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Inventive fragrance line Jo Loves by Jo Malone CBE offers perfect gift ideas

By MiNDFOOD

Inventive fragrance line Jo Loves by Jo Malone CBE offers perfect gift ideas

Jo Loves, the perfume and home fragrance brand started by Jo Malone CBE has finally become more accessible here.

It could be easy to confuse the collection with that other well-known fragrance brand of a very similar name. 

That’s because British-born Malone started Jo Malone London in 1994, before leaving the business that still bears her name. 

In a now well-known story, the wildly successful, self-made businesswoman left school at 15 and became a facial therapist before eventually building her fragrance company, Jo Malone London, into a major success. In 1999 she sold her brand to Estee Lauder Companies, that still the parent company of the global cologne giant, and stayed on with the brand until 2006.

After being diagnosed with breast cancer she left to spend more time with her family, however realising her heart was still with fine fragrance, she founded Jo Loves in 2011. Her inspiration was to offer an innovative new scent, bath, body and candle collection with notes inspired by the memories and moments in life that she loves.

That collection has grown in the years since, with a number of straightforward but delightful scent combinations like Mango Thai Lime, Cobalt Patchouli and Cedar and Green Orange and Coriander, but remained frustratingly mostly out of reach to New Zealand and Australian customers. 

The brand only has one bricks and mortar store, a boutique on Elizabeth Street in London, however has extended its reach with recognised retailers such as Cult Beauty in the UK and Netaporter, and has now landed with local online beauty megastore Adore Beauty in Australia and New Zealand

The simple scents and home products in clean white and red packaging are aesthetically pleasing and easy to live with in your home. Uplifting and almost universally appealing, the fragrances, candles and body products make ideal gifts, as it’s easy to know they will be well received.

However it’s the creative elements where the brand really shines. In particular the brand’s signature fragrance paintbrush, a innovative refillable and portable brush that contains fragrance suspended in a gel formula that dries in seconds, letting you easily and conveniently paint with fragrance onto your skin. 

Jo Malone CBE with her signature Jo Loves scent ‘Jo’ and the brand’s popular fragrance paint brush.

Another highlight? Malone’s first ever eponymous perfume, named Jo. Notes of grapefruit, lime and guaiac wood come together in a full bodied scent with personality.

“I always head back to ingredients to celebrate moments in my life and that’s what this really is,” Malone told Harper’s Bazaar when it was released. 

“It’s very masculine. Very cologne. It’s got a real power and tenacity about it,” she said.

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