embrace slowness and intentionality in their daily lives. Shinrin-yoku, the Japanese practice of forest bathing, has gained attention for its emphasis on quiet presence and connection to nature. Hinoki & Cedarwood speaks to this desire, offering a fragrance that feels like a deep breath in a quiet forest rather than a bold statement. Wearers describe it as the scent of someone who walks into a room comfortably, present without needing to fill the space with noise or drama. It holds a quiet confidence that feels right for how many want to move through the world today.
