From the legendary perfumer herself, Jo Malone CBE, comes Jo Loves, a luxury fragrance brand that represents all we’ve loved and admired Jo for—her ingenuity and innovations, the personal touch she puts in every creation, and the wellspring of stories behind every scent. Launched in 2011, Jo Loves is fast becoming a favorite of long-time fragheads and new scent enthusiasts.
At the heart of one of Manila’s business capitals, Glorietta 4, lies the newly-opened Jo Loves boutique (likely the biggest one in the world!), ready to be explored. It is bright and cheery, warm, and full of life. It’s a space that’s inviting, one that makes you want to reach out and try, and experience the bevy of scents on display, in different iterations: perfumes, candles, bath gels, and more. The store staff are ever-so-ready to tell you the stories behind the scents, armed with recommendations to boot, based on your scent preference–or whatever you’re in the mood for the day.
Recently, the fragrance genius herself, Jo Malone CBE, flew in all the way from London to mark a very special day: Jo Malone CBE personally and officially opened the Jo Loves Glorietta 4 boutique and shared the story behind Jo Loves to beauty journalists, creators, and fragrance fanatics.
Many are, after all, well aware of the name–an icon in the fragrance world, for sure, but perhaps, not all have had the chance to hear about the long and winding–and truly inspiring!–story that makes Jo Malone CBE and the Jo Loves brand what it is today. “I’m telling these stories of my life and I love life,” Jo tells The Beauty Edit, sharing the things that continue to inspire her, despite being in the industry for decades. “I love creativity. I love being able to do something that makes people smile.”
“I left school at 15. I had no qualifications. I never went to university. I’m afraid I don’t believe any of those grand things. But I did have an entrepreneurial heart,” she began. “I came from a family background where there wasn’t a lot of money. But I had two very, very, very creative parents. My mom was in the beauty industry, and my father was a brilliant artist. He was also a magician.”
“I have a great belief in life, that nothing is ever wasted,” she continued. “Not where we come from. Not what we do, not what we didn’t do. We are who we are, and our parents and our upbringing were a huge part of that.”
In 2003, Jo was diagnosed with an aggressive form of breast cancer and was told she had nine months left to live. Not only did this impede her work–and one she loved the most, the cancer also resulted in Jo losing her sense of smell. “I went to New York and I fought for my life. I was one of the first women to take chemotherapy in a very different way. It’s called dose-density chemotherapy today. Tumoxapine is why most women survive breast cancer, but I was one of the first to take it. After one year of chemotherapy, major surgery, losing my hair, losing my confidence, but I’d also lost my sense of smell, and I haven’t told anyone. The adramycin and the cytoxidine have taken my sense of smell completely.”
Not only did Jo fight against cancer, but she eventually, serendipitously, gained her sense of smell back. As life would have it, Jo knew, it was time to get her life back: to do what she loved doing and what she did best. It was time to start again, and so, the idea of Jo Loves was born.
Each and every Jo Loves creation is marked with a red dot, which has become Jo Malone CBE’s stamp of approval and creative signature. She is, after all, dyslexic, which makes reading a spelling more challenging for her; and she has synesthesia, too, a condition that processes stimuli differently–in her case, for example, she associates smells with colors.
“I’m telling these stories of my life and I love life,” Jo tells The Beauty Edit, sharing the things that continue to inspire her, despite being in the industry for decades. “I love creativity. I love being able to do something that makes people smile.”
She takes the pomelo fruit on display at the boutique, and shares, “I mean, look at that [the pomelo fruit], who would believe that that little fruit here could’ve delivered something so powerful and change my destiny? You know, it’s the simple things in life. I love to love. I love to create. It’s all of those things encompassing.”
The Jo Loves Glorietta boutique, in time for its official unveiling, was redecorated to mimic the flower shop that Jo Malone CBE herself used to work as a florist’s assistant back in London. This story inspired one of Jo Loves’ iconic scents, the No. 42 The Flower Shop.
