Jo Malone

Branding, what you see isn’t always what you get.

I bought into a Jo Malone fragrance long after the lady behind the company wasn’t there anymore.

The fragrance I fell in love with was Peony and blush suede, it came in a gift set with pomegranate noir, the fragrances were meant to be layered but the pomegranate noir I didn’t like and ended up giving it away.

The Peony and blush suede is fruity and heady and that has definitely grown on me. The thing I like about these perfumes was the way they last and linger, holding often until the next day, and strong enough to envelope bedding and towels without the help of a candle, although I do like the candles they offer.They are not cheap though 200g costs £56

I like supporting women led companies. So I do my research as independent companies are often swallowed up by big business without the consumer being aware.

In 1999 Jo Malone sold her company, Jo Malone London, to Estée Lauder Companies.unfortunately for me Estee Lauder is not cruelty free.

The terms of the sale were not disclosed, but Esteé Lauder acquired 100% of the company.

Jo Malone sold the company because she said she was frustrated with the slow pace of expansion.

But she continued to work for the brand until 2006 in the role of creative director.

Non-compete agreement

Malone was barred from creating a new fragrance or skincare line for five years due to a non-compete agreement.

Her new company, launched 5 years after leaving Jo Loves, not so well known but sells candles, bath oils and fragrances at a slightly cheaper price point.

The 175g candle from Jo Loves is £55 so quite a bit more expensive by weight. They are vegan, ie cruelty free and “sustainable” so I am sure to try one at some point and will give my verdict.

It’s a funny thing that Jo by Jo Loves, Jo Malone’s new lesser known brand is actually more expensive than the origina and when you read the website you can feel this is where the creators passion now resides.

There have been a few women over the years burned by selling their companies and their names, Karen Millen, Kate Spade, to massive corporations; it appears the very clever Jo Malone has just started empire building all over again.