Our Charity Mission
We are committed to supporting mental health and the profoundly restorative effect that nature has for those living with painful personal challenges. Raising awareness. Providing support. Stamping out stigmas, one step at a time.
We have long drawn inspiration from the natural world. The very existence of flowers and plants remind us that life can be unexpectedly beautiful. But it can also be unexpectedly hard. Not all wounds are visible. One in four people will be affected by mental health problems in their lifetime. Yet, it is still an underfunded and often unacknowledged illness. We want to break that taboo.
Our mission has always been to inspire, connect and uplift people through fragrance. And so, our work with mental health charities over the past decade is a natural evolution of this mission. To nurture the most vulnerable members of the community. To help young people talk about their feelings. To create gardens where people can discover the restorative effects of nature.
To date Jo Malone London has donated over £2.5million to our mental health charities, helping to raise awareness and stamp out stigmas. Providing support. Empowering people to recover. Reconnect. Grow.
Why Mental Health & Gardens
Traditionally, the British have a profound relationship with their gardens. For so many, green spaces can be a therapeutic haven, places to go when emotions need processing. A safe space to reflect and re-centre.
27% of the adult population in the UK¹ will have experienced at least one of a series of mental disorders in the past year. The cost of mental ill health in England is estimated at £105 billion per year².There is a positive correlation between access to green spaces and improved mental health. Parks and green spaces are estimated to save the NHS around £111 million per year based solely on a reduction in GP visits and excluding any savings from prescribing or referrals³. It is also said
that if every household in England had good access to quality green space it could save an estimated £2.1 billion on health care costs⁴. We have therefore chosen to support charities that specialise in mental health in four key areas: awareness, prevention, treatment and support. Working together on projects that provide a routine and a sense of belonging and achievement to those recovering and living with mental health problems. Projects connected to therapeutic horticulture and the restorative power that nature can provide.
To date we have supported the creation of seven charity gardens across the UK providing communities with better access to nature, specifically concentrating our efforts in urban areas where gardens may be scarce. The maintenance and care of these gardens reduce the mental health problems of those attending. The garden forms part of a therapeutic programme.
The space becomes a sanctuary for many. Encouraging individuals to develop their physical and mental health through routine and the sense of achievement gardening can provide. Helping people re-connect and grow.
To date we have supported the creation of eight charity gardens across the UK
Our Charity Candles
We are committed to funding all stages and aspects of mental health, focusing on: awareness, prevention, support and treatment. We have created four Charity Home Candles designed to stamp out stigmas, one step (and candle) at a time allowing us to continue to fund mental health charities.
75% (less VAT) of the retail price of each Charity Home Candle sold in the UK & Ireland goes directly to supporting mental health projects and inspirational charities who help individuals and families affected by mental health problems.
Love Letters From Britain
Love Letters From Britain uncovers the stories behind luxury brands making a positive difference. A film produced by BBC StoryWorks Commercial Productions exploring how we at Jo Malone London are shining a light on mental health, supporting those living with mental health problems and empowering people to recover, reconnect and grow. We are proud to have supported Thrive for nearly a decade, alongside other inspirational charities and their dedicated projects to raise awareness and provide support.
Thrive’s mission is to harness the power of gardening to transform lives. We have partnered with Thrive to reimagine The Old English Garden in London’s Battersea Park. The film shows how this once-neglected gem has been transformed into a blooming hub for the community, cared for by trainee gardeners who live with the challenges of mental health.
The donations are divided between the following charities:
Anna Freud National Centre for Children and Families (24%), Martineau Gardens (7%), NSPCC (10%), Phoenix Futures (9%), Pieta House (9%), the Redhall Walled Garden (SAMH Scottish Association for Mental Health) (9%), Rotunda Limited (5%), St Mungo’s (12%), Thrive (Society for Horticultural Therapy) (10%) and the Whitworth Art Gallery, The University of Manchester (5%).
Although much of our commitment is financial we also offer resources to our chosen charities. Our staff volunteer across many of the programs helping in our gardens and also give generously through sponsored events and charity sales. We feel privileged to provide advice and consultancy to all of our partners, ensuring that they are given support across communications, event planning and increasing the awareness around their initiatives.
Research shows that far too many children and young people with mental health problems don’t get any help at all. The Anna Freud Centre is leading the way in encouraging conversations and offering young people much needed support. For over 65 years, the charity has pioneered better mental health care for children and their families. Since 2017 we have supported them on their Schools in Mind programme: funding the development of free resources and workshops for more than 8,000 schools in the UK. Empowering young people, school leaders, teachers, parents and carers to promote mental and emotional wellbeing to the whole school community. Giving children a shared language to talk about mental health.
Learn more: https://www.annafreud.org/
If every household in England had good access to quality green space it could save an estimated £2.1 billion in health care costs¹. In 2018 Martineau Gardens Birmingham opened their Courtyard Garden with a focus on therapeutic horticulture: the use of plants and gardening to improve mental wellbeing. It has since been awarded the Queen’s Award for Voluntary Service, which recognises the outstanding contribution of charities in local communities.
