Many readers profess a love of Britain. There's a wealth of appealing British culture, sports, and fashion items. Jo Malone London fragrances allow you to enjoy this British aesthetic through their scents. In this article, talented editor and essayist Aya Aso offers advice on men's fragrances, using items from the brand's collaboration with Huntsman, a British company, as examples.
Text by Aya Aso
Photo by Senta Murayama
Photograph by Senta Murayama
[Article published in the July 2025 issue of Kronos Japan]
The scent is also British
This is the brand's first collaboration with men. Because it is not a so-called "masculine" fragrance, it is popular with handsome women who are used to wearing fragrances. (From left) Whiskey & Cedarwood Cologne, an enchanting scent that accompanies late-night sobriety; Amber & Patchouli Cologne, a smoky yet suede-like, supple and sophisticated scent; Birch & Black Pepper Cologne, a quintessentially British cologne that represents the coexistence of opposing cultures like punk and tradition; and Assam & Grapefruit Cologne, a cologne that adds cardamom to your morning cup of tea. Each is 100ml and costs 32,890 yen (tax included).
Japanese people's love of Britain and British philanthropy has a long history. I'll be honest, I'm from a generation that was heavily influenced by British rock, so Britain, and London in particular, has been a place I've longed to visit since I was a student. And when I actually visited, I experienced firsthand the coexistence of a melting pot of races and a clearly defined class society, as well as the strong irony and black humor lurking beneath the politeness. It was so fascinating that it made me love Britain even more (lol).
And as we grow older, that allure (oh, come to think of it, Dyson is British too!) only grows stronger, like a silvery sheen. Unfortunately, I'm not a gentleman, so I don't wear them, but in fashion, I have John Lobb shoes, Burberry coats, and custom-made Dunhill shirts; in cars, Rolls-Royce, Bentley, and Aston Martin, even though some of the capital has flowed overseas; in entertainment, Sherlock Holmes, Harry Potter, 007, the British Museum, Ascot Racecourse... and so on. Seriously, there are countless sources of that allure, from novels to the royals.
Jo Malone London is showcasing this British aesthetic in fragrance. This spring, they announced a collaboration with Huntsman, a bespoke tailor with a shop on Savile Row, the street where the word "suit" originated. This collaboration is truly wonderful.
There are four scents in total. When all four bottles are lined up, the typography on the front of the bottle spells out "HUNTSMAN," so it's best to collect them all if possible. While you can definitely try them out in store to get a feel for the specific scents, the scents available are a perfect match of contrasting notes of calm and dynamism: Whiskey & Cedarwood, Amber & Patchouli, Birch & Black Pepper, and Assam & Grapefruit.
By the way, you can also layer multiple scents at the same time, so we recommend layering this Huntsman with other scents, or with the popular Wood Sage & Sea Salt Cologne (for a more refreshing scent) or Blackberry & Bay Cologne (for a more fruity scent). However, in this case, instead of applying it to the same area, try spraying the stronger, deeper scent on your lower body, such as your feet, and the lighter scent on your upper body. This is the secret to achieving the "somehow nice-smelling" look.
So, for those of you who tend to be drawn to British things, we hope you will enjoy the British style in fragrances as well.
Author Profile
Aya Aso
Beauty editor/essayist and copywriter. Raised in Tokyo. Over 30 years of experience in the beauty section of women's magazines, she has served as deputy editor-in-chief of "25ans" and "Fujingaho" (both published by Hearst Fujingaho) and "VOGUE JAPAN" (Condé Nast Japan), as well as editor-in-chief of "etRouge" (Nikkei BP). Her hobbies include beauty, finding delicious food, watching depressing anime, and engaging in other niche activities.
