As far as British perfumeries go, none are more iconic than Jo Malone London. From its elegant glass bottles and gorgeous cream and black packaging to its ever-expanding fragrance library, Jo Malone's perfumes have become synonymous with our special occasions; cherished moments to which we can return to with just a single spritz. This potent blend of luxury and sentimentality is the reason why Jo Malone has found its way into the hearts of women all around the world—which includes celebrities, beauty editors, and even royalty.
"Our scents are elegantly simple with an unexpected twist; pure and beautiful ingredients that are allowed to shine put together with something that shouldn't work but does," says Emma South, Jo Malone London's fragrance and lifestyle expert. "I love this slight irreverence in our creations. It all started with the basil in Lime Basil & Mandarin; basil as an ingredient was extremely unusual at the time, one that was normally associated with cooking, and a real surprise in a scent. Today, we continue to try to push the boundaries with our ingredients."
But which Jo Malone scents are the most popular? With more to choose from than ever before, we set about discovering the go-to perfumes of the stars, as well as which scents Jo Malone's devoted clientele (that's you) always come back to.
Scroll below to discover the best Jo Malone perfumes, and then shop your favourite celeb's JM picks.
"Jo Malone London's Lime Basil & Mandarin is one of my favourite perfumes," Rosie reveals by way of video on her website, Rose Inc. "This is the fragrance my mother and grandmother always wore, and I find myself picking this up whenever I'm in need of a bit of comfort, or whenever I want to feel my mother and grandmother close. My mother lives in the UK, and I'm based in L.A., so whenever I find myself feeling homesick, this is what I pick up. It really has a kind of elegant, fresh, modern scent to it—all the things I'd describe my mum and grandmother as. This is the perfume that evokes some of the most special memories to me."
Although Meghan Markle had to become a lot more secretive about her beauty regimen when she adopted the title Duchess of Sussex, in a previous interview with Express, she revealed, "Fragrance is my favourite thing—so much so that if I leave the house and I don't put any on, I'll turn around and go back home. I love Wild Bluebell by Jo Malone."
Poppy Delevingne is the ultimate Jo Malone fangirl and rotates between several floral scents. Her go-to, however, is undoubtedly Red Roses. Plus, how pretty is the pale pink hue?
If you ever wondered which perfume Victoria Beckham likes to wear, then you'll be pleased to hear that Jo Malone London appears heavily in her rotation. Her go-to scent is said to be the brand's Grapefruit Cologne. The epitome of uplifting, the scent is also cut with rosemary, peppermint and pimento, adding to the fresh feel of the fragrance.
THE JO MALONE PERFUMES THAT ARE PROVING MOST-POPULAR
When we consulted with our friends at Jo Malone London, they revealed that Rosie Huntington-Whiteley's favourite fragrance, Lime Basil & Mandarin, which launched back in 1999, is still proving as popular as ever—but which other perfumes are continuously in demand?
Pomegranate Noir has been a firm favourite since its release in 2005, but over the years, Jo Malone has seen English Pear & Freesia and Peony & Blush Suede rise up through the ranks to become almost as iconic.
THE JO MALONE PERFUMES THE WHO WHAT WEAR UK TEAM LOVE
Needless to say, the Who What Wear UK team also boasts a few Jo Malone fans. Here, editor Emma Spedding and I each reveal our two favourite Jo Malone London perfumes.
"In addition to Wild Bluebell, Meghan Markle has also professed her love of Wood Sage & Sea Salt, and I can totally understand why. Escapism in a bottle, whenever I wear it, I feel instantly transported to windswept shores, which has been very useful during lockdown."
"This has to be my all-time favourite Jo Malone scent. From the Intense Collection, the jasmine sambac is delicate but has staying power like you wouldn't believe. It's so versatile that I can wear it during the day or after dark."
My first-ever Jo Malone London fragrance was Nectarine Blossom & Honey, which I always end up coming back to. Yes, it's sweet, but not sickeningly so, and it layers beautifully with every other Jo Malone fragrance I've tried it with.
Jo Malone London's Cypress & Grapevine has only just been released as part of its latest collection, Lost in Wonder, but upon the first spritz, I knew it would instantly become one of my favourite perfumes. The scent of the Cypress trees gives it a freshness I haven't smelt in other woody fragrances, and that's exactly why I love it.