Perfumes and fragrance by Floral Street
Floral Street fragrances: A modern British fragrances house founded by Michelle Feeney. Reasonable prices, sustainability, and individuality in wearing fragrance is the foundation of the brand. Learn more about the Floral Street perfume house
Floral Street fragrance and perfume list.
2020 - Arizona Bloom
2019 - Electric Rhubarb
Shop for Floral Street perfumes: Sephora, Harvey Nichols (UK), John Lewis (UK)
Floral Street - perfume house
About Floral Street
A contemporary British fragrance brand, powered by flowers, inspired by London. Made with 20% perfume oil, our scents are long lasting. Our packaging is reusable, recyclable or biodegradable, and our ingredients are sustainably sourced. We're even vegan! Whether you're feeling dreamy, focused or a little more rebellious we have a fragrance for each mood. Who will you be today? -Michelle Feeney, Founder
(Source: sephora.com, Jan. 2020)
Michelle Feeney, founder
"Known as a 'cult-branding specialist', Michelle Feeney has spent 30 years building brands such as Bumble & Bumble, MAC and Creme de La Mer. ...[She] realised that there was a huge gap in the fragrance market... Feeney wanted to create an approachable fragrance brand at a lower price point, one that allowed people to experiment with scent, and had sustainability at its core. She took the inspiration for the brand name from a fateful stroll in 'Floral Street' in Covent Garden and the rest was history."
(Source: moodiedavittreport.com, Sept. 29, 2019, retrieved Jan. 3, 2020)
Floral Street's master perfumer is Jérôme Epinette.
Contact Floral Street
Floral Street Store - 30 King Street, Covent Garden, London WC2E 8JD
Phone +44 20 7836 3366
Floral Street - Perfume Editorials
It Was a Pretty Package
How new alternatives can help the industry's plastic problem.
Waste Not, Want More
At Allure, we believe a "sustainable" product contributes little to no waste to the planet, so we put six "eco-friendly" newcomers to the test.
FLORAL STREET Fragrances
It's a first: a high-end perfume bottle encased in a reusable pulp carton (with zero cellophane). You can try to recycle the glass bottle, but sadly the pump will stick around long, long after the scent fades.
VERDICT: It's a nice start.
("It Was a Pretty Package." Allure. April 2020: 97)
We visited the interestion of environmental consciousness and gorgeous fragrances. Turns out, it's in London. ...Brits love their gardens. And Floral Street, a new-to-the-U.S. British fragrance company, loves gardens too. Enough that its perfumes aren't just botanically inspired. Each glass bottle is sold in a pulp box that can be recycled or composted. ...this level of sustainability in packaging is so novel to the perfume industry that Floral Street won an innovation award from the Fragrance Foundation this year.
Inside, the goods are equally impressive. The nine scents were created by perfumer Jerome Epinette (the man behind several of Byredo's most popular scents). The fragrances he created for Floral Street, however, are distinctly British. Each one stars a classic floral with a cheeky twist. Founder Michelle Feeney wanted to capture the British attitude toward blooms: "We prefer bunches of flowers, wrapped in brown paper or picked from a wild garden, rather than fancy bouquets." Take Electric Rhubarb, which pairs gardenia with that uncommonly eaten stalk, rhubarb. Or London Poppy, which combines the cheery bloom of sunflowers with black amber and tops them off with salt spray. But the real draw might be that you can actually smell these fragrances on the skin for more than 15 minutes. They endure. That's because each bottle contains 20 percent perfume oil, which is on the very high end (eau de parfums typically range between 15 and 20).
(Chia, Jessica. "Beauty Reporter: Garden Varieties." Allure Dec. 2019: 28)