I grew up in a council house & was my family’s breadwinner at 11 – then founded two billion-dollar brands
SHE created one of the most well-known perfumes in the world, but not many know Jo Malone's impressive backstory.
Often described as an English scent maverick, the 61-year-old has created two billion-dollar brands, leaving a significant legacy in the industry.
Jo, who considers herself a ‘scent artist and a survivor,’ says: “What I love the most is that my name is very famous, but I’m not. So I am able to live this incredible life.
“Sometimes I might have people recognise me.
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“But my name is more famous than my face, and I think that is a really wonderful privilege to have.”
Jo grew up in a council house, in Bexleyheath, London and describes her family as similar to the British sitcom The Royal Family.
Speaking to Abbey, she says: “I had two very creative parents.
“My dad was the most amazing artist, and he would paint in our sitting room, there would always be an architect's board up, and he would be painting and all the brushes.”
She continues: “We lived in a two up, two down on a council estate.
“Whenever I say that, and go round the world telling my story, everyone assumes I must have lived in a Downtown Abbey estate.
“And it’s like no, it was very much a two up and two down.
“He was also part of the magic circle and he was also a huge gambler.
“My mum worked in the beauty industry. So I had two very creative parents.
“But from the age of 11, I was the breadwinner in the family.”
On Saturdays, Jo would go to the markets and help her dad sell his paintings.
Don’t ever run away from who you are or what you came from. Because it makes us who we are
Jo Malone
She says: “Market places are wonderful because they have every kind of person and you have less than 10 seconds to sell your product.”
“It was a very eclectic childhood and I look back at it now, and I really believe nothing is ever wasted in our life,” she explains.
“Don’t ever run away from who you are or what you came from. Because it makes us who we are.
“What I learned there was, I learned how to be a story teller in the market, how to create theatre and circus with the magic and I have never ever gambled in my life as it doesn't interest me, not on horses, nothing.”
Jo’s mum also worked in the beauty industry.
She says: “So I would sit with her and make face creams, and at the time no one knew I was severely dyslexic.
“I couldn’t follow a formula but I could smell, so I knew when the almond oil or the rose oil had burnt, it was too hot, we couldn’t add the wax, cosmetics are all about oil into water or water into oil and you had to get those temperatures right.
You have got to do what you love, everybody has a jewel inside of them, and so it’s finding that jewel
Jo Malone
“So my nose was like my compass and it got me through.”
Looking back, Jo realises she had to grow up and become an adult quickly.
She says: “I think having to be an adult so early on. I never had a childhood like most others and I don’t regret that. I think I am the way that I am today [because of that].
“If I have a problem right in front of me, I can think of four/five solutions very quickly, but which is the quickest, which one is going to get me there the fastest, what way do I have to go.
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“I am a very resilient human being, I think that childhood and leaving school very early, so I had no qualifications, and yet I was able to and am able to build two unicorn brands, two billion dollar brands that my creativity has been part of.
“You have got to do what you love, everybody has a jewel inside of them, and so it’s finding that jewel, I think being a shop keeper and a story teller was my jewel.”
Who is Jo Malone?
Jo Malone is a British perfumer and businesswoman who’s the mastermind behind the fragrance brands Jo Malone London and Jo Loves.
She’s famous for her unique scent combinations and her knack for using innovative ingredients.
Jo Malone was awarded a CBE in 2018 in the Queen’s birthday honours list for services to the British Economy and the GREAT Britain campaign, which promotes British creativity and industry on the international stage.
She had previously been made an MBE.
Jo said she was proud to be among the “amazing” recipients in this year’s Queen’s Birthday Honours.