Master Perfumer, Anne Flipo, is well-known for the natural simplicity of her scents. So Céline Roux,
Fragrance Director, knew she would be the perfect choice to create The Herb Garden
collection. Here they tell us more about working together and creating the collection:
Céline: The herb garden has never had a more important role in English garden design and in cooking as it has today.
Its real relevance to the modern world made us want to explore it in perfumery. Even I have a
herb garden on the fire escape of my London home. It's something so many people enjoy and relate to today.
Parsley, lemon thyme and sorrel are perfect ingredients to take center stage
in Jo Malone London scents. They're unusual, unexpected and new to perfumery.
Anne: Our approach was multi-dimensional at first. We talked about colour and sound;
the time of day in the herb garden, the light, even how the names of each herb sounded. It was
a very inspiring, very unusual way to work and one that spoke to all the senses.
For inspiration, Jo Malone London took me to visit a traditional herb garden where we were intrigued
by the way the herbs were planted to interweave with one another. We wanted to reflect the
diversity of the herbs, their natural playfulness and their different characters. The time we spend there also brought home
qualities that are quite specific to the British garden: they are polished but still a little bit unruly.
Refined yet relaxed. This duality seemed like a very British trait to me and I wanted to express it in the collection
Céline: The finished collection has five frangrances, each with its own distinct character. It's very difficult to
choose a favorite. Sorrel & Lemon Thyme is bright and invigorating while Wild Strawberry & Parsley is succulent and leafy.