We love to hear of beauty brands that are committed to sustainability – whether they’re new names and small businesses committed to reducing waste or key players relaunching old favourites into new, more eco-friendly designs.
The latter is exactly what Jo Loves, the fragrance house founded by Jo Malone, has just done. Relaunching its iconic ‘paintbrush perfume’ – a fragrance stick that you, quite literally, brush onto pulse points – the brand has created a sleeker, more sustainable design that uses less packaging and now has a refillable cartridge.
Not only is refillable beauty a pioneering movement towards a more environmentally-friendly beauty industry – by reducing the frequency of repurchasing plastic products – it’s also more affordable for consumers. For example, the Jo Loves Fragrance Paintbrush is £40, while the Fragrance Paintbrush Refill is £35. Win-win!
The Fragrance Paintbrush was a revolutionary launch into the fragrance market when it came out in 2017; with its handbag-friendly size and soft brush tip allowing for quick and easy fragrance application on the go.
Fans of the brand have been quick to praise the new and improved Jo Loves perfume paintbrush, with one customer writing on Instagram: ‘These are amazing, received my Green Orange and Coriander one yesterday and just ordered a Pomelo one! Love the size, great for on the go! (Well when we can be on the go)!’.
Of the relaunch, Jo Malone said: ‘I love painting with fragrance, it brings out the Scent Artist in you. I have evolved and redesigned the Fragrance Paintbrushes – they are chic, creative and a must-have for every day.’
The Jo Loves perfume paintbrush is available in the following fragrances:
- White Rose & Lemon Leaves
- Jo By Jo Loves
- Pink Vetiver
- Orange Butterflies
- 42 The Flower Shop
- Green Orange & Coriander