Jo Malone: Hope at Hand

Hope at Hand is a limited-edition collection of solid perfumes - each scent representing an endangered species and donating 100% of profits to grassroots conservation charities.

Luxury often comes at a cost - not just to your wallet, but to the planet. Behind layers of glossy packaging and fleeting indulgence, nature is disappearing. But what if perfume could do more than just scent the skin. What if it could protect what is truly rare? I’ve explored using solid perfume instead of spray. It uses less packaging, comes in recyclable tins and lasts longer on the skin.

The goal was to create a campaign that turned fragrance into a force for good while staying true to Jo Malone’s refined and emotional brand world.

Hope at Hand is a limited-edition collection of solid perfumes, each one inspired by an endangered species. The tins are refillable and tactile, with shapes that represent what is disappearing. All profits support small, grassroots conservation charities.

Each fragrance tells a story. Feather & Flame celebrates the Galápagos flamingo. Miami Blue honours the rarest butterfly on Earth. Eternal Leopard pays tribute to the endangered Amur leopard. Wild Honeycomb supports the bees essential to biodiversity.

A discreet QR code leads to a live tracker where customers can see how their purchase supports real conservation projects.

Hope at Hand connects luxury with purpose, showing how design and storytelling can make environmental action feel personal and hopeful.