While vegetables may not seem like the obvious stars of a summer fragrance collection, Jo Malone London sees them differently.

When it comes to <a href="https://www.lofficielsingapore.com/beauty/best-new-bold-fragrances-perfumes-releases-lasting-impression-summer-2026" title="5 New Bold Fragrances Releases for A Lasting Impression" target="_blank" rel="noopener">summer fragrances</a>, fruit-inspired scents are usually the obvious choice. This season, however, <a href="https://www.lofficielsingapore.com/beauty/hair-perfume-mist-chanel-hermes-dior-bulgari-jo-malone" title="5 Hair Perfumes to Add to Your Collection" target="_blank" rel="noopener">Jo Malone London</a> is taking a different path. Instead of turning to citrus groves and berry orchards, the British fragrance house has gone straight to the vegetable patch for inspiration.
The limited-edition Brit Veggies collection celebrates the beauty of garden-grown ingredients, transforming vegetables such as beetroot, carrot blossom and butternut squash into sophisticated fragrances. Alongside the brand's signature colognes, the collection also includes home fragrances and hand care products designed to bring the fresh, earthy charm of a British garden indoors.
At first glance, vegetables may seem like an unusual source of inspiration for a <a href="https://www.lofficielsingapore.com/beauty/here-are-the-best-summer-appropriate-fragrances" title="8 Best Fragrances Appropriate For Summer" target="_blank" rel="noopener">summer fragrance</a> collection. Yet in Britain, gardens and allotments are an integral part of the season. After months of cooler weather, a thriving vegetable patch signals the arrival of warmer days and a plentiful harvest. The scents found in these gardens are naturally fresh, green and earthy, creating fragrance profiles that feel both modern and effortlessly unisex.
To learn more about the inspiration behind Brit Veggies and the creative process that brought the collection to life, we spoke with Céline Roux, Vice President of Global Fragrance Development at Jo Malone London.

As the Global Head of Fragrance, what is your approach to creating new fragrances for Jo Malone? Do you go by creative inspiration, data or both? 
My approach always begins with creative instinct – with a story, a feeling, or even a visual that feels very vivid to me. For Brit Veggies, it was really this idea of raw beauty that you see in something that is rooted in the soil. It’s so rich, there’s an earthiness to it, there’s an authenticity to it. Not one story is the same.
Tell us more about the Brit Veggies collection. What inspired you to create a collection around vegetables? For those who aren’t familiar with the British vegetable garden, tell us its significance and what it represents to the people there. 
A few years ago I thought enough of the fruits, let's have fun with vegetables. I wanted something quite raw coming straight from the soil. In this collection I wanted to have richness, earthiness and authenticity and this happened at the beginning of the lockdown when everyone around me in the city started to have this obsession about vegetable patches and it reinforced my conviction that vegetables were the right way to go. It’s so British, so authentic, so unexpected – it cannot be more Jo Malone London.

Why did you choose to highlight these vegetables in particular for the collection? Do they have any significance? How did you approach each vegetable (beetroot, butternut and carrot blossom) and how did you land on each scent profile? 
At the start when we began to work on this collection, we visited a lot of gardens and vegetable patches with one of the perfumers, Mathilde Bijaoui, and I was really drawn to vegetables that grow in the soil. We chose three vegetables that are very different in colour, shape, taste and character. Scarlet Beetroot is unexpectedly joyful. The cologne 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 is a fresh floral scent with a touch of fennel that brings a luminosity without being overpowering. Orange flower lends it a dewy brightness, while white musk keeps it airy and contemporary. Velvety Butternut is creamy, warm and comforting with a subtle nuttiness. A spark of ginger at the top gives it lift before sinking into tonka bean and patchouli, creating a beautifully grounded finish. It took a long time to finalise because it was very hard to get the right level of warmth, sophistication and woodiness. But it was definitely worth it.
Tell us more about the vibrant packaging. What made you decide on this design for this collection?
When the fragrances are developed, our creative team always has fun with the packaging when it's limited edition. The packaging reflects the spirit of the fragrances – playful and colourful. It’s actually a bottle we’ve never used before and fits the story. The colours echo the ingredients - the vivid red of beetroot, the soft orange of carrot, the creamy tone of butternut. It’s almost like seeing the vegetables themselves, but translated into a refined, modern Jo Malone London object. For the Green Tomato Vine candle we have housed it in a glossy green vessel, so it’s particularly decorative as it is fragrant, the kind of thing you will happily leave out and reuse.
You only released one candle for the collection. What made you land on the scent of Green Tomato Vine to be the home scent of choice?
At Jo Malone London it's all about lifestyle and we wanted to have this concept in your home too. Green Tomato Vine Candle is an existing fragrance and was the perfect scent to add to the collection.  A little bit last minute we decided to also add our Green Tomato Lead handwash, because who wouldn’t want a Tomato leaf handwash in their kitchen. From the colognes which envelop you during the day and the night, through to the candle and handwash for the home. And for the detail-obsessed: yes, a tomato is technically a fruit not a veg. But this one is so deliciously good, we couldn’t not include it.

Jo Malone has always encouraged the art of layering perfumes to create your own unique combination. Do the fragrances in this limited-edition collection follow the same principle? If yes, what combinations do you personally love? 
Layering is at the heart of Jo Malone London, and this collection is very playful in that way. Personally, I love Scarlet Beetroot with Pomegranate Noir Cologne, it becomes more sensual, quite sexy for the evening. Carrot Blossom with English Oak &amp; Hazelnut Cologne brings a beautiful, elegant woodiness. And Velvety Butternut with Poppy &amp; Barley Cologne is incredibly comforting, soft, cocooning, and almost addictive. It really allows you to create your own mood.
Because it’s vegetable-inspired rather than fruit-inspired, would you say this collection feels more conventionally unisex and androgynous in its appeal? 
I think it naturally leans that way. Vegetables bring a different kind of freshness, something more grounded, less overtly sweet and more textural. At Jo Malone London, we’ve always created fragrances without boundaries, and this collection continues that philosophy. Scarlet Beetroot, Carrot Blossom, Velvety Butternut - they can all be worn in many different ways depending on how you layer and how you want to express yourself. Lifestyle is also important to us so it felt important to add the Green Tomato Vine Candle and Green Tomato Leaf Hand Wash to the collection. 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.

Jo Malone’s Brit Veggies Collection Brings the English Garden Into Your Home

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