FLORAL STREET is a modern, British, award-winning fine fragrance brand that was founded in November 2017 by Michelle Feeney, who is passionate about sustainability and affordability. This is at the core of everything they do, as she believes beauty shouldn’t cost the Earth. Their fragrances are vegan and cruelty free, certified by PETA (People’s Ethical Treatment of Animals) and they work with world renowned master perfumer, Jerome Epinette, of Robertet, to use the finest sustainable and responsibly sourced synthetic and natural ingredients. So their fine fragrances are created with ‘care for the planet’ in mind and based on individuals moods and personalities. The FLORAL STREET packaging is recyclable, reusable, compostable and in our Covent Garden, London flagship store, we offer a fragrance refill service and gift ribbon that is made from recycled plastic bottles. All steps towards a more sustainable future in beauty.

When I founded this brand, I wanted to challenge myself and the beauty industry to do things differently.  I want to help consumers become connoisseurs of fragrance in a fun, accessible but also responsible way.  Michelle Feeney, FLORAL STREET Founder. 

Sustainability has always been at the very heart of FLORAL STREET. When founder, MichelleFeeney launched her award winning, British fragrance brand two years ago, being responsible was at its core.

All their fragrances are vegan and cruelty free, certified by PETA (People for the Ethical Treatment of Animals) and they’re passionate about continuously looking for the most planet-friendly solutions to sustainability. They chose fragrance house partner, Robertet, because they are a world leader in sustainable, natural raw materials. They ensure all are traceable to source and they only use the highest quality, sustainable natural ingredients. For example, our Electric Rhubarb scent includes Australian sandalwood because the most-commonly used Indian sandalwood, is over-harvested. Whenever they can, thet use super critical CO2 extraction, for a cleaner natural oil extraction, which also uses lower temperatures for less energy wastage.

All their cardboard outer packaging is sustainably sourced and recyclable and they are leading the way with their eco hero – a ground breaking wood pulp fragrance carton. This is the responsible alternative to the traditional plastic cartons or foam inserts that usually encase perfumes. The FLORAL STREET pulp cartons are compostable and reusable – you can even grow seeds in them! From wet pulp to finished box in less than a minute! Waste water is cleaned and recycled and waste pulp is composted on local British farms. They use vegetable and soy-based inks, and our printing plates are laser-etched – no chemicals are used and they are later recycled.

They don’t stop there. Instead of cellophane, our fragrance packaging features reusable, brightly coloued, elastic bands. Their scented candles are presented in glass pots which are widely recyclable, but why not reuse them! Our entire bath and body range is housed in sleek tubes made from 75% sugar cane bioplastic which is recyclable and sustainably sourced. We even have an accreditation to confirm this comes from a bi-product of the food industry, so it’s not specifically grown just for beauty purposes.

The beautiful FLORAL STREET gift boxes are FSC certified, confirming they meet the highest environmental and social responsibility standards and the grosgrain ribbon we use in our Covent Garden flagship store is made from rPET yarn created from recycled plastic bottles.

We care about the impact on the planet but more still needs to be done to raise awareness of the harm that excessive beauty packaging has. At FLORAL STREET, we have core values of environmental consideration and sustainability and we are a company that considers every launch, says Feeney.

Their positive sustainable actions for a better environment have secured our latest accolade, a World Land Trust accreditation, which highlights they are a business doing good for the environment.

FLORAL STREET is available from floralstreet.com, the flagship store in Covent Garden, London, in selected John Lewis stores, on www.johnlewis.com, www.feelunique.com, www.next.co.uk, in Sephora in the US, Canada, Germany and Scandinavia and in Mecca in Australia and New Zealand.

The FLORAL STREET Collection include fine fragrance, bath, body and home and scented stationery.

Follow them on social media at:

Instagram: @floralstreet #streetbunch _ https://www.instagram.com/floralstreet_/ Twitter: @floralstreet_ https://twitter.com/floralstreet_
Facebook: @floralstreetfragrances_ https://www.facebook.com/floralstreetfragrances/

Christine Schott Ledes
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