Floral Street: Contemporary London Perfume Boutique

A New Chapter in Floral Fragrance

Floral Street emerged in 2017 as a fresh voice in the perfume world, founded by Michelle Feeney, a visionary with a deep passion for scent and its emotional power. Inspired by the dynamic culture of London and crafted by the acclaimed perfumer Jérôme Épinette, the brand offers a modern take on floral perfumes that emphasize natural ingredients and joyful expression. Unlike traditional bouquets, Floral Street fragrances are described as "bunches"—vibrant, energetic, and designed to reflect the multifaceted identity of the modern woman.

Craftsmanship and Sustainability at the Core

The perfumes are meticulously crafted in the UK using responsibly sourced ingredients, blending natural and synthetic elements to create luxurious yet environmentally conscious scents. Floral Street is proudly vegan and cruelty-free, certified by PETA and Leaping Bunny, and avoids harmful chemicals such as phthalates, sulphates, and parabens to protect both the wearer and the planet. This commitment extends to sustainable packaging, featuring innovative pulp cartons that reduce environmental impact.

The Covent Garden Flagship Experience

Situated at 30 King Street in London’s vibrant Covent Garden, the Floral Street flagship store offers an immersive shopping experience. The boutique’s contemporary design complements the brand’s ethos of ease and modernity, providing a relaxed space to explore the fragrance collection. Knowledgeable staff encourage visitors to engage deeply with the scents, learning about the individual ingredients and accords that make each perfume unique.

A Fragrance Wardrobe for Every Mood

Floral Street invites customers to build a personal fragrance wardrobe that can express different moods and moments. From fresh citrus florals like the London Poppy Eau de Parfum, which evokes the city’s resilience with notes of Sicilian lemon and salty marine accords, to warm, amber gourmands, the collection caters to a variety of preferences. Each scent is designed to boost confidence and bring a touch of lightness to busy lives.

Brand Philosophy and Cultural Roots

The brand’s name itself was inspired by a street sign in Covent Garden, symbolizing the deep connection to London’s heritage and contemporary style. Michelle Feeney’s vision was to create a fragrance brand that resonates with younger audiences while celebrating the city’s cultural melting pot. Floral Street stands as a tribute to British women’s strength and fashion-forward spirit, blending tradition with innovation.

Global Reach and Recognition

Though rooted in London, Floral Street’s fragrances have gained international acclaim and are available through select retailers worldwide. The brand’s award-winning status and strong sustainability credentials have positioned it as a leader in the modern perfume industry. Visitors to the flagship store can experience firsthand the joyful, fresh, and clean scents that have captivated fragrance enthusiasts globally.