Heidi Norton
British perfumer Joanne Lesley Malone founded Jo Malone London in 1990. The company, known for its perfumes, candles, bath products, and room scents, was sold to Estée Lauder in 1999 for undisclosed millions. Malone continued to work for the brand as its creative director until 2006. After leaving Jo Malone London, she launched a new fragrance company, Jo Loves, in 2011.
| Characteristics | Values |
|---|---|
| Current owner | Estée Lauder Companies |
| Founder | Jo Malone |
| Year founded | 1990 |
| Year sold to current owner | 1999 |
| Founder's new company | Jo Loves |
| Year founder's new company was started | 2011 |
| Brand ambassadors | Karen Elson, Poppy Delevin, John Boyega, Tom Hardy |
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What You'll Learn
Estée Lauder Companies acquired Jo Malone London in 1999
In 1999, Jo Malone London (JML) was acquired by the Estée Lauder Companies for "undisclosed millions". The brand, founded by Jo Malone in 1990, is known for its perfumes, candles, bath products, and room scents.
The acquisition marked a significant milestone for Jo Malone London, as it provided the brand with access to Estée Lauder's extensive resources and global reach. As a result, Jo Malone London was able to expand its presence and introduce its unique and elegant fragrances to a wider audience.
Following the acquisition, Jo Malone continued to work for the brand as its creative director until 2006. During this period, she was subject to a non-compete agreement, which barred her from creating any new fragrance or skincare lines for five years. This agreement presented a challenging period for Malone, as she had to put her creative endeavours on hold and could not fully express her passion for fragrance development.
Despite this challenge, Malone's association with Estée Lauder brought significant benefits to the brand. Her continued involvement ensured that the brand's identity and values remained intact during the transition to new ownership. Malone's expertise and creative vision played a pivotal role in shaping the brand's future direction and its success in the highly competitive fragrance industry.
In 2004, Jean-Guillaume Trottier joined Estée Lauder and began working exclusively with Jo Malone London in 2012 as the brand manager. Under Trottier's management, Jo Malone London continued to thrive and expand its global presence, introducing its unique fragrances to new markets. The brand's success under the Estée Lauder Companies demonstrates the power of combining Malone's creative vision with the resources and reach of a leading beauty conglomerate.
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Jo Malone London's brand ambassadors include Tom Hardy and John Boyega
Jo Malone London, a British fragrance and lifestyle brand, has had several brand ambassadors over the years, including actors Tom Hardy and John Boyega. The brand, owned by Estée Lauder, is known for its perfumes, candles, bath products, and room scents.
In May 2024, Tom Hardy, the British actor known for his roles in "The Dark Knight Rises" and "Mad Max: Fury Road," became the brand ambassador for Jo Malone London's Cypress & Grapevine Cologne Intense. This marked the brand's first time having an official face for a fragrance. Hardy signed a two-year contract to front the fragrance line for men, which retails at $160 for 50ml. The partnership is part of the brand's strategy to expand its male fragrance offerings and attract more male customers.
Hardy's campaign, titled "The Exceptional and the Contradictory," features a mini-film set in London at night, showcasing the city's idiosyncrasies and celebrating unexpected connections. The script was written by Hardy's father, novelist and screenwriter Chips Hardy. Hardy's association with London and his popularity with both genders were also contributing factors in his selection as an ambassador.
Prior to Tom Hardy, John Boyega, the Hollywood actor known for his role in the Star Wars sequel trilogy, served as Jo Malone London's first male ambassador from 2019 to 2020. Boyega's appointment was also intended to appeal to a wider male audience for the brand. However, he resigned from the role after he was replaced by a Chinese actor in a Chinese version of an advertisement he had created based on his upbringing in Peckham, London.
Jo Malone London has also had other brand ambassadors, including models and actresses Poppy Delevingne, Adwoa Aboah, and Karen Elson. The brand's unique scents and lifestyle products have gained popularity, particularly in the United States, contributing to its success and expansion.
