• Explore. Learn. Thrive. Fastlane Media Network

  • ecommerceFastlane
  • PODFastlane
  • SEOfastlane
  • AdvisorFastlane
  • LifeFastlane

How Floral Street Is Changing The Perfume Industry, One Ingredient At A Time


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.

Floral Street founder, Michelle Feeney.
Michelle Feeney is committed to creating a fresh and informative shopping experience for her customers. Floral Street

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.”

Floral Street’s best selling discovery kit.

Floral Street’s best selling discovery kit contains 8 of their most popular scents.  Floral Street

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.

 A Floral Street employee holds a fragrance test sample.
Floral Street ensures their employees and retail partners are educated on their ingredients and impact. Floral Street

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.

Join 446,005 entrepreneurs who already have a head start.

Get free online marketing tips and resources delivered directly to your inbox.

No charge. Unsubscribe anytime.

This originally appeared on Shopify and is made available here to cast a wider net of discovery.
The Shopping Habits Of Gen Z: Trends & Statistics For Marketers

The Shopping Habits Of Gen Z: Trends & Statistics For Marketers

How To Promote Your Loyalty Program On Instagram

How To Promote Your Loyalty Program On Instagram

You May Also Like