I Want to Smell Expensive and Classy—This Underrated Perfume Brand Is the Answer
Jo Loves is the under-the-radar perfume brand you need to know about. One fragrance-obsessed beauty editor shares her top picks.
If you haven't heard of Jo Malone CBE, then where have you been? The fragrance expert is behind some of the most famous perfumes in the world, having launched her first brand, Jo Malone London, in 1990. Yep, I'm talking about the perfume label loved by Sofia Richie Grainge, Princess Catherine and Meghan Markle, to name a few. If you didn't know, Malone actually left Jo Malone London in 2006 and started her second perfume project, which she titled Jo Loves. This more under-the-radar brand launched in 2011 and features a range of scents that are inspired by moments and memories throughout Malone's life. As a fragrance-obsessed beauty editor, I was desperate to give the perfumes a go, and after trying a range of fragrances out, I have become a huge fan.
If you're yet to try a scent from the brand, then you're in luck, as I've taken it upon myself to share my all-time favourite Jo Loves fragrances. What I love about this brand is that it offers a more modern take on luxury perfumery, with unique scent combinations that will have everyone asking you what you are wearing. The sleek, square packaging is bound to complement any dressing table, and with a range of perfumes on offer, you will definitely find something to your liking.
So, if you're keen to know my top-rated Jo Loves scents, then keep on scrolling...
Best Jo Loves Perfumes
1. Jo Loves Mango Thai Lime
Key notes: Golden mango, lime, black pepper and mint leaves
First up is one of my all-time favourite scents from the brand. I reach for this every spring and summer thanks to hints of sweet mango and zesty lime. The fresh, juicy fragrance smells almost good enough to eat, and notes of spicy black pepper and invigorating mint add a unique touch that will keep you coming back for more.
2. Jo Loves Amber, Lime & Bergamot
Key notes: Lime, patchouli, amber, cedarwood, suede and bergamot
If you're looking for more of a sexy, wintery date-night fragrance, then this is the one for you. Warming amber and earthy cedarwood mingle with fresh bergamot and musky suede for a truly delectable finish.
3. Jo Loves Pomelo
Key notes: Vetiver, pomelo, patchouli and pomelo zest
Another gorgeous option for the warmer months is Pomelo. Inspired by memories of summer holidays, strong, citrusy notes will have you reminiscing of swimming in sparkling waters and sipping on lemon spritz cocktails.
4. Jo By Jo Loves
Key notes: Grapefruit, lime and guaiac wood
As the name suggests, this fragrance is Jo Malone CBE's signature scent. It's fresh yet heady thanks to woody undertones, and is perfect for wearing all year round. If you're looking for a staple scent that you know you can rely on to make you feel good, this might just be it.
5. Jo Loves With Love From Positano
Key notes: Orange oil, bergamot and star anise
This fragrance does not disappoint. The minute I smelt this I felt like I had been transported to the pebbled beachfront of Positano. Inspired by Malone's own trip to the popular Italian town, zesty orange oil and bergamot are balanced by sweet star anise for a sparkling finish. I will definitely be packing this for my next trip abroad.
Shop More Jo Loves Fragrances:
Something I love about Jo Loves is that the brand does these really innovative fragrance "paintbrushes" where you can essentially paint on your perfume wherever you are thanks to the gel formula that dries instantly.
How beautiful is this candle for the spring months?
Yep, even the fragrance diffusers look super modern.
Who doesn't love a stylish hand wash?
If you like rich, floral perfumes you will love this. Notes of rose, citrus and cedarwood make for an expensive-smelling fragrance that lasts all day.
Help your scent last longer by using a matching bath and shower gel.
I'll be using this body lotion all summer.
A hair and a body mist? Yes please.
Yep, the brand even does home fragrances so that your house can smell as good as you do.
This clever set allows you to select your own fragrances to fill your candles.
If you're not sure what scent to go for, why not try out 12 miniature versions? The best bit is that this set also comes with a unique code that entitles you to the full-size fragrance of your choice.
Fruity, floral notes of cassis are combined with rich, warm nutmeg for a beautifully balanced perfume.
Is Jo Loves Different to Jo Malone?
Often people will ask me if Jo Loves is the same company as Jo Malone London. As mentioned above, both brands were founded by Jo Malone CBE, but Jo Loves is the expert's latest brand since stepping away from Jo Malone London in 2006.
What Do Jo Loves Perfumes Smell Like?
Jo Loves has lots of different fragrances on offer, but all of them feature a range of rich, heady notes that help make the scents so distinctive. A lot of the perfumes contain sweet, citrusy notes that makes them perfect for this time of year.
Do Jo Loves Perfumes Last?
One thing I love about the perfumes is the lasting power. This is partly down to the strong, zesty notes as they tend to linger on the skin all day long. However, if you like to top up your perfume throughout the day, the brand have come up with an innovative way to do this in the form of fragrance "paintbrushes". These paintbrushes contain a scented gel formula that you apply to the skin. They are perfect for throwing in your handbag and reapplying whenever you may need.
Why Trust Us
At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products, including some skincare, makeup, hair and nails, over the years and work closely with trusted experts—dermatologists, make-up artists and leading industry insiders—to ensure every guide is well-researched, inclusive and relevant to you.
We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.
