The inventive fragrances can now be found in a pop-up brand experience within Farmers Sylvia Park in Auckland, as well as online at Farmers from December.
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 divine scent combinations like Mango Thai Lime, Cobalt Patchouli and Cedar and Green Orange and Coriander available as perfumes, candles and more.
The brand also knows how to do Christmas, embracing the season with joy from stunning festive packaging to a number of desirable gift ideas. Know a perfumer aficionado? The Jo Loves Fragrance Discovery Collection, with 12 mini sizes of the brand’s perfumes is ideal to introduce someone to the line-up.
Then there’s the Jo Loves Christmas Layered Candle. Unique to the brand, it combines three individual festive scents one on top of each other. From the iconic pine of Christmas Trees to the rich, sweet Plum Pudding then the final blend of smoky woods of Log Fires, it’s the perfect Christmas candle for enhancing the atmosphere at parties or hosting dinner on Christmas day.
With the new Jo Loves space at Farmers Sylvia Park, fragrance lovers will be able to experience what the brand calls it’s ‘fragrance tapas’ experience.
It involves interacting with the brand’s line up of fragrances, experiencing the ways in which they can be combined and used to enhance your lifestyle and throughout your living spaces too.
Customers will have the opportunity to create their own fragrance journey by choosing from a menu of scents and experiencing them in combination, discovering the perfect blend that resonates with their individuality. Bath Cologne is warmed within a tagine and released as a cloud of scented steam followed by a cleanser shaken over ice and strained into a glass and much more.
Beyond personal perfumer, the brands’ captivating, yet not overwhelming, 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.
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.
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 with local online beauty megastore Adore Beauty in Australia and New Zealand. Now, the new home at Farmers will extend the brands reach to a wider number of fragrance enthusiasts Down Under.