Jo Malone on her second act, Jo Loves: 'I wanted to sit at the banquet of opportunity.’

Jo Malone, CBE, was born special.

She was born with synesthesia, a perceptual phenomenon wherein one sensory stimulation can create involuntary experiences for another. For Malone, this means she can experience smells visually. Malone parlayed this uniqueness into creating Jo Malone London, a global fragrance brand that The Estée Lauder Companies bought in 1999 for an undisclosed sum. Malone left the brand in 2006 after a breast cancer diagnosis, which rendered her unable to smell at the time. After a 5-year hiatus from fragrance, she reentered the category with Jo Loves.

“I've learned over the last few years that fragrance is not a business or a career. To me, it's my best friend and the thing I love doing most in the whole world,” said Malone on the latest episode of the Glossy Beauty podcast.

Jo Loves has become a Gen-Z favorite. And it's notable for its fragrance paintbrushes, released in 2017, and an in-store tapas bar concept to introduce customers to scents in a playful way. As the brand steadily expands internationally, it’s also adding more hospitality partnerships including Shangri-La The Shard in London and the Park Lane Hotel in New York. For Malone, the goal is to change the world through fragrance.

Malone spoke with Glossy about how she restarted a brand from scratch, why Dubai inspires her creatively, what she thinks of clean-beauty fragrances and why she aspires to create 101 fragrances.