4 years ago

Making Scents: Jo Loves Perfumes

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Selling her wildly successful business in 1999, Jo Malone’s latest venture as Jo Loves into candles and perfumes is ALL KINDS OF WONDERFUL. Our Beauty Editor, Sarah Halliwell, shares exactly the scents we can expect from Jo Loves, including CHARCOALED LEMONS AND MINT MOJITO

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Scent entrepreneur Jo Malone has begun again, with the benefit of experience. Having sold her eponymous business to Estée Lauder in 1999, leaving the business entirely in 2006, she has gone back to her roots.

Since 2011 she has been creating artisan scents and candles under the name Jo Loves from her one and only store, in Elizabeth Street, London (a street that’s one of the city’s best-kept secrets – Malone’s illustrious neighbours include Philip Treacy, Jenny Packham and Bionda Castana).

This is a personal project for the perfumer that began with Pomelo, a wonderful zesty and fresh unisex scent inspired by a trip to the Caribbean.

It’s a real holiday smell, and anyone who loves the original Jo Malone brand will fall for it – this has the same signature and immediate appeal.

Jo Malone MBE Fragrance Tapas Portrait

In October, look out for an intriguing new scent from Jo Loves, Red Truffle 21. It’s an earthy green fig scent with vetiver and truffle notes to add intrigue; you’ll also find truffle in Stella McCartney’s LILY scent, but it’s rarely used in perfumery as it’s so hard to balance the strong smell with other notes.

The number 21 is to celebrate Malone’s 21 years as a retailer. Also innovative are the Shot Candles (£75), where you pick two “shots”, such as Charcoaled Lemons, Mint Mojito and Salted Caramel, and slot them together: as the top section burns, it fuses with the second “shot” beneath, creating a constantly changing smell.

Jo’s own advice is to try “clashing” scents to make things interesting. And bath colognes make for a seriously decadent experience.

Apart from the one London shop, the collection is currently only available online (£15 delivery charge) though we’re hopeful that a little store will open here at some point. We love the idea of the box of ten 30ml “shots” (£80stg) so that you can try several scents before investing in a full-sized bottle.

www.joloves.com

Sarah Halliwell

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