Estée Lauder launches legal action against Jo Malone

Malone sold her eponymous perfume brand to Estée Lauder in 1999, under the terms of the sale she was blocked from using her name for certain commercial reasons, including the marketing of fragrance.

She stepped down from Jo Malone in 2006 and has since expressed her regret at selling the rights to her name. 

The legal action stems from 2019, when Malone set up the Jo Loves brand and launched an eight perfume collaboration with fashion retailer Zara. The packaging of the scents made clear the products were “A creation by Jo Malone CBE, founder of Jo Loves”.

A spokesperson for Estée Lauder said: “Ms Malone’s use of the name ‘Jo Malone’ in connection with recent commercial ventures goes beyond that legal agreement and undermines Jo Malone London’s unique brand equity.

“We respect Ms Malone’s right to pursue new opportunities. But legally binding contractual obligations cannot be disregarded, and when those terms are breached, we will protect the brand that we have invested in and built over decades.”

Estée Lauder added that Malone had been compensated from refraining from using her name to market fragrances and “for many years, she abided by its terms”.

“Over the past 25 years, The Estée Lauder Companies has invested significantly in building Jo Malone London. Today it stands as an iconic global brand, with extraordinary brand equity and a distinct identity that is beloved around the world.”

News of the legal action was first reported by the Financial Times.