Jo Malone back in world of fragrance

Jo Malone is rediscovering her passion for fragrance: She is unveiling her new perfume brand, titled “Jo Loves,” inspired by her own fragrance leanings. Launching this fall, the collection will exhibit a range of flavor-inspired products, targeting the higher end.

“It’s things that I love, and some people will love them and some people won’t,” Malone said to WWD.

The product names and ingredients are still strictly confidential, but Malone is releasing both a website ( and a Facebook page.

Malone had stepped down from the Jo Malone Ltd. brand in 2006, after its sale to the Estée Lauder Cos. Inc. in 1999. Following that, she originated a BBC television show, “High School Dreams,” which proved to be the impetus for starting the new fragrance brand.

Her very first fragrance was crafted summer 2009. “It’s like running round a racing track, when suddenly you get past that pain barrier and you start to sprint, and that’s what it felt like for me,” said Malone of her creation process.

Malone is considering a retail component and plans to sell her wares in “all four corners of the world.”

To find out more, visit her website at

Tagged in: perfume, fragrance, jo malone, jo loves, malone,


Purple Neon/LadyLUX via WWD

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