With support from us, the Courtyard Garden is cared for by volunteers – many of whom live with mental health problems and learning disabilities. Working on the garden gives volunteers a sense of achievement. Increasing their self-confidence. Empowering them to start rebuilding their lives and socialising with others.
Learn more: https://martineau-gardens.org.uk/
Up to one in five mums and one in ten dads in the UK experience mental health problems during pregnancy and after birth. We are currently backing the NSPCC’s Fight for a Fair Start campaign which is calling on the UK’s governments to ensure that all parents receive quality perinatal mental health support they need at every stage- from the first check up through to specialist help if needed. Currently getting the right support at the right time isn’t guaranteed. Together we’re fighting for a fair start for every baby, for every parent, for every family. Investing in hard-working community care teams so that all families receive the best care when they need it most.
We have supported the NSPCC since 2018 to ensure parents can access the help they need. Providing perinatal mental health care and helping transform the face of support for families across the UK.
Learn more: https://www.nspcc.org.uk/fairstart
Phoenix Futures provides specialist services to people across the UK who have multiple and often complex needs. Many of these have experienced trauma and need help to manage their mental health and aid recovery. A charity and housing association that have been helping people overcome drug and alcohol problems for 50 years. Their focus is always on the individual, for everyone has a different story to tell and a different journey to take. We have been supporting their specialist services since 2017 to provide interventions and confidence building activities as part of their self-esteem and Mental Health Programmes. Our latest support has been for the ongoing development and creation of Storth Oaks Garden in Sheffield, where the Recovery Through Nature programme engages service-users recovering from substance addiction in a range of practical conservation projects. Using the experience to aid rehabilitation and recovery through helping rebuild psychological resilience. Providing specialist training and skills to manage and support many of the users with complex needs, who have often experienced poor mental health and histories of abuse, trauma and domestic abuse. Our newest charity garden Storth Oaks Garden will open in 2021.
Learn more: https://www.phoenix-futures.org.uk/
A Case Study from Phoenix Futures:
“The idea of Recovery Through Nature is simple, through old fashioned hard graft in the countryside recovering addicts can build self-worth, bond through team work and make a real contribution to conserving this green and pleasant land.” Participant A
For over 90 years, SAMH has represented the voices of people affected by mental health problems in Scotland. The charity advocates the positive impact of gardening on mental wellbeing – just like us. In 2014 we teamed up with them to support the regeneration of the Redhall Walled Garden in Edinburgh and we continue to support the space: A magnificent walled garden developed and maintained by trainee gardeners. Encouraging their sense of purpose. Engaging them socially. Equipping the volunteers with life skills, so that they can go on to find their place in the wider community and working world.
Learn more: https://www.samh.org.uk/
A Case Study from SAMH:
“I came seeking focus, meaningful volunteer work in nature with other people in recovery and as a healing space to continue working with my depression and social isolation that had arose due to it. For many trainees, including me, our mental ill health has caused our confidence to plummet and effect relationships, and the work of the garden brings daily chances to work and relax and start practising socialising again.” Maggi Scott, Redhall trainee, 2018
Based in Kirkdale, Liverpool Rotunda is a Community College specialising in adult education investing in working with some of the most vulnerable people in the community who society has all too often turned its back on. Young people who are on the verge of exclusion from education, young people in care, carers, those suffering mental health & physical health issues, people with drug and alcohol problems, isolated men, older people, immigrant women, young children & teenagers.
In 2014, with our help, the Kirkdale Country Garden was created – the first of its kind in the neighbourhood. A scented space that brings the community together offering a quiet safe space and refuge. The gardens are cared for by community volunteers who have the opportunity to build confidence and socialise with likeminded people. Offering volunteers the chance to gain new qualifications in horticulture. Paving the path to self-sufficiency and employment and in turn helping to regenerate the local Community.
Learn more: https://www.therotunda.org.uk/garden
A Case Study from Rotunda, Kirkdale Country Garden:
“Rotunda has been my safe place for nearly 3 years now. As a mum of two boys with mental health issues I didn’t go anywhere or do anything. I was introduced to Rotunda and their creative mindfulness class in the garden and I enrolled myself onto that (after lots of fighting with myself). I remember on the first day thinking “I can’t do this”. That was the best step I ever took. During the course I learnt how to control my anxiety and slowly started to manage my depression with goals and ambitions that I never thought I’d be able to achieve.” Emily Brookfield, aged 26 December 2019
Four in ten homeless people in England are affected by mental health problems. We support St Mungo’s – one of the UK’s leading homelessness charities – with its gardening project, ‘Putting Down Roots’. This is an initiative that uses gardening as an aid to recovery from the issues that can lead to homelessness including poor mental health and wellbeing. ‘Putting Down Roots’ also helps people with a history of homelessness to gain tangible skills, knowledge, qualifications, work experience and employment.
