Brand story: Jo Malone

Who's behind it? Jo Malone started the brand and sold it to Estee Lauder in 1999, relinquishing total control in 2006.

What's the spin? Customers combine fragrances to create their own scent. Fragrance and lifestyle director Debbie Wild says many customers become 'quite protective' of their fragrance combination and won't reveal the scent they're wearing - even to the staff. The collection of colognes, bath oils, gels, body lotions and creams come in a range of 19 different scents.

Anything else? The 450 sq ft space in Lane Crawford, similar to the brand's outlet in Sloane Street, London (right), will include a Tasting Bar where customers can select their preferred fragrance, while staff provide complimentary hand and arm massages.

Where can I buy it? Lane Crawford, IFC Mall, Central.