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At floral street we’ve
got some pretty
strong beliefs about
being a sustainable
beauty brand

Our founder Michelle Feeney explains why sustainability has been at the heart of her vision for floral street from day one

Why is being a sustainable beauty brand so important to you?

There's too much beauty packaging in the world already, particularly from fragrance brands. I get so frustrated with the amount of cellophane wraps and bottles that are not recyclable.

When I decided to create Floral Street, I was never in any doubt that it would be a sustainable beauty brand. I thought it was an opportunity to make a statement and do things differently in fragrance. I want to do good for the planet.

Tell us how Floral Street is a sustainable beauty brand?

We are sustainable every step of the way, from the ingredients right the way through to the packaging. With ingredients, I care about our suppliers and growers being treated ethically. I know that I can ring Robertet (the perfume house that we partner with) and ask exactly where an ingredient is from and how it was farmed. They are experts in sustainable raw, natural materials

Forest Stewardship Council (FSC) logo

Tell us about the Forest Stewardship Council (FSC)

This is so important. The paperboard and pulp fibres within our packaging and blotters are FSC certified. This means that the wood they come from originates from responsibly managed forests.

Floral Street Recycling Icon

What about the packaging challenges?

I'm so proud of our pulp cartons, which house our scents. They are 100% compostable, reusable and recyclable. That's an industry-first. Created in under a minute, they use less energy, with waste water being cleaned and recycled and any waste pulp composted at local farms.

Our packaging is printed with vegetable and soy-based inks, and the card and glass fragrance bottles

World Land Trust Logo

How do you work with the World Land Trust?

With patrons including Sir David Attenborough, the World Land Trust is an International Conservation Charity that protects the world’s most biologically significant and threatened habitats. We pay more for the paperboard for our packaging in order to have it carbon off-set through the Trust. In 2019, our payments supported the protection of more than 4000 sq m of critically threatened tropical forest.

What about Floral Street’s vegan credentials?

It’s incredibly important to me that we’re vegan and cruelty free, and accredited by PETA. Our fragrances don’t have real musk (which is from scent glands of animals), we don’t use beeswax in our candles and we absolutely do not test on animals. Our office golden-doodle, Jackson is very happy about this!

Does being a sustainable beauty brand matter to Floral Street customers?

It matters to our customers, who really do want less packaging, and it matters to our retailers like Selfridges, Sephora and Mecca. What's interesting though is that I haven't had to wave a placard about being a sustainable beauty brand, because the fragrances speak for themselves. Customers fall in love with the fragrances and then they discover that they are sustainable and vegan, and that's even better. How brilliant is that?

When it comes to sustainability, the food industry is way ahead of the beauty industry.

What other sustainable brands inspire you?

When it comes to sustainability, the food industry is way ahead of the beauty industry. There are a lot of wonderful brands in the food industry that are being very transparent about where their ingredients come from and sustaining communities around that.

don’t talk the talk, walk the walk

What do you say to other brands who trying to be sustainable?

If you want customers in the future, you have to think about the future of the planet. We’re losing oceans so you have to take the leap. We’ve got to embrace the future. If you really want to make change, don’t talk the talk, walk the walk.

master perfumer Jerome Epinette at Robertet

So it’s all about considered consumption?

Importantly, we’re part of the slow beauty movement. You won’t find us churning out scent after scent designed to make you buy more. We take the time to truly craft each of our signature Floral Street perfumes with our master perfumer Jerome Epinette at Robertet.

reusable, recyclable or biodegradable
packaging. expect nothing less.

the tube

It’s never been more vital to address the global issue of plastics. Floral Street researched innovative biotechnologies to package our luxury bath and body collection. Our vegan Body Washes and Body Creams come housed in boldly coloured ‘happy plastic’ tubes made from sustainable sugarcane bioplastic. This renewable, biomass source creates packaging that is durable and 100% recyclable.

Our vegan Body Washes and Body Creams come housed in boldly coloured ‘happy plastic’ tubes made from sustainable sugarcane bioplastic
Our vegan Body Washes and Body Creams come housed in boldly coloured ‘happy plastic’ tubes made from sustainable sugarcane bioplastic
Our vegan Body Washes and Body Creams come housed in boldly coloured ‘happy plastic’ tubes made from sustainable sugarcane bioplastic
Our vegan Body Washes and Body Creams come housed in boldly coloured ‘happy plastic’ tubes made from sustainable sugarcane bioplastic
floral street sustainable box

the box

We get it. You love fragrance, but you don’t feel so good about all the packaging that comes with it. We feel the same so, we made it our mission to create a totally new way to house your perfume, a way to deliver it to you without using the same amount of energy or incurring the same amount of waste.

We did it. Each floral street fragrance comes tucked inside a groundbreaking pulp carton with an embossed lid, made from recyclable paper packaging and held together with a re-usable brightlycoloured band. We’re proud that we can off er a totally recyclable and biodegradable box - a fi rst for the world of fragrance.

the 1-minute box

10s

Part-recycled water is added to the precision-weighed fibre inside a pulper.

20s

The diluted pulp is taken to the thermoforming machine which forms the fibres according to a custom mould

30s

Mechanical and renewable energy is applied to the mixture

40s

Heat is added and the pulp is pressed in several stages

50s

A specialist dye is blended in, using an Elemental Chlorine Free (ECF) bleaching process.

60s

And that’s it. From wet pulp to a finished box in less than a minute

We love Floral Street, even more for it's biodegradable (but super chic) pulp carton

The pulp cartons that house the fragrances are biodegradable and therefore won't contribute to the amount of waste sent to landfill

re-use your bottle at our fragrance refill station

We are doing more every day on our journey to being as ethical as we possibly can and now even have a refill fragrance station in our Covent Garden store! Bring your bottle back to us for refill and you’ll receive a 20% discount.