Jo by Jo Loves
Eau de Parfum
Jo Loves
Favourite
Jo Loves
Contemporary British niche brand known for crisp, fresh, citrus-driven compositions and inventive layering concepts.
About Jo Loves
Jo Loves is the creative return of celebrated British perfumer Jo Malone, who launched the brand in 2011 after her departure from Jo Malone London. Based in London, Jo Loves embodies Malone's passion for translating personal memories, culinary adventures, and life’s inspirations into fragrance. The brand’s debut featured four distinctive scents, including Pomelo and Green Orange & Coriander, and has since expanded to a diverse collection of perfumes, candles, and innovative bath and body products. A hallmark of Jo Loves is its inventive spirit-from layered candles blending multiple scents as they burn, to the industry-first bath cologne, which bridges the intensity of an eau de toilette and an eau de parfum. Jo Loves also introduced a unique fragrance tapas experience, serving scents as culinary dishes. With all fragrances crafted by Jo Malone herself, the house is renowned for its contemporary, clean compositions and a flair for combining unexpected notes, inviting wearers to layer and create their own fragrant signatures. Jo Loves stands out for its commitment to personal storytelling, olfactory creativity, and a modern British sensibility.
At a Glance
The Brand
Founded
2011
Founder
Joanne Lesley Malone
Country
United Kingdom
Category
Niche
Scent Personality
Worth It?
Scent DNA
Fresh
Citrus
Floral
Green
- Jo Loves fragrances are instantly recognisable for their clean, transparent structures and frequent use of citrus notes like pomelo and lime, balanced with green herbs, florals, and occasional woods or spices
- The brand is known for its focus on ingredient clarity, uncomplicated blends, and a concept of fragrance layering to allow personalisation
Typical Performance
Longevity
Moderate
Projection
Moderate
Positioning
A niche, premium house known for fresh compositions.
How It Compares
- → Fresher than Byredo
- → Less experimental than Maison Margiela
- → Similar projection to Jo Malone London
- → More citrus-focused than Diptyque
Who It's For
Best For
- Fans of fresh, clean, and citrus-heavy fragrances
- Those seeking versatile daytime or office scents
- Wearers who enjoy layering and personalising their perfume
- People who dislike heavy, sweet, or cloying notes
Strengths & Weaknesses
Strengths
- Excels at natural-smelling, uplifting citrus and green scents
- Easy to wear and generally unisex across the range
- Layering concept encourages personalisation
- Simple, modern, and recognisable packaging
Weaknesses
- Performance can be underwhelming for the price
- Limited variety for fans of rich, sweet, or oriental fragrances
- Less experimental or boundary-pushing than some niche competitors
Brand Evolution
Jo Loves launched with a focus on fresh, citrus, and floral compositions, echoing the founder's earlier style but with more emphasis on ingredient-driven transparency. Over time, the line has expanded to include some woodier and spicier scents, but the brand has largely stayed with its clean, wearable, and approachable DNA, avoiding overly complex or avant-garde directions.
Quick Verdict
Jo Loves delivers straightforward, fresh, and citrus-centric niche scents that are easy to wear but may lack depth and projection for some. Best for those who value cleanliness and versatility over intensity or innovation.
