Insight
What drew you to fragrance? I’m not a trained nose but I have a natural ability – in fact, I’ve had my nose tested against medical detection dogs and I’m on a par. I’m severely dyslexic and my sense of smell just became my compass in life and would govern my emotions. I also have synaesthesia, so I see colour when I smell. I fell in love with fragrance
when eating steak frites with rosé wine in the middle of a flower market in Grasse, France. I’m still in love with it today. I love the ingredients and how you can make the orchestra of orange blossom just sing forever – it’s very poetic for me.
Have you ever lost your sense of smell? When I had chemotherapy [Jo was diagnosed with breast cancer in 2003] I completely lost my smell for about six months, and then one day it just came back. During Covid, my sense of
smell was acute because there were no smells of life – the smell of the bakery or the coffee shop. My home became my laboratory, and I worked my nose every day for about two to three hours. I created some of the best things during that time because it was like looking down the lens of a telescope.
Why have you decided to enter the spirits industry? Smell and flavour aren’t that different. One is on your palette, and the other is through your nose and memory. Entering the spirits industry was my friend Fran’s idea – one of the partners. Everyone knows me for
the sense of smell, but could I bring the spirit of Jo – my entrepreneurial creativity – into those other five senses? It’s literally exploded my world. For the first time in my life, I feel incredibly liberated.
How has your fragrance experience inspired the launch of Jo Vodka? I created the vodka in the same way as I create fragrances. During
40 BUSINESS TRAVELLER ASIA-PACIFIC NOVEMBER/DECEMBER 2025
Q
&
A SIN HIGHPIRITS
Hannah Brandler chats to British scent maverick Jo Malone about the launch of Jo Vodka, a new era of liberation and her love of flying
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