Fragrances that smell like a holiday are now deeply sought-after, and one brand that has successfully leaned into this escapism scentscape but with a very personal and premium twist is Jo Loves.
The luxury brand, founded by iconic perfumer Jo Malone CBE, has created a range of limited edition ‘destination scents’ – based on Malone’s travels around the world with her family – which are being marketed as collector’s items (once they’re gone, they’re gone).
The ‘With Love’ franchise has resonated with fragrance aficionados due to its authentic storytelling and exclusive feel, and is cited as a “powerhouse” force behind the brand's growth this year, which has reported a 9% uplift in core sales compared to 2024.
“And when you include the success of ‘With Love’, these scents are driving 30% overall growth for Jo Loves,” says Michelle Gilmour, General Manager of Jo Loves.
95% of the time, I live a very normal life, and then the other 5% of the time I live this extraordinary life, and I think it has touched something in people, emotionally and creatively
“The [unisex] fragrances are not just performing well commercially, they are helping to shape our brand and the narrative with Jo, and we are attracting new customers and increasing repeat purchases.
“The scents celebrate Jo's artistry as a pioneering scent maverick, inviting customers to become their own scent artist with each launch.
“There is a real, authentic, aspirational appetite to follow Jo around the world and discover the stories and inspirations behind each fragrance.
“And it has made these launches a major contributor to our incremental growth.”
‘With Love from Positano’ is Jo Loves’ fastest-selling fragrance, selling out in under a month when it launched in 2024
The art of destination fragrances
Jo Loves ‘With Love’ franchise is currently made up of two destination scents (both £135 for 100ml), which have already made a greater first impact than most other perfumes in the brand’s core range since being founded in 2011.
‘With Love from Positano’ is Jo Loves’ fastest-selling fragrance, selling out in under a month when it launched in 2024; while 2025 drop 'With Love from Como' is hot on its heels and predicted to generate similar success.
The brand’s next highly-anticipated story-led destination scent is due to launch next year, and all have had the same brief – a limited batch is made and once they are sold, that is it.
Malone, the brains behind each concept, is a British perfumer with a successful career of turning scent ideas into lasting businesses.
And her industry reputation is undoubtedly one of the reasons consumers are deeply connecting with these story-led holiday-inspired fragrances.
Malone founded her first eponymous brand, Jo Malone London, in 1990, and built it into a luxury household name before selling it to the Estée Lauder Companies in 1999.
Jo Loves founder Jo Malone
From there, she launched her second fragrance business Jo Loves, which has been operating for 14 years now, as well as her drinks business, Jo Vodka, which debuted this year.
“When we first started out on the [‘With Love’] project, it was completely authentic – it’s places that I have travelled to, and I think people are fascinated,” explains Malone.
“95% of the time, I live a very normal life, and then the other 5% of the time I live this extraordinary
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