03/08/2011 17:11 BST | Updated 22/05/2015 10:12 BST

Jo Malone Launches Jo Loves

jo-malone-jo-loves-perfume Perfumer Jo Malone is to launch a range of fragrances with her new brand Jo Loves. Photo: Getty

Beauty icon Jo Malone today annouced she is launching a brand new fragrance brand, Jo Loves.

The entrepreneur-turned-TV-star sold her world-famous Jo Malone skincare and perfumes house to Estée Lauder some years back, devoting her time since to her family and her BBC One show High Street Dreams. However, after some months of industry speculation, Jo today confirmed she is back to what does she best: creating sumptous fragrances.

"My passion, as you know, is fragrance and so that's where I'm starting. Today, I'm thrilled to announce the launch of Jo Loves which will embody everything that inspires me, from ingredients and people to moments in time.