A London-inspired modern British fragrance brand founded by Michelle Feeney, named after Floral Street in Covent Garden and known for approachable, vegan and sustainable perfume.
Floral Street makes perfume, from eau de parfum to travel and gift sets, and the brand is built around making fine fragrance more approachable. Its founder describes the aim as "beautiful fragrances at the right price point and with heart, not just the nose". The brand's story says its products are inspired by London, and its name comes from Floral Street in Covent Garden. The founder says its fragrances were created by one of the best noses in the world, though we did not find the perfumers named on the pages we read.
The company was founded by Michelle Feeney, who spent about 30 years in the beauty industry, with senior roles at Estée Lauder Companies, MAC Cosmetics, St Tropez and PZ Cussons Beauty, and with Bumble & Bumble and Crème de la Mer according to one interview. After taking a break she saw a gap in the fragrance market. She set out to build a modern British brand that is approachable and informal, and she describes the brand as "bunches of flowers" rather than bouquets. The brand's mission, on its own site, is to make fine fragrance accessible to modern women so they can build a wardrobe of scents that reflect different sides of their personality.
The UK link is its London roots: the brand has a Covent Garden store, a journal post on its own site called "Our Covent Garden store", and its products are sold in UK department stores and other retailers, including a launch in Marks & Spencer in 2023 and a partnership with John Lewis. It is also sold in other countries. We did not confirm where its head office is or how many people work there from the pages we read.
On values, the founder says sustainability and veganism are central, and that packaging is a key way to show it; she presents recyclability as a core focus and says the brand opposes using sexuality to sell scents. In an interview she called the company an "upstart", not a start-up, saying it deliberately challenges fragrance industry conventions, and in-store staff are known as "floralistas". These are the founder's claims and we have not checked them independently.
A fragrance brand this size still needs a range of people. There are product developers who work with perfumers, packaging and sustainability specialists, marketing and social media teams, retail staff in the Covent Garden shop, sales and wholesale managers who deal with department stores, and finance and operations staff. If you enjoy creativity, scent, storytelling or business, those are the doors to look at. The company's own website is the best place to check current roles.
Website: www.floralstreet.com
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