Jo Malone London is going through one of its most significant marketing and brand shake-ups in its 32-year history.
The Estée Lauder Companies-owned fragrance business has broken into interesting new areas in 2026, with the most prominent being its launch into British beauty and health care retailer Boots in August 2026.
Boots has provided another “trusted platform” to introduce the brand to new consumers while remaining true to its luxury positioning, Lizzie Brady, VP, GM of Jo Malone London UK, told Cosmetics Business at the time.
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Marking the debut at Boots was a new collection, Sea Salt & Bergamot, and the new fresh and woody cologne range has been described by Jo Malone London as its largest launch of the year.
And in a stunning move that few could have predicted, Jo Malone London would promote this new launch further by creating a collaboration within Epic Games’ Fortnite.
If that wasn't enough, the fragrance brand entered the dog grooming category in September with an Orange & Cedarwood scented Dog Shampoo created in collaboration with British pet care brand WildWash.
But is this bold new direction a smart decision for a business that has built a reputation on its luxury aesthetic? These experts weigh in.
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