When we first encountered Floral Street, suffice to say we were blown away by their concept – and oh boy did they deliver in the execution of the fabulous new spins on floral fragrances, and within their standalone Covent Garden store.
Our co-founder, Jo Fairley, has known Michelle Feeney for longer than either of them care to admit – back to Michelle’s time at the Estée Lauder Companies, and then at the helm of revolutionary tanning name St Tropez. So when she announced she was unveiling a fragrance line ‘built on the streets of London’, we were rather thrilled by the whole idea and the stunning reality…
Floral Street’s fragrances are as far from your granny’s florals as it’s possible to get – each created by the star perfumer Jérôme Épinette, who is known for his mastery of natural ingredients. As Floral Street put it: ‘These are bunches – not bouquets. Ingredients, not notes. And it’s about ease, modernity and joy.’ Michelle adds: ‘My mission is to bring fine fragrance to the modern female – so that she might build an entire fragrance wardrobe, which can express the many facets of who she is.’
At the heart of each fragrance is a specific flower (sourced by the legendary fragrance house Robertet) – but each creation brings an unexpected twist, treated in a way that brilliantly ignites the senses. Take Wonderland Peony, which not only features armfuls of that flower, but pink berries and violets, Anything but cutesy, it’s given a woody-balsamic warmth by cedarwood, alongside vetiver.
London Poppy is ‘a love letter’ to the capital city, ‘a city that sees the sun through the crowds’. Bright as a sun-filled London morning, it bursts into life with Florida orange and Sicilian lemon, a marine note adding a splash of seaspray to the neroli, jasmine sambac and apricot blossom at London Poppy’s heart, before the base of hinoki woods, black amber and cedarwood ventures forth.
The fragrance which has scent critics and beauty editors most excited, perhaps, is Chypre Sublime: an utterly modern take on this sophisticated fragrance family, blending incense with Damask rose absolute, midnight violet, pink pepper and geranium, on a stunning base of benzoin, labdanum and olibanum which – as Floral Street nails it – ‘offers a resin-soaked wood table for the flowers to perch on. A fragrance for musicians, painters and poets.’
Perfumistas have recently been gravitating toward the daringly delicious Ylang Ylang Espresso: A strikingly modern and supremely wearable blend of red rose, ylang ylang and jasmine resting atop a soothing cloud of just-brewed coffee, fresh cream and Sichuan pepper – sustainably harvested from the foothills of the Himalayas. ‘A fragrance to get lost in’ they say, and oh how we love to do just that.
What’s more, all the packaging is recylable and sustainable, and the boxes have been cleverly designed to be used as seed trays, instead of being thrown away! You can read more about the ethos behind the brand on our page dedicated to Floral Street.
We could wax-lyrical about the entire collection, but the very best way is for you to try these exciting new ways to wear floral on your own skin (or to give as the perfect gifting experience). With that in mind, we’re so happy to be stocking the Floral Street Discovery Set, where you can try all 8 fragrance for just £14!
Written by Suzy Nightingale