“We found our first little home, which was 42 Elizabeth Street,” Jo shared. On her birthday, Jo was gifted a key to the very same flower shop where she started her first job as a florist, at 16 years old. “[It’s] exactly the same shop, [the flower shop]. I had returned back, I thought, to where I first started.”
“What I would like to say is [that] tonight, we have gone back to 42 Elizabeth Street,” said Jo. “And here we are. This is a fragrance that I created in honor of that,” she added, spritzing the scent to fill the room.
As with every Jo Loves scent that takes you through a personal story, experience, or moment of the creator herself, every Jo Loves boutique also houses a Fragrance Tapas Bar, a truly novel idea that allows guests of the store to experience every single item in the Jo Loves repertoire.
“I’m going to be painting some of you tonight with fragrance and causing you to look at fragrance from a different perspective and creativity,” said Jo. “We have a Tapas Bar where nothing to eat, we’re here to smell, I’m going to create a tapas for you, paint you with fragrance, and tell you a few more stories.”
Jo Malone CBE herself was the night’s “bartender.” The bath cologne was warmed in a tangine, creating a bubble of steam similar to that that comes off a bubbly tub, ready for one to indulge in. Fragrant body wash was shaken over ice and poured into a glass, topped off with a Jo Loves scent, like a cocktail. Then the body lotion was whipped, foamed, and painted with a brush onto the skin. Ahhh, indeed, it was truly an experience for the senses!
From the founder and creative director who loves a good story, Jo Loves feels like a badge of bravery, a brand that’s lived on to tell its tale–and one through scents and the senses. There is plenty more to discover about the brand and the 60-year-old legend known to the world as the “Scent Maverick.”
Do drop by the boutique at Glorietta 4 and be prepared to be left in awe. Find below our list of tried-and-true picks from Jo Loves, as promised, in case you need a guide when you take a deep dive into the brand and indulge.
HERO PRODUCT
Jo Loves Pomelo
Jo Loves Pomelo isn’t any average citrus scent. It holds a special place as the very first scent created by Jo Malone CBE. Inspired by Jo’s memories of summer holidays, it captures the essence of the season in an energizing and zesty fragrance. As the name suggests, the star of the show is definitely the pomelo, providing a burst of sweetness on the first spritz.
But it’s not just a one-note fragrance. The pomelo is combined with vetiver and patchouli to give it a touch of earthy and floral notes and transcend an ordinary beach perfume. This fragrance is a must-try for anyone looking for a fresh and uplifting scent with a twist. It’s the perfect fragrance companion for the spring and summer seasons.
Jo Loves Pomelo
P5,900 / 50 ML
UNDER-THE-RADAR ESSENTIAL
Jo Loves Fragrance Paintbrush
The Fragrance Paintbrushes are truly unique products from their lineup, mainly because of their innovative yet practical application method. They’re designed to make fragrance application an easy, playful, and portable experience. It ditches the traditional spray bottle and comes in sleek, pen-like tubes, making them as stylish as they are functional. The concept is simple: You click the base to release the gel-like fragrance, then use its brush tip to paint the scent onto your skin. This approach not only allows for a more precise application but also adds a touch of creativity and fun to your daily fragrance routine.
The slim and compact design of the paintbrush means it easily fits into a handbag, makeup bag, or even a pocket, which makes it incredibly convenient on the go. The click mechanism also ensures that the product is dispensed efficiently to avoid waste. The paintbrushes are also refillable so you can purchase cartridges in different scents once it’s empty.
Jo Loves Fragrance Paintbrush
P2,950
TIMELESS ICON
Jo by Jo Loves
This fragrance has got us reconnected to juicy, citrus perfumes and was our first entry into the brand. It’s our scent of the moment and we have it in every possible iteration, from the fragrance brush and the EDP to the body creme, lotion, bath gel, and candle. “Over the last 25 years I have created fragrances for all kinds of reasons, but this one I created for myself,” Jo Malone CBE says of this fragrance that opens with sparkling notes of grapefruit, bitter orange, lime, and spearmint, “sitting on a bed of powerful guaiac wood, cedarwood and vetiver with a lingering ribbon of hedione and black pepper.” The opening to drydown is so distinctly Jo, with the fragrance evolving marvelously. The lingering final notes that it leaves give what could’ve been just a fruity scent so much more depth and character. It’s bright and fresh yet full-bodied, a testament to the pleasant complexity we’ve all regarded the perfumer for.
