Jo Loves
Jo Malone's second act in London perfumery.
Jo Loves is the second fragrance house of Jo Malone CBE, launched in London in 2011 after the five-year non-compete period that followed her sale of Jo Malone London to Estée Lauder in 1999. The flagship sits on Elizabeth Street in Belgravia, a few streets from where the original Jo Malone shop opened. The line keeps the layered, simple-statement approach Malone pioneered — single-idea fragrances built around legible materials such as pomelo, white rose and lemon leaves, mango Thai lime, or smoked plum and leather — but with a more personal, narrative voice. House signatures include Fragrance Tapas, served on the back of the hand, and Fragrance Paintbrushes that apply scent in deliberate strokes. It suits wearers who liked the early Jo Malone aesthetic and want to follow the founder's continued work: bright, well-mannered British perfumery with a strong retail theatre and approachable prices for the niche tier.
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
