Jo Malone London’s Head of Fragrance Celine Roux discusses the inspiration and surprising elegance behind the brand’s vegetable-inspired summer collection.
Jo Malone London built its name on florals and fruit, so the arrival of Veggies, the fragrance house’s limited-edition summer collection, marks a genuine departure. Celine Roux, the brand’s Head of Fragrance, wanted to move away from anything polished or expected and instead pull inspiration straight from the soil. The idea took shape during lockdown, when Celine noticed everyone around her suddenly obsessed with growing their own vegetables, and she realized the kitchen garden held more honesty than any flower bed could offer.
Celine speaks with us about the ideas behind each fragrance, how she balances earthy and organic ingredients with Jo Malone London’s signature elegance, and why vegetables might be the most unexpectedly luxurious note in perfumery today.
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These scents feel almost “edible” in character. How did you approach translating flavor-like profiles into something purely olfactory?
Celine: It was a non-negotiable to balance the ingredients with sophistication, which is part of the DNA of the brand. That was part of the development and finding the right balance of the vegetable idea with elegant notes and a lot of natural elements. To give a nod to the soil, we played with patchouli, which gives an earthiness without taking away the freshness. We pushed the boundaries, played with nuance, and built in that vital element of the unexpected.
Each fragrance seems to have a layered progression similar to how flavors unfold. How do you construct that sense of balance between brightness, depth, and lingering warmth?
Celine: For me, freshness is not simply about brightness or lightness, it’s the sensation of something just picked. It carries texture, vibrancy, and even a subtle earthiness, like soil and green leaves still holding the memory of where they grew. Each fragrance interprets this differently, from the vivid, succulent character of Scarlet Beetroot; to the creamy warmth of Velvety Butternut; and the soft, sweet character of Carrot Blossom.
Do you expect people to interpret these scents in a personal, sensory way, perhaps describing them in terms beyond traditional fragrance vocabulary?
Celine: I feel that each vegetable has its own story, its own shape, color, taste, and character. Beetroot is round, vivid, and scarlet red. Carrot is slender and bright orange. I love butternut for its shape, it reminds me of a woman’s body, and the beige color reminds you of comfort, like how it feels to wear your favorite cashmere jumper.
Similar to how flavors develop from first impression to finish, how should we think about the “opening,” “body,” and “dry down” of these scents?
Celine: Scarlet Beetroot opens with a bright burst of blackcurrant that feels juicy, energetic, almost effervescent, then settles into a soft, earthy sweetness from the beetroot that feels both vivid and wearable. Carrot Blossom, by contrast, is romantic, fresh, and floral, with a touch of fennel that brings luminosity. Velvety Butternut is warm and comforting and a touch nutty. It’s moreish, and a spark of ginger gives it a little lift before sinking into tonka bean.
For the candle and hand wash with Green Tomato Vine and Green Tomato Leaf, it has such a unique smell: like throwing open the kitchen windows on the first warm morning of the year. That unmistakable green snap of tomato leaves, the crispness of the vine, the earthy freshness of the garden after rain. They were the perfect ingredients to play with and create something new and exciting.
Photos courtesy of Jo Malone London
Frequently Asked Questions
Celine Roux is the Head of Fragrance at Jo Malone London and the creative lead behind the brand’s Brit Veggies fragrance collection.
The Brit Veggies collection is a limited-edition summer fragrance range inspired by vegetables and the scents of the kitchen garden.
The collection was inspired by kitchen gardens, fresh produce, and a renewed appreciation for growing vegetables during lockdown.
The collection includes Scarlet Beetroot, Carrot Blossom, and Velvety Butternut colognes, along with Green Tomato Vine and Green Tomato Leaf products for the home.
According to Celine Roux, consumers increasingly value fragrances that evoke comfort, nature, and personal emotion rather than status.
