ScentedHerePerfumes of the place
Made in London, United Kingdom

Jo Loves

Founded 2011

Jo Malone, who sold her first brand to Estee Lauder and left it in 2006, started Jo Loves in London in 2011. Her shop on Elizabeth Street in Belgravia stands where she worked in a florist as a teenager, and has a 'fragrance tapas' bar where staff paint scents onto your skin. It is independent of the Jo Malone London brand.

Official website

Last checked 10 Oct 2026

Hours and prices change, so check with the shop before you go.

Sources (3)
The story

Jo Malone's second house, on Elizabeth Street

Jo Loves is the London fragrance house Jo Malone started in 2011, about five years after she left her first, eponymous brand in 2006. Its flagship is on Elizabeth Street in Belgravia, close to where, at 16, she had her first job in Justin de Blank's flower shop.

Each scent is tied to a moment or memory from Jo's life. Pomelo, the first, came from walks on the beach at Parrot Cay in the Turks and Caicos; Rose & Dates comes from Marrakesh, and Green Orange & Coriander from a winter day in Central Park. SheerLuxe notes its unusual pairings and scents made to be mixed. Besides bottles, it makes A Fragrance Paintbrush, a gel fragrance brushed onto the skin, plus bath colognes and candles.

Its own shop is the flagship at 42 Elizabeth Street, SW1W 9NZ, open Monday to Saturday 10 to 6 and Sunday 11 to 5. There you can try Fragrance Tapas, where shower gel is shaken over ice and bath cologne served from a steaming tagine, and have a bottle engraved for free. Pomelo costs £90 for 50 ml and £130 for 100 ml. Smell Pomelo first: it was the first Jo Loves scent, rose, pomelo and vetiver from that beach.

  1. PomeloThe first Jo Loves scent, born on a quiet day on Parrot Cay: pomelo, rose and vetiver.
  2. No. 42 The Flower ShopJo's memory of opening the doors of the flower shop where she worked at 16: green leaves, peony and mandarin.
  3. Red Truffle 21Made to mark 21 years in the trade she loves, with truffle, fig leaf and juniper.
  4. Rose & DatesThe markets of Marrakesh, with sweet dates and fresh rose.
  5. Green Orange & CorianderA snowy winter walk in Central Park, in bitter green orange, black pepper and coriander.
  6. Pink VetiverThe vetiver her father wore when she was a girl, given pink pepper and cardamom.
Sources (12)

Where to buy

  • Own shop, 42 Elizabeth Street, Belgravia, London