Jo Malone Perfume

Jo Malone found its success in the fragrance industry starting in 1991 when it released its very first scent, Lime Basil and Mandarin. The designer has gone on to launch a series of other very successful scents, keeping to the company's aesthetic strategy of looking to traditional British fruits and flowers such as bluebells, peonies, blackberry and English pear. Recently, even a tea aroma has been used as motivation for a fragrance.

All elements of the design house are more widely based on English tradition and culture with retail boutiques in over 34 countries worldwide. Although Jo Malone is now one of the world's most sought-after fragrances, the designer left school without a degree and began concocting skin care and bath oils from her one-bedroom apartment in London. She opened her first boutique in 1994 when she was only 31 years old.

After this, the Jo Malone creative studio and company headquarters were established in a Georgian townhouse in Marylebone. Malone sold Jo Malone Ltd. to Estee Lauder in 1999 and remained creative director until 2006.

The company has continued to develop and innovate fragrances based on English tradition, including with its 2012 series of Cologne Intense scents such as Velvet Rose & Oud and Amber & Patchouli. The designer has also developed its own trademarked process called Fragrance Combining, in which a buyer uses two scents to create a personal and individual fragrance. In-store consultation assists customers in this process.