IMarc Group estimates the North American (including the US and Canada) perfume market to be worth $6.2 billion as of 2021, reaching $7.5 billion by 2027. In contrast, the UK market is yet to crack the $2 billion mark as of 2022, per market intelligence firm Mintel. To expand in the US, the brand is betting on more out-of-home campaigns, such as the winter 2022 Let It Snow campaign, which has seen a Morris Minor car touring across northern American cities.

— Read more in Inside Jo Malone London’s North America push at Vogue Business.