By Jessica Ye (Jessica Yap)
There are certain ingredients that feel entirely expected in perfumery. Rose, jasmine and citrus have long occupied fragrance counters. Beetroot, butternut squash and carrot blossom, however, are a different story.
For British Summer 2026, Jo Malone London heads to the vegetable patch with Veggies, a limited-edition collection inspired by Britain’s allotment culture and the enduring appeal of growing something by hand. Drawing from the small plots of land that have become a cherished part of urban life across the United Kingdom, the collection explores the scents, textures and colours of home-grown produce through fragrance, home and bath offerings.
The idea has been several years in the making. Led by Global Head of Fragrance Céline Roux, the project began with a simple question: what happens when vegetables become the starting point for perfume? Long associated with cooking rather than fragrance, ingredients such as beetroot, butternut squash and carrot blossom offered an opportunity to explore a less familiar olfactive landscape.
At the heart of the collection are three colognes, each built around patchouli, whose earthy character references the soil from which these ingredients emerge.
Scarlet Beetroot Cologne (30ml, SGD135) is the most vibrant of the trio. Blackcurrant opens with a burst of brightness before giving way to a beetroot heart that feels juicy, colourful and energetic. Grounded by patchouli, it is a fragrance that captures the vivid character of its namesake ingredient.
Velvety Butternut Cologne – featured image (30ml, SGD135) takes a softer approach. Inspired by the smooth curves of the butternut squash, it pairs ginger with a creamy butternut accord and patchouli, creating a scent that feels warm without becoming heavy.
Carrot Blossom Cologne (30ml, SGD135) moves in a more floral direction. Fennel introduces an aromatic freshness, while carrot blossom and orange flower bring lightness and lift. The result is airy, luminous and distinctly different from traditional floral fragrances.
Beyond the colognes, the collection extends into the home and everyday rituals. The Green Tomato Vine Candle – Veggies Edition (300g, SGD233) and Green Tomato Vine Diffuser (350ml, SGD355) bring the scent of leafy tomato vines indoors, while the Tomato Leaf Hand Wash (250ml, SGD89) introduces herbaceous notes to the kitchen or bathroom sink.
For those looking to experience the collection as a whole, the Veggies Discovery Collection (SGD120) offers an introduction to all three fragrances.
While flowers remain central to modern perfumery, Veggies looks elsewhere for inspiration. Rooted in allotment culture and shaped by the sensory qualities of home-grown produce, the collection offers an unexpected perspective on what fragrance can smell like, and where its ideas can come from.
The Jo Malone London Veggies collection is now available online and in boutiques islandwide.
Featured image: Velvety Butternut Cologne combines ginger, butternut and patchouli in a warm, woody composition | Image: Jo Malone London
