Jo Malone hopes ‘sense will prevail’ in lawsuit over her name

Jo Malone Hopes ‘Sense Will Prevail’ in Legal Dispute Over Her Name

Estée Lauder, the global beauty company, has filed a lawsuit against Jo Malone and Zara, challenging the use of her name in a collaboration between Jo Loves and the retailer. Malone, the founder of the iconic fragrance brand, expressed her hope that “sense will prevail” in the legal battle, which has recently gained attention.

In 1999, Malone’s brand Jo Malone London was acquired by Estée Lauder, including the licensing of her name for commercial purposes. She later established Jo Loves in 2011, a new venture that offers a range of products beyond perfumes, such as candles and toiletries.

Last month, Estée Lauder initiated High Court proceedings over a partnership between Jo Loves and Zara, which features Malone’s name on product packaging. Speaking publicly for the first time since the legal action began, Malone conveyed her feelings of being “very surprised and very sad.” In an Instagram video, she emphasized that the collaboration, which started seven years ago, was clearly distinct from her original brand.

“We’ve literally done as much as we possibly can,” Malone stated in the video, adding that the partnership was designed to ensure the connection to Jo Malone London was explicit.

Despite this, Estée Lauder contested the use of Malone’s name on the packaging, which labeled the items as “A creation by Jo Malone CBE, founder of Jo Loves.” The lawsuit targets Malone, Jo Loves, and Zara’s UK branch, alleging trademark violations and breach of contract.

Malone questioned the timing of the legal action, asking why Estée Lauder is pursuing the case now, particularly since the collaboration was launched in 2019. She argued that the brand’s use of her name was justified, stating, “If it was wrong now, it would have been wrong on day one, and nobody did anything about it.”

“I sold a company, I did not sell myself … those collections were created by me, the person,” she said, highlighting her belief in the distinction between her personal identity and her brand.

Under the 1999 agreement, Malone agreed not to use the “Jo Malone” name in commercial contexts, including fragrance marketing. While she has since expressed regret about this clause, she remains committed to defending her position in court if required.

Estée Lauder noted that Malone had accepted contractual terms that restricted her from creating new fragrance or skincare lines until 2011. The company reiterated its stance, stating that “legal obligations cannot be ignored” and that it would safeguard its investment in the brand.

Malone, who was born on a council estate in southeast London, launched her perfume company in the early 1990s. The brand rose to prominence for its innovative scents inspired by British landscapes. She sold the company to Estée Lauder for “undisclosed millions,” continuing as creative director until 2006.