When it came to finding a signature scent, Michelle Feeney was tired of brands only using sex appeal to sell their fragrances.
In 2017, she launched her own vegan, cruelty-free, and sustainable fragrance brand Floral Street.
“We don’t use the word sex at all in the whole brand,” Michelle says.
Michelle is responsible for catapulting brands like Creme De La Mer, MAC, and St.Tropez to cult-favorite status.
Noticing a large gap in the industry, Michelle set out to create a contemporary and sustainable fragrance brand, paying close attention to each step of the sourcing, mixing, and packaging process.
Floral Street provides clear and transparent details about all of their ingredients, manufacturing partners, and even provide step-by-step instructions for composting or reusing the containers that house their scents.
“Nobody was educating the consumer on fragrance and what they were smelling; [it was] really quite old-fashioned actually, five years ago, [since] nobody was telling the ingredients story”, Michelle says. “I took a lot of ideas from the food industry and from wine tasting.”
She was inspired to stand out even more, and take it a step further.
Michelle and her team equip all of their retail partners and employees with the tools to educate potential customers on their brand and scents as a whole.
At their flagship store in Covent Garden, and now online, they host Scent School, a fun and engaging way for people to learn more about perfume.
“So you can pay for Scent School in a box, you log on and do a Scentschool with scratch-and-sniff cards, and we’ll teach you about those ingredients, where they come from, and really demystify fragrance”, Michelle says.
Tune in to the latest episode of Shopify Masters to learn how Michelle and the team at Floral Street are creating sustainable, flower powered fragrances that educate and excite.