What Floral Street is known for

Floral Street is a British fragrance brand founded by Michelle Feeney, formerly of Estee Lauder Companies, MAC Cosmetics and St Tropez. The house describes its scents as vegan and cruelty free, built on sustainable ingredients with recyclable packaging. Perfumes, perfume mists and discovery sets sit beside collaborations with the Van Gogh Museum and Bridgerton. The Covent Garden flagship closed after five years, and the brand now sells online and through retailers.

Floral Street was created by Michelle Feeney after a career that moved from public relations into senior beauty roles. Her work included Prescriptives and Crème de la Mer before she became a global communications vice president at MAC Cosmetics. Feeney later led St Tropez and the beauty division of PZ Cussons before returning to fragrance. The company describes itself as a modern British house shaped by London and built around environmental responsibility. Recyclability was part of the founding brief rather than a programme added after launch. The current range extends beyond eau de parfum into perfume mists and discovery sets, plus products for the home. Collaborations with the Van Gogh Museum and Bridgerton give the catalogue a clear cultural thread. The house also identifies its formulas as vegan and cruelty free, while highlighting sustainable ingredients. Discovery wardrobes provide the practical entry point because they let several compositions be worn before committing to a bottle. Floral Street therefore makes its case through the founder's beauty experience and the environmental rules applied to its products.