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Our Story

“Floral Street a brand built on the streets of London. A city where women are proud to be themselves and proud to represent their culture. Floral Street is about breaking with tradition. It’s about peeling back the curtain of the secret world of fragrance. It’s about ease, modernity and joy.”

 Michelle Feeney, Floral Street founder is something of a beauty powerhouse. She started PR,  before moving to New York and being rapidly headhunted by Estée Lauder Companies to work on Prescriptives and Crème de la Mer before being promoted to Vice President, Global Communications of MAC Cosmetics following their acquisition by Estée Lauder Companies. She led MAC to become the world’s biggest make-up brand, spearheading the legendary MAC AIDS Fund and Viva Glam initiatives, realising that beauty could create broader social awareness and change. After moving back to the UK, went on to become CEO of St Tropez (pioneering their Princes Trust collaboration) CEO of PZ Cussons Beauty Division, before taking a career sabbatical. Michelle is now back with Floral Street, a modern British fragrance brand with sustainability and eco-responsibility at its very core.


“My mission is to bring fine fragrance to the modern woman – so that she might build an entire fragrance wardrobe which can express the many facets of who she is. Since the age of three, when I first smelt the gardenias in my great grandmother’s cottage in Ireland, I’ve been captivated by the power of scent and how it links to your personality.  
I find urban, British women so inspiring: they are strong, confident and inquisitive, so I decided that Floral Street would be a collection of incredible fragrances built with them in mind and created by one of the best noses in the world. And, it was important to me that it should be accessible and affordable, too.
I think of Floral Street as an ‘up-start’ brand. Yes, we’re a start-up, but we’re also doing everything differently, from making recyclability and sustainability the core of our brand, a first in fragrance. I’m also against the use of using sexuality to sell scents – it’s degrading and old fashioned- we want to change the conversation around that.”


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