Fragrance house

Jo Loves

Jo Loves was launched in 2011 by Jo Malone from her kitchen table, following five years away from fragrance after she had left her earlier Jo Malone business and completed a non-compete period. Malone had sold that eponymous brand to Estée Lauder in 1999 and remained its creative director until 2006; Jo Loves was then established as a self-funded venture with her husband and business partner, Gary Wilcox. Malone presents Jo Loves as an extension of her identity, with a creative direction distinct from the earlier brand, and treats fragrance as a form of communication—a language expressed through personal memory and story. Its stated approach is for each creation to tell a story, surprise the wearer, and challenge expectations, an ethos reflected in formats such as Fragrance Tapas, the Layered Candle, Fragrance Paintbrush, and Shot Candle. Pomelo, the brand’s first fragrance, grew from a beach experience on Parrot Cay and is identified as Malone’s signature fragrance and Jo Loves’ worldwide bestseller.