Jo Loves Launches Limited-Edition With Love from London Fragrance at $185

With Love from Positano sold out in under a month when Jo Loves launched it in 2024. That pace set a high bar, and the British niche house has now completed a third chapter in the series. Jo Loves launched With Love from London, a new limited-edition fragrance that follows 2024's With Love from Positano and 2025's With Love from Como.

The luxury brand, founded by iconic perfumer Jo Malone CBE, created the "With Love" range as limited-edition destination scents based on Malone's own travels, marketed as collector's items: once they are gone, they are gone. Malone has described the project as "completely authentic — it's places that I have travelled to." London, of course, is home.

With Love from London is positioned as "an ode to transformation, possibility, and the city that inspires both," capturing what the brand describes as the spirit of renewal that defines London. The fragrance is built around a floral-to-woody arc that mirrors that ambition. Per the brand's official note breakdown, the top opens on magnolia, rose bud, and elemi resin. The middle develops through violet leaf absolute and iris concrete, while cedarwood, moss, and musk form the base. The overall effect moves from the sweetness of violet through the allure of magnolia before being anchored in the warmth of cedarwood, evoking strength, charm, and imagination.

On Fragrantica, the fragrance is classified as a Floral Woody Musk and described as themed around transformation and the changing character of London. The brand's own copy leans into that theme hard: the scent is described as evoking "the poetry of London mornings spent among flower stalls and soft sunlight," with the cedarwood base cast as a nod to the city's cobblestones and enduring character.

The fragrance was created by Jo Malone herself. Jo Loves is Malone's newest venture, and her lifelong attraction to fragrance began in childhood, when she tried to produce her own scents from garden flowers and grated soap. After selling her first eponymous brand to the Estée Lauder Companies, she started over in 2011 and founded Jo Loves as her second chapter in the world of fragrance.

With Love from London is available as a 100 ml Eau de Toilette, designed to last three to six hours. The US price is $185, which sits in line with the predecessor releases, both With Love from Como and With Love from Positano priced at £135 on the UK site. The US listing showed the product out of stock at the time of this writing, a pattern consistent with how the earlier editions performed. Jo Loves has cited its limited-edition "With Love" franchise as a "major contributor" to its growth, with the scents now entering exclusive collector territory.

At £135 in the UK, one editor described a single sniff as "a masterclass in elegance, simplicity, and subtle sophistication." For a gift, the format is ideal: the bottle ships in Jo Loves' signature red ribbon wrapping with two complimentary samples included. The series has earned its following not through volume but through genuine scarcity, and With Love from London continues that model without apology.