Since 2015, together with St Mungo’s clients, staff and team of volunteers, we have helped to revive the Castle Park Physic Garden in Bristol and The Quiet Garden in London’s Notting Hill (opened in 2017). Offering people, a safe place to reconnect. Recover. Grow. Through the cultivation and care of each garden’s beautiful grounds.
Learn more: https://www.mungos.org/
A Case Study from The Quiet Garden, London:
Rufus started engaging with St Mungo’s six years ago. He had severe alcohol and drug use issues, his mental health was deteriorating, and he was at risk of becoming homeless due to his chaotic lifestyle. Having been referred to St Mungo’s by his support worker, Rufus began taking part in the education and training programmes for people with substance and mental health issues. He found his way to the ‘Putting Down Roots’ programme supported by Jo Malone London funding and was inspired after taking part in a taster session. He attended regular sessions and found that gardening, having “his head in the green” was energising and gave him a great sense of purpose. Rufus has gone on to secure a range of horticultural qualifications.
A Case Study from Castle Park Physic Garden, Bristol:
“I attended Putting Down Roots Bristol, including visiting the Castle Park Physic Garden, twice a week throughout 2019. I realised that I could be in this environment and still not feel well and not have to put on an act. If people asked how you were, you could be honest. It felt like we were on a shared journey. Not every day was easy, but I slowly started to realise that connection with people - real connection - was a big hole in my life and I began to slowly come out of my shell over the year. I found connecting with nature very grounding and mindful.” St Mungo’s ‘Putting Down Roots’ Bristol Client.
Learn more: https://www.thrive.org.uk/
A case study from The Old English Garden:
“KB joined the Wednesday Women-only Pathway programme in September after spending over a year as an in-patient at an alcohol recovery centre. KB suffers from anxiety and finds that gardening helps her cope. In the short time that KB has been with Thrive, she has shown a great commitment to the programme and engages well within the group. The Horticultural Therapist has expressed that she is a natural gardener and can see her growing in confidence.”
In Ireland in 2017, on average one person a day died by suicide¹. And over 6,000 people presented themselves to hospitals with self-harm in the first half of 2018 alone2. Pieta provides free, community-based support services for anyone who is experiences thoughts of suicide, those engaging in self-harming behaviour and anyone bereaved by suicide with no referral needed.
Pieta has helped over 59,000 people suffering since 2006, managing over 13,500 calls and 31,100 texts through its 24-hour freephone helpline in 2019 alone. We have supported Pieta since 2018 and are currently helping deliver crisis counselling for people who are suicidal or engaging in self-harm across the Republic of Ireland.
Learn more: https://www.pieta.ie/
In partnership with Manchester’s Whitworth Art Gallery, Grow promotes the beneficial effects of horticultural activities on mental wellbeing. Supporting local people who are experiencing social isolation or living with mental health problems. By working together in The Whitworth’s Art Garden – created with a little help from us in 2015 – volunteers get the opportunity to learn new skills. To rebuild confidence. To engage with others and feel a sense of belonging. An urban sanctuary devised to include some of our most loved ingredients from peonies, to bluebells to sage and geranium for the community to cultivate and care for. Encouraging hope to bloom.
Learn more: https://www.whitworth.manchester.ac.uk/learn/outdoors/grow/
A Case Study from Grow:
“The most satisfying thing for me is enjoying the fresh air, the emotional space and how that reflects on my mood. Helping to calm me down from manic and panic to bubbly and refreshed. The repeated routine of a positive environment to turn up to as well as the opportunity to be amongst other volunteers with their own health issues and to work with very socially aware and well-trained staff, has been an absolute blessing beyond words. It’s been my focus and stability at a time in my life when I have just needed a place to feel I could find some peace and my equilibrium again.” Participant B
Working with Black Minds Matter UK — one of the UK’s newest mental health charities — and its team of professional therapists, Jo Malone London will support connecting Black individuals and families with free mental health services. The charity is dedicated to making mental health resources more accessible for all Black people living in the UK, whilst removing stigma and remodelling services to be relevant for the Black community. Jo Malone London will fund twelve-week courses of therapy with certified, professional, Black practitioners, for those requiring support.
Learn more: https://www.blackmindsmatteruk.com/
Find Out More
Our People & Our Workplace
Nurturing talent and supporting the wellbeing of our teams is important. We strive to create a welcoming workplace that embraces inclusivity.
Our Sustainable Practise
The natural world will forever be our muse and we hope to play a part in protecting it as we work towards a more sustainable future.
1 Mental Health Taskforce NE. The Five Year Forward View for Mental Health. 2016
[cited 2017 May 23]; Available from: england.nhs.uk
2 Mental Health Taskforce NE. The Five Year Forward View for Mental Health. 2016
[cited 2017 May 23]; Available from: england.nhs.uk
3 Revaluing Parks and Green Spaces: Measuring their economic and wellbeing value to individuals, Fields in Trust 2018
4 The role of the natural environment in maintaining healthy lives, Natural England 2009