In the world of fragrance, every spritz is a story, every note a nuance. This September, Jo Malone London invites us to embrace the art of Scent Layering with a fresh new face at the helm: British actor India Amarteifio. Best known for her breakout role as the young Queen Charlotte in Netflix’s Queen Charlotte: A Bridgerton Story, Amarteifio brings a modern, distinctly British elegance to the campaign, a perfect embodiment of the brand’s ethos of self-expression through scent.
“I’m so excited to be partnering with Jo Malone London,” says India. “As an actor, I’m always exploring ways to express character and emotion, and I’ve found that fragrance can be just as powerful in telling a story. The Scent Layering campaign is all about expressing yourself — and that’s something I really connect with.”
At the heart of Jo Malone London’s philosophy lies the belief that fragrance should be personal, playful, and endlessly adaptable. Scent Layering transforms a single signature scent into something entirely new by inviting wearers to add a twist of citrus, a burst of freshness, or a layer of warmth.
The campaign celebrates three exquisite fragrances crafted for this very purpose: Grapefruit, a bright and uplifting composition perfect for mornings or days when energy is needed most; English Oak & Hazelnut, fresh yet grounded, adding an elegant edge for evenings or special occasions; and Peony & Blush Suede, soft and romantic, ideal for days that melt into cosy nights.
As Céline Roux, Global Head of Fragrance for Jo Malone London, explains, “The way we create always takes Scent Layering into consideration. Right from the start, we craft fragrances so they can be layered together. It’s about self-expression. It’s about play.”
In the campaign visuals, India embraces this spirit of creativity, each new combination capturing a different mood, a new side of her story. “Scent Layering is so playful and personal,” she says. “It gives you the freedom to experiment and create something that’s entirely your own. I love how I can combine the Jo Malone London fragrances — it’s fun, expressive, and endlessly personal, which is why this collaboration feels like such a natural fit for me.”
Launching on 1st September 2025, the Scent Layering collection will be available online and in stores, inviting fragrance lovers everywhere to embark on their own scent journey.
Whether beginning with the Scent Layering Discovery Set or exploring the full-sized colognes, Jo Malone London offers a chance to transform perfume into an act of creativity. After all, as the brand reminds us, every layer tells a story and this one is uniquely yours.
