About Jo
Jo has been described as an 'English scent maverick' and the woman responsible for creating some of the world’s most loved fragrances.
Originally a facial therapist, Jo fell in love with fragrance while working from her discreet skin care clinic which she set up from her London home.
Five years after leaving my eponymous brand, I found myself in what felt like limbo. I hadn’t been able to create fragrance, something that had always been at the core of who I was. The question loomed: Could I do it again? Like upgrading to the latest phone brimming with innovation and creativity, I wondered if I could reimagine myself—create Jo Version 2.0—and stand out with something truly unique.
It wasn’t easy. At first, inspiration wouldn’t come. I doubted myself, questioning if I could still bring value to an industry demanding authenticity and creativity. But then came a pivotal moment on Parrot Cay, a peaceful day when a stingray mirrored my walk along the beach. In that quiet, reflective moment, the spark for my first fragrance, Pomelo, was born. It wasn’t just about a product; it was about connection, purpose, and rediscovering the joy that creativity brings.
From there, the ideas began to flow. I wanted each innovation to tell a story to resonate with people’s emotions and needs. Fragrance Tapas™ came first, inspired by the small plates I enjoyed at a Tapas Bar in Harrods. Then, the Layered Candle, a reflection of my love for layering fragrances, followed by the Fragrance PaintBrush™, a nod to my artist father. Each new creation carried with it a personal connection and a desire to break the mold.
But it wasn’t just about breaking the rules—it was about empowering others to create, too. That’s why I introduced the Shot Candle®, inviting you to be the creator, and later, the Hand Sanitiser & Lotion Duo, born out of the challenges we all faced during Covid. Every step of this journey required boldness, introspection, and unwavering determination to deliver something meaningful and innovative.
Jo Loves isn’t just a fragrant reinvention — it’s a celebration of creativity, connection, and the power of transformation. It’s about bringing to life ideas that inspire and products that surprise. Welcome to Jo Version 2.0. Welcome to Jo Loves. If you’re looking for something truly different, follow this link to discover more.
A Personal Fragrance
Jo Loves bottles. Jo's undeniable desire to create beautiful and unexpected fragrances, pioneering new products and entertaining experiences. Jo's creative seal of integrity, symbolised by the red dot, is stamped across everything that bears the Jo Loves name.
Explore the collection
Free Standard Delivery
Enjoy complimentary delivery on US orders over $95
Welcome Gift
Receive A Fragrance 10ml with your first order when you spend $110
Complimentary Samples
Receive two complimentary samples with every purchase*
Perfect Gift Wrapping
Receive your order beautifully gift wrapped with our signature red ribbon
