British fragrance house Floral Street is making its travel retail debut at the upcoming TFWA World Exhibition in Cannes, (2-5 October).
Following its initial Cannes showcase, Floral Street will be rolling out in Americas travel retail in partnership with International Brand Builders.
Founded by beauty veteran Michelle Feeney, Floral Street is an independently-owned sustainable fragrance brand that is ‘powered by flowers’ and inspired by London’s vibrant culture.
Feeney has over 30 years of experience in the beauty industry. She describes the brand as a modern, future-focused company centred on wellbeing.
“When I founded Floral Street, I wanted to challenge myself and the beauty industry to do things differently. I wanted to help consumers become connoisseurs of fragrance in a fun, accessible and also responsible way,” Feeney commented.
Floral Street offers vegan, cruelty-free scents made with responsibly-sourced ingredients. The scents are crafted by Roberet Master Perfumer Jérome Epinette. Each Eau de parfum contains 20% more perfume oil than its counterparts, offering longer lasting scents.
“Floral Street represents a modern way to emphasise the beauty of flowers,” Epinette said. “The collection is vibrant and energetic and I am lucky to work with the most exquisite raw materials extracted from nature. Each fragrance brings an unexpected twist but with the same high-level of quality.”
All fragrances are housed in recyclable glass bottles and packaged in reusable, recyclable and biodegradable pulp boxes. Made with ‘cupcycling technology’, the eco-packaging is crafted in 80% FSC-certified virgin pulp and 20% upcycled takeaway cups. The packaging gives new life to waste with one cup used in every 50ml box. To date, Floral Street has upcycled over 400,000 paper cups.
The FSC-certified outer packaging allows Floral Street to carbon balance with the World Land Trust and The Woodlands Trust which help protect rainforests and fund other conservation initiatives.
Floral Street has won over 40 global awards for its colourful range of niche fragrances. These include Wonderland Peony, Arizona Bloom, Wild Vanilla Orchid and Ylang Ylang Espresso. The scents are available as Eau de parfums and plant-based candles, 100% plastic-free scented reeds, vegan oil diffusers and alcohol-free room fragrances. ✈
