Jo Malone Primrose & Rye

Understanding perfume concentration helps you choose the right intensity and longevity for your signature scent. Eau De Parfum (20%) offers a moderate fragrance strength that’s noticeable without overpowering, lasting around 6–8 hours with a subtle to moderate sillage—perfect for daily wear, the office, or casual outings. Parfum (30%) delivers an intense, bold statement with 8–12+ hours of longevity and a pronounced scent trail—ideal for formal events, date nights, or any moment you want to be remembered.

Why choose Eau De Parfum?

If you prefer a well-balanced scent that’s elegant yet understated, our 20% concentration offers versatility and effortless reapplication throughout the day.

Why choose Parfum?

For those who crave luxury and intensity, our 30% concentration delivers maximum depth, richness, and an unforgettable presence that lasts from dawn until well past dusk.

Our perfumes are available in 30ml, 50ml and 100ml, allowing you to select the perfect volume to suit your needs.

To keep your perfume fresh and long-lasting, store it in a cool, dry place away from sunlight, always replace the cap, and avoid shaking the bottle. Apply to moisturized skin for better hold, and use within 3-5 years to enjoy its full quality.