‘Jo By’ Jo Loves
My friends, let me tell you all about ‘Jo By’ Jo Loves. The iconic signature fragrance of Jo Malone’s new fragrance brand.
“Over the last 25 years I have created fragrances for all kinds of reasons, but this one I created for myself”
-Jo Malone, MBE
Grapefruit, Lime, Black Pepper and Cedarwood.
As many of you may already know, Jo Loves is the fragrance collection created by Jo Malone MBE. After she sold her namesake brand to Estee Lauder, she stayed on as Creative Director for a number of years before leaving the company for good. After a few year, she realised she missed making fragrance so much that she created a new company and if you are a fan of Jo Malone London, I urge you to investigate her new brand Jo Loves because I promise you, you will love it just as much!
It’s a smaller collection of fragrances and available in less stores but it’s the most wonderful collection of home and personal fragrances. Jo Malone creates every fragrance for Jo Loves and she’s the same perfume genius that she was when she created her namesake brand and some of the worlds most iconic fragrances. I’m not exaggerating when I say, I love this woman!
Jo By is the brand new fragrance from the brand and it is the fragrance she created for herself. It is the only perfume in the collection to be sold in a red bottle and it is an EDP, rather than a cologne. To say that Jo by Jo Loves is a delight would be an understatement! It’s fresh, punchy, elegant, exciting, timeless, joyful and distinctive. It’s exactly the kind of fragrance I would have expected Jo Malone to create for herself, it’s like a hybrid of Lime Basil Mandarin (which she created in her JML days) and Pomelo (a grapefruit inspired fragrance from her Jo Loves collection); two of her most iconic fragrances, but with a few unexpected extras, like spicy black pepper and spearmint (I hadn’t picked up on the spearmint until I saw @BritBeautyBlog’s Instagram post about this perfume). The added spice and freshness give a slightly unexpected twist and lift the top notes and darken the base notes, in a way that Jo Malone does so well! I’m SO excited to have a full bottle of it to enjoy for months to come! It’s perfect. I love it!
Jo By is out now and available as a 50ml and 100ml bottle. It is priced at £70 and £115 respectively. It’s also worth checking out Jo Loves ‘Pomelo’ which is another fragrance Jo Malone created and one of her personal favourites to wear.