Floral Street is an independent British fragrance house founded in 2017 by Michelle Feeney. Inspired by London's vibrant culture and the expressive power of scent, the brand was created to make fine fragrance feel modern, accessible and individual. Its philosophy centres on fragrance as a way to express different moods and facets of personality, rather than conforming to traditional ideas of how perfume should be worn or marketed.
The name Floral Street came to Feeney while walking through London's Covent Garden, reflecting the connection between the brand and the city that helped inspire it. Although flowers are central to its identity, Floral Street extends well beyond traditional floral perfumery, exploring fruity, gourmand, woody, fresh, spicy and amber compositions. The result is a versatile collection that balances familiar ingredients with contemporary interpretations.
A defining part of the brand is its commitment to more considered fragrance production. Floral Street works with the French fragrance house Robertet to develop perfumes using responsibly sourced ingredients. Its fragrances are made in the UK and are certified vegan and cruelty-free, with an emphasis on traceability and reducing the environmental impact of packaging. The brand has also challenged conventional fragrance packaging through its use of recyclable, reusable and biodegradable materials.
Floral Street's collection offers a broad range of olfactory styles. Wonderland Peony combines blackcurrant, pink pepper, peony and candy floss for a bright, fruity floral with a sweet finish. Wild Vanilla Orchid takes vanilla in a warmer direction, blending creamy sweetness with woods and amber-like facets. Ylang Ylang Espresso explores a richer contrast between aromatic coffee and floral notes, while Neon Rose brings a vibrant, modern interpretation to rose.
The brand also explores fragrance through creative collaborations. Its collection with the Van Gogh Museum brings fine art and perfumery together, drawing inspiration from the artist's relationship with nature and colour. These projects reflect Floral Street's wider approach: fragrance can be playful, expressive and imaginative while remaining wearable.
From fresh florals and sparkling fruit to comforting vanilla, rich gourmand notes and deeper woody accords, Floral Street offers options for different tastes and occasions. Its contemporary approach makes it an accessible introduction to modern British perfumery, whether you're searching for an everyday signature scent or something more distinctive.
At The Perfume Apothecary, you can explore genuine Floral Street perfume samples in the UK, giving you the opportunity to discover your preferred fragrance and experience it on your skin before investing in a full-size bottle.
