There is something delightfully cinematic about Jo Malone London’s latest seaside adventure. Striped swimsuits, vintage bathing caps and a fragrance carried through the surf like the day’s most precious catch: summer on the British coast has rarely looked quite so charming.
The brand’s newest cologne, Sea Salt & Bergamot, leaves the safety of the shoreline and plunges directly into the wild waters of the Celtic Sea. Fresh, mineral and gently woody, it captures that exhilarating moment when a wave breaks against the skin and the air is filled with salt.
Created by perfumer Mathilde Bijaoui, the fragrance opens with a bright burst of bergamot before moving into a distinctly marine heart of sea salt. Driftwood anchors the base, bringing warmth and texture to an otherwise sparkling composition. The result promises to feel clean and invigorating, but with enough woody depth to linger long after the imaginary swim is over.
Sea Salt & Bergamot joins Jo Malone London’s collection of fragrances inspired by the British coast, sitting naturally alongside the much-loved Wood Sage & Sea Salt. However, where its predecessor wanders along a windswept shore, this new scent is already waist-deep in the water. It is saltier, wetter and seemingly made for those who would rather dive straight in.
The campaign imagery carries the same playful sense of escapism. Against a softly clouded sky and rolling sea, its models appear dressed for a wonderfully eccentric day at the coast, complete with monochrome stripes, snorkelling equipment and fishing nets. It feels nostalgic without belonging to any particular decade: part vintage postcard, part Wes Anderson adventure and entirely Jo Malone London.
Available in four sizes, the collection begins with a perfectly portable 10ml cologne and extends to the generous 100ml bottle. Whether tucked into a beach bag or displayed on a dressing table, it offers a little bottled reminder of sea air, bracing swims and beautifully unpredictable British summers.
Sea Salt & Bergamot Cologne will be available online at jomalone.co.uk and in Jo Malone London stores from August 2026.
Prices: 10ml, £24; 30ml, £58; 50ml, £88; 100ml, £125.
