Floral Street
Sustainable British fragrance for modern life.
Floral Street was founded in London in 2017 by Michelle Feeney, a beauty industry veteran who had previously held senior positions at brands including St. John Beauty and Chanel. Feeney launched the house with a clear sustainability mandate: all fragrances are plant-based and cruelty-free, packaging is made from recycled and recyclable materials, and the brand has committed to carbon-neutral operations. The fragrance portfolio includes Neon Rose, Wild Vanilla Orchid, and Electric Rhubarb — names that signal the brand's brighter, more optimistic take on botanical perfumery, distinct from the earnest severity that sometimes characterises the natural-fragrance category. Compositions are developed with external perfumers to a brief that prioritises wearability and accessibility without sacrificing quality. Floral Street distributes through Anthropologie, Space NK, and Bloomingdale's alongside its own direct channel, giving it broader retail reach than most sustainable niche brands. The house has become a reference point for consumers who want responsible luxury without the compromise of inferior smell.
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
