[4] The brand became popular in the United States following founder Jo Malone's appearance on The Oprah Winfrey Show.

[3] Malone continued to work for the brand as creative director until 2006,[6] and was barred from creating a new fragrance or skincare line for 5 years due to a non-compete agreement.

Until 2014, the perfumer Christine Nagel created 47 scents for Jo Malone including Wood Sage & Sea Salt (2014), a skin scent of salt lingering on the body after a day at the beach,[7][8] that in 2015, the Marie Claire International Fragrance Awards honored as the year's most daring fragrance for women.

[9] The brand manager Jean-Guillaume Trottier joined Estee Lauder in 2004, and has worked for Jo Malone exclusively since 2012.

[12] In September 2020 he resigned as its global brand ambassador after the company replaced him with a Chinese actor in a version of an advertisement (designed to be shown in China) that he had created based on his upbringing in Peckham, London.