jo loves: 1 post

Andy reviews Jo Loves Pomelo and also discusses why grapefruit paired with vetiver is such a successful combination (with plenty of other perfume examples).

Jo Loves is the perfume company that Jo Malone founded independently in 2011, five years after leaving the Jo Malone brand as creative director. Estée Lauder’s infamous acquisition of Jo Malone was very old news by the time I developed an interest in perfume. And yet even today, as I indulge in the original lineup’s signature creams and bath oils, I can’t help but be reminded of the difficult decisions Jo Malone must have faced, to trade authority over her brand and her name for a piece of the Lauder fortunes.

Now, as I orient myself to the pefumes from Jo Loves, Jo Malone’s newest personal business venture, I feel as though I am getting an authentic look at Jo Malone’s own creativity, as this focused collection feels personal, even autobiographical. Pomelo, the first perfume launched by Jo Loves, pleases and excites me, and is a particularly striking example of its creator’s talent and originality.

Fitting to Jo Malone’s signature fragrance style of simplicity and freshness, Jo Loves Pomelo is one of the most delightful citrus fragrances I have smelled recently. Like any good cologne, Jo Loves Pomelo provides ample refreshment, but where it really exceeds is in its intertwining of the shining citrus with a foil of earthy vetiver.

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