Jo Malone on scaling her second brand, this time for Gen Z

Two decades after she sold her eponymous brand to Estée Lauder, fragrance entrepreneur Jo Malone discusses her second brand, Jo Loves.

Jo Malone is still in the test-and-see phase of her second brand, Jo Loves, launched from her kitchen table in 2011, she tells Vogue Business in Dubai, where she’s on a working holiday. Every morning, she wakes up and tests out new fragrance ideas. “There could be a billion pounds up there,” she laughs, pointing out the apartment where she is keeping all her fragrance notes in a basket. “Or nothing, who knows?”

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