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Jo Malone CBE founded Jo Malone London and Jo Loves
Joanne Lesley Malone, or Jo Malone, is a British perfumer who founded the companies Jo Malone London and Jo Loves. Born in 1963, Malone grew up in a council house in Bexleyheath, South East London. She experienced a challenging childhood, marked by poverty and a lack of education due to severe dyslexia. Despite these obstacles, she went on to create one of the most successful perfume brands in history.
In 1990, Malone founded Jo Malone London, a fragrance and lifestyle brand known for its revolutionary colognes, elegant simplicity, and innovative use of ingredients. The brand gained popularity in the United States after Malone's appearance on The Oprah Winfrey Show. In 1999, Malone sold Jo Malone London to the Estée Lauder Companies for "undisclosed millions," marking a significant milestone in the brand's journey.
However, Malone's journey with her namesake brand came to a close in 2006 when she stepped down as creative director. She faced a challenging period, as a non-compete agreement barred her from creating new fragrance or skincare lines for five years. During this time, she struggled with her identity and creativity, referring to these years as her "wilderness years."
Determined to reclaim her creative passion, Malone launched Jo Loves in 2011, marking a new chapter in her entrepreneurial journey. Jo by Jo Loves was the first fragrance she named after herself. This venture demonstrated her resilience and unwavering pursuit of her dreams, even after facing challenges such as divorcing her namesake brand and battling breast cancer.
Today, Jo Malone London is synonymous with coveted scents and luxurious products for bath, body, and home. The brand has expanded globally and continues to be a leading name in the fragrance industry. Malone's story serves as a testament to her entrepreneurial spirit and perseverance in the face of adversity.
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Jo Malone sold her namesake company and battled breast cancer
In 1999, Jo Malone sold her company, Jo Malone London, to the Estée Lauder Companies for "undisclosed millions". She continued to work for the brand as a creative director until 2006, after which she was barred from creating a new fragrance or skincare line for five years due to a non-compete agreement. During this time, she struggled with her identity and felt a hunger for creative work. In 2011, she launched a new line called Jo Loves.
Shortly after selling her company, Malone was diagnosed with breast cancer and given just one year to live. She described the experience as "gutting and terrifying", especially in the context of having just sold her business. Despite the challenges, Malone fought cancer with the same determination she had built her business, refusing to quit even on the worst days. She also received support from the Lauders, whom she credited with helping her through her illness.
Chemotherapy caused a decline in her energy, and she experienced a common side effect of treatment: a loss of taste and smell, which was particularly significant for a perfumer known for her keen sense of smell. During this difficult period, Malone sought help from a therapist, Dr Mary Massie.
Jo Malone London has since expanded globally, introducing its brand in Brazil, China, Korea, the Philippines, and Israel. The brand has also diversified its offerings, announcing plans to expand its male fragrance line in 2024 with brand ambassador Tom Hardy.
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Jo Malone London is a British fragrance and lifestyle brand
Malone's success with the company is all the more remarkable given her challenging early life. She grew up in a council house in Bexleyheath, South East London, and had severe dyslexia. She left school at 13 to care for her mother, who had suffered a stroke. Despite these obstacles, she went on to create one of the most successful perfume brands in history.
The brand became popular in the United States after Malone appeared on The Oprah Winfrey Show. In 1999, she sold the company to Estée Lauder for "undisclosed millions". Malone continued to work for the brand as creative director until 2006. Due to a non-compete agreement, she was barred from creating a new fragrance or skincare line for five years after leaving. During this time, she said she lost her identity and struggled creatively.
In 2011, Malone founded a new fragrance company, Jo Loves, and the first-ever scent she named after herself, "Jo by Jo Loves". The brand Jo Malone London has its own shops and is known for its perfumes, candles, bath products, and room scents. It has also expanded internationally, introducing the brand in Brazil, China, Korea, the Philippines, and Israel.
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Frequently asked questions
Estée Lauder Companies own Jo Malone fragrances.
Jo Malone London was founded by Jo Malone in 1990.
Estée Lauder Companies acquired Jo Malone in 1999.
After selling her company, Jo Malone worked as the creative director for Estée Lauder until 2006. She then launched a new fragrance company, Jo Loves, in 2011.
