[2] Based in London, England, Jo Loves sells fragrances, scented candles, and bath and body products.
[3] The name Jo Loves refers to the memories and experiences which inspired Malone to create each fragrance.
[12] With Jo Loves, Malone has developed innovative products, including layered scented candles, launched in 2012.
[17] The same year Malone introduced the Jo Loves tapas, an in store service where customers are served fragrances as if they were culinary dishes, such as a tagine of Bath Cologne.
The first Jo Loves store was opened on 42 Elizabeth Street in London's Belgravia neighbourhood.