It’s quite rare to find a completely unique beauty product these days, but Jo Loves have done it with their latest release, a Fragrance Paintbrush. Launched earlier this month, the paintbrush is a luxury innovation which gives you a whole new way to apply and wear your favourite scent.
I must admit, I wasn’t very familiar with Jo Loves before this. I knew it was founded by Jo Malone, but that was about it. After meeting up with the Jo Loves team, however, I’ve fast become a big fan of the brand.
The Fragrance Paintbrush
The Fragrance Paintbrush does exactly what it says on the tin – it’s a paintbrush which allows you to paint your body with a beautiful fragrance. Each paintbrush comes pre-loaded with a Jo Loves scent (I’ve got the White Rose & Lemon Leaves* scent which is diiiiivine), and all you have to do is give the base a couple of clicks and then paint away.
Fragrance has always come in two forms: spray or rollerball. The Jo Loves Fragrance Paintbrush is a completely new and unique way to apply your perfume and, I must say, I think I prefer it. The soft brush feels so lovely on your skin, and the newly-formulated gel cologne glides on easily, drying instantly to leave you with perfectly fragranced skin.
The Fragrance Paintbrush is also a practical innovation. It’s super light and the packaging is nice and robust, meaning it’s ideal for travelling. It’s also great for throwing in your handbag as you don’t have to worry about the bottle smashing in your bag, plus it’s really easy to apply on the go. Consider me a convert.
The History of Jo Loves
Jo Malone’s story is a pretty inspiring tale. Growing up on a council estate, she had severe dyslexia and left school without any qualifications. Discovering a love for fragrance and beauty, she set up her own business as a facial therapist – working out of the back room of her small London flat. Mixing up scented lotions and potions in her kitchen, word quickly spread and she soon began attracting celebrity clients. Unable to keep up with the demand herself, Jo then launched Jo Malone London – a brand I’m sure you’re all very familiar with.
After a battle with cancer, Jo decided to take a step back from the business and signed over full control of Jo Malone London to Estee Lauder Companies so she could spend more time with her family. She quickly realised, however, that fragrance was her passion and she wasn’t ready to retire quite yet. Part of the conditions of selling the business stated that she wouldn’t be able to work in the fragrance industry for five years, so Jo did lots of planning behind the scenes before finally being able to launch Jo Loves in November 2011 – practically five years to the day since she had stepped down as Creative Director of Jo Malone London.
Since then, Jo Loves has allowed Jo Malone (who also has an MBE, did you know?) to create beautiful fragrances, experiment with new experiences and pioneer new products – like the Fragrance Paintbrush.
Jo Loves Signature Scents
When I met with the Jo Loves team, they told me that the Pomelo Fragrance* was their bestseller, and it’s easy to see why. It’s such a beautiful, fresh, citrus scent which smells exactly like grapefruit with hints of rose and patchouli, reminiscent of a summer holiday on a sandy beach. It’s quite a potent scent (although not overpowering) so a little goes a long way. It was also the very first Jo Loves fragrance that Jo Malone created, inspired by a holiday to the Turks & Caicos Islands.
I also love the Gardenia Candle*, another top seller for Jo Loves. You really can’t beat a beautifully scented candle, and this one gives the whole room a lovely fragrance – even when it’s not lit. It’s distinctly floral, but quite subtle, with notes of gardenia blossom, white narcissus and ylang ylang.
Have you tried the Jo Loves range yet?