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Jo Malone Returns to the Fragrance World With the Launch of Jo Loves!

She's Baaaaaaack! Jo Malone Returns to the Fragrance World!

The name Jo Malone is synonymous with luxury — a couture collection of skincare, fragrances and a cult scented candles that quickly turned Jo herself into a modern-day Elizabeth Arden or Max Factor.

Selling the company to Estée Lauder in 1999, Jo stayed on as creative director of The World of Jo Malone™ until 2006, when she decided to take time out to spend time with her family. But you know what they say, once an entrepreneur, always an entrepreneur. Yep, ladies and gentleman, Jo is back. But not at Jo Malone. No, Jo is launching a new company called Jo Loves. Still sticking with what she does best, the brand will focus on fragrance, but flavour-inspired fragrances, as Jo reveals that she has really "fallen in love with food." As the name suggests it's a very "personal fragrance journey" based around things that Jo loves, and she's also working on her own terminology to help define and characterise the scents. One thing that is guaranteed: passion. Jo says, "Fragrance is the thing that makes my heart beat, it’s the thing I think about every single day." We can't WAIT to check it out! You? Catch Jo talking about her new venture after the jump!

Keep reading . . .

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