# Jo Loves: Jo Malone CBE

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2020-05-18
- Length: 1h 22m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-18-jo-loves-jo-malone-cbe

## Summary

Jo Malone, founder of Jo Malone London and Jo Loves, recounts her journey from a working-class childhood in London to building a global fragrance empire. She details the early struggles of formulating products in her Chelsea apartment with her husband Gary, the pivotal decision to open a physical shop, and the strategic marketing tactic of 'walking the dogs' with empty bags to generate buzz before expanding to Bergdorf Goodman. After selling Jo Malone London to Estée Lauder, a breast cancer diagnosis and a five-year non-compete clause forced her to leave, leading to the creation of her new brand, Jo Loves, and innovative products like the fragrance paintbrush.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-18-jo-loves-jo-malone-cbe#t=0) Introduction: Jo Malone and the resilience series
- [5:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-18-jo-loves-jo-malone-cbe#t=300) Childhood: Dyslexia, poverty, and Madame Labarte
- [17:52](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-18-jo-loves-jo-malone-cbe#t=1072) Leaving home: Taking on debt and making creams in plastic jugs
- [28:34](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-18-jo-loves-jo-malone-cbe#t=1714) The breaking point: Moving from the apartment to Walton Street shop
- [34:15](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-18-jo-loves-jo-malone-cbe#t=2055) Product evolution: From body care to iconic fragrances
- [40:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-18-jo-loves-jo-malone-cbe#t=2419) Brand identity: The black bow and indie brand disruption
- [46:29](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-18-jo-loves-jo-malone-cbe#t=2789) Expansion: Bergdorf Goodman and 'walking the dogs' marketing
- [52:13](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-18-jo-loves-jo-malone-cbe#t=3133) Cancer diagnosis and selling to Estée Lauder
- [1:00:49](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-18-jo-loves-jo-malone-cbe#t=3649) The wilderness years: Non-compete and starting Jo Loves
- [1:14:12](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-18-jo-loves-jo-malone-cbe#t=4452) Innovation: The fragrance paintbrush and current operations

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

founders before launch, early-stage companies, companies scaling up, established companies

## Mentioned

- Jo Malone London (product)
- Estée Lauder (company)
- Bergdorf Goodman (company)
- Jo Loves (product)
- Justin de Blanc (other)
- Madame Labarte (other)
- Leonard Lauder (other)
- Selfridges (company)
- BBC (other)

## Related episodes from other shows

- [Founder Feature: JoLynn Henke and Peter Clarkson](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-05-24-founder-feature-jolynn-henke-and-peter-clarkson) (The Startup CPG Podcast)
- [030: Launching a product with $500 and no industry knowledge, Josh Smith of Libertine Fragrance](https://hardwarepodcasts.com/podcast/product-startup/2016-12-06-030-launching-a-product-with-500-and-no-industry-knowledge-josh-smith-of-liberti) (Product Startup)
- [Founder Feature: Jilleo Recio of RĒJINS](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-10-18-founder-feature-jilleo-recio-of-rejins) (The Startup CPG Podcast)
- [Founder Feature: Zoe Levin of Bim Bam Boo](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-03-21-founder-feature-zoe-levin-of-bim-bam-boo) (The Startup CPG Podcast)
- [Founder Feature: Suzannah Raff of Cleo+Coco](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-10-31-founder-feature-suzannah-raff-of-cleo-coco) (The Startup CPG Podcast)

## Citing this page

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