Jo by Jo Loves
P6,900 / 50 ML
EDITOR FAVORITE
Jo Loves Red Truffle 21
Red Truffle 21 is a bold and unique scent that’s sure to turn heads once worn not because it’s overpowering, but because it’s unconventionally daring. The name itself reveals its intrigue. The earthy richness of truffle is undeniably present and is blended with fresh green Fig and Pine, which add a sweet and woody dimension to it. The bitter citrus adds to the fragrance’s distinctive character as it counters the sweetness with a sharp and tangy aroma. This combination of unusual and luxurious ingredients makes it a statement piece, perfect for those who want to leave a lasting impression.
Jo Loves Red Truffle 21
P5,900 / 50 ML
HARDWORKING MUST-TRY
Fig Trees Hand Wash
One of the most remarkable fig scents we’ve ever tried, Fig Trees in this hand wash formula cleanses and delicately scents the skin. True to its name, you get the fig tree in its entirety as the notes unfurl, from leaf to fruit, bark to root. The magic in this handwash lies in its ability to balance the richness of the fig with the freshness of the leaves, creating a fragrance that is both nourishing and invigorating. This contrast reflects Jo Loves’ expert craftsmanship in blending scents that awaken the senses and elevate the daily act of washing hands into a moment of enjoyment.
Fig Trees Hand Wash
P3,100
SECRET OBSESSION
Mango Thai Lime
This is a truly tropical scent that can be quite an obsession. This fragrance is a daring concoction that marries the lush sweetness of mango with the zesty brightness of lime, embodying Thai cuisine and the tropical allure of its landscapes. The golden mango one gets at first whiff is succulent, juicy, and even delicious, but without being flat and straight. The electrifying zesty lime offers a surge of refreshment from the sweet heart notes. The base notes are a subtle blend of blackcurrant and mint, providing a cool, crisp finish that balances the fragrance. We love this.
Mango Thai Lime
P6,100 / 50 ML
MUST DISCOVER
A Candle Collection
The Jo Loves A Candle Collection is a meticulously curated trio of scents known for giving a unique sensory experience. The collection’s charm lies in the candles’ miniature sizes, cleverly named “Shot Boxes” that encourage you to explore and experiment. With it, you can sample the scents and create your own ambiance that matches the mood and occasion you’re going for. You can transform your living room into a tropical paradise with Mango Thai Lime, turn your bedroom into a sun-drenched grove with Fig Trees, or indulge in the luxurious blend of citrus, wood, and florals with Jo by Jo Loves. Plus, these candles burn for around 20 hours, giving you good value for its price. If you’re looking to create a relaxing ambiance at home, find the perfect gift, or simply indulge in a little self-care, they’re definitely worth considering.
A Candle Collection
P4,800
NOSTALGIA PICK
No. 42 The Flower Shop
One of our favorite florals, this masterpiece is inspired by the perfumer’s memory of working as a florist in her teens. With No. 42 The Flower Shop, we get both dew-kissed blooms alongside the crisp freshness of stems in a beautiful creation that’s the perfect balance of florals and greens in our book. Truly unique and easy to love.
No. 42 The Flower Shop
P6,100 / 50 ML
NEW ICON
Amber Lime & Bergamot
One of the brand’s most recent creations, this is a work of balance and contrast. From the first spritz, where we get the zestiness of the lime, to the comforting warmth of amber that follows, this well-blended scent is unique and sophisticated, even addicting. A genderless fragrance that could be your next signature scent, Amber Lime & Bergamot transitions well from day to night. It calls attention, without being loud, ensuring a discreet presence, and is suitable for close encounters in intimate settings.
Amber Lime & Bergamot
P6,100 / 50 ML
Shop and discover more of Jo Loves at the Glorietta 4 boutique and at Rustan’s Makati.
