Jo Malone--the brand--hasn’t gone anywhere, but Jo Malone--the person--has been MIA from the fragrance world since stepping down as Creative Director of Jo Malone Ltd. in 2006, her eponymous company which she sold to Estée Lauder in 1999.
But WWD reports today that Jo will be re-entering the fragrance market with a new line called Jo Loves. You can watch a video posted on her new website, JoLoves.com, to understand her path back to fragrance entrepreneurship.
Since leaving Jo Malone Ltd., WWD reports that Jo did some charity work and had a BBC television show called “High Street Dreams,” in which young entrepreneurs tried to sell their wares to retailers. During filming, Jo discovered that she was ready to start a business again.
On the “Jo Loves” video, Jo proclaims herself a “working class girl” who still has some “unwritten chapters,” so she started dabbling in fragrance again. Armed with a love of food, her new fragrances will be flavor-inspired. She is keeping the names and ingredients a secret for now, but told WWD that she’ll introduce her own terminology and is shooting for a high-end market.
Jo, who almost single-handedly brought niche fragrances to the masses, says that this new venture will be entirely separate and different from her original Jo Malone line (but in her video she made sure to acknowledge that the line was in very capable hands). Her fragrances have always had a foodie bent, featuring lots of fruit and herbal notes. It will be interesting to see how she takes her flavors to the next level.
It’s not clear when the line will officially launch, but we’re watching this one eagerly. Welcome back to our perfume shelf, Jo!