Boots has launched Jo Malone London both online and in 39 stores nationwide, marking a significant expansion for the luxury fragrance house. This move makes Jo Malone available in more locations through Boots than through any other UK retailer.
High demand and new scent
Demand for the brand has been substantial, with thousands of searches for Jo Malone on boots.com last year. In response, Boots now offers six of Jo Malone's best-selling scents from £24, including English Pear & Freesia, Wood Sage & Sea Salt, and the newly launched Sea Salt & Bergamot.
Inspired by the British coast, Sea Salt & Bergamot is described as fresh, with notes of bergamot, sea salt, and driftwood. Customers can choose a travel-friendly 10ml bottle for £24, or larger 30ml (£58) and 100ml (£125) sizes.
Launch promotions and customer reviews
To celebrate the launch, customers purchasing a 100ml bottle of Sea Salt & Bergamot or Wood Sage & Sea Salt in selected stores or online will receive an exclusive gift with purchase while stocks last, including a limited-edition sea monster cologne holder and a 9ml Wood Sage & Sea Salt Cologne.
The new scent has already received positive feedback. One customer commented: "This fragrance is perfect for everyday wear. The freshness of the Sea Salt blends beautifully with the zesty Bergamot. The perfect spring / summer scent." Another said: "Gorgeous scent that is so versatile, has a great freshness as well as a lovely minerality which makes it elegant and a perfect evening scent."
Fans of the existing Wood Sage & Sea Salt have welcomed the new addition, though some note it leans masculine. One wrote: "I have loved Wood Sage & Sea Salt for the last 10 years, and so excited to have a new salt addition. I feel this is more masculine which is great and a lot deeper and warmer without being too heavy."
Other options and Boots' premium push
For those seeking alternatives, The White Company offers Sea Salt Eau de Toilette 30ml for £30, while Marks and Spencer has Seasalt & Neroli Eau de Toilette 30ml for £8. At Boots, English Pear & Sweet Pea offers a lighter floral scent, and Lime, Basil & Mandarin provides a zesty, crisp option.
Jo Malone is not the only premium brand to join Boots this year. In May, P.Louise launched, with one product selling every 11 seconds on launch day. Charlotte Tilbury followed in July, selling a product every nine seconds during its first weekend.
This strategy is elevating Boots' status and bridging the gap between drugstore and department stores, bringing premium names into a familiar environment. Customers can now browse £125 Jo Malone fragrances while restocking essentials and collecting Advantage Card points.
Chelsey Saunders, Director of Fragrance, Skincare and Haircare at Boots, said: "This is a landmark moment as we welcome Jo Malone London to Boots, bringing one of Britain's most iconic fragrance brands to our customers nationwide. We're passionate about making the best of beauty more accessible, and this launch gives even more people the opportunity to discover, experience and fall in love with Jo Malone London's timeless fragrances."
