“Fragrance has the power to transport and transform, evoking memories and creating new ones.” Embodying this philosophy, Jo Loves by Jo Malone CBE has made its debut in the Philippines.
In this edition of The Editor’s Room, we couldn’t be more thrilled to book a date with Jo Loves at its Glorietta 4 boutique, the first in the Philippines, and the biggest one in Asia. The store features a fragrance tapas bar, a library, and multiple scent counters, offering an immersive experience for fragrance enthusiasts.
We were fortunate to have with us the sales and educational director of Jo Loves, Catriona Jones, flying all the way from London, to make this exciting date extra, extra special. Of course, we were also joined by Prestige Brands, senior brand manager Dulce Concepcion, and Jo Loves brand manager Anthony Leyva.
We invited a mixed group of beauty fanatics: lifestyle editors, fellow fragheads, key names in beauty TikTok, long-time fans of the brand, as well as those only learning about Jo Loves and the creative behind it for the first time.
It was a date that was memorable for everyone as we let them into the deliciously-scented world of Jo Loves: alluring, exciting, and inspiring. Over stories and scents, we explored her choice creations together, from her most-loved fragrances to her crazy-good innovations and the moments that made them.
We learned of Jo Malone CBE’s life and craft, from her signature scent Jo by Jo Loves; the first one she created after getting her sense of smell back, Pomelo; and the crowd-favorite scent that’s inspired by her trip to a neighboring country, Mango Thai Lime; the scent named after the place where it all started, No. 42 The Flower Shop; down to the newest released Amber, Lime & Bergamot, which brings us back in time, to the glamour of the 1920s and vintage luxury cars.
We discovered and experienced her innovative mind and creativity first-hand: the Fragrance Paintbrushes, the Shot Candles, and of course, the Fragrance Tapas Bar. Catriona did a demo behind the Fragrance Tapas Bar on all our guests, giving them a sensory experience that demonstrated how they can layer and use together Jo Loves’ range of products from bath essentials to perfumes.
Jo Loves was established in 2011 by Jo Malone CBE, following her departure from her eponymous brand in 2006. In between, she lost her sense of smell, battled breast cancer, and could not put out anything fragrance because of a non-compete agreement.
Then came Jo Loves, which wasn’t a bed of roses at the start, for sure, but has persevered and is capturing hearts once again, with one uniquely crafted scent at a time. Each fragrance is marked with Jo Malone CBE’s signature red dot, which has been her way of signing off creations. The master perfumer is dyslexic and could better remember and identify things by color.
We’re happy to witness Jo Loves slowly and steadily gaining presence across the globe, while reamining an independent label that’s known for crafting captivating and distinctive scents and showcasing Jo Malone CBE’s signature depth and brightness in personal scent stories.
