Fragrance house

Floral Street

Floral Street was founded by Michelle Feeney in November 2017 as an independent British fragrance brand. Its name comes from Floral Street in Covent Garden, London, and its identity draws on London culture, informal “bunches of flowers” and approachable fragrance education. Sustainability was part of the founding proposition, with sustainably sourced ingredients, recyclable, reusable or compostable packaging, and vegan products. Self-funded at launch by Feeney and her husband, the brand remained fully owned by Feeney as of March 2025. Feeney developed fragrances with master perfumer Jérôme Epinette, using mood boards sent from London to Robertet in New York; that process remains part of Floral Street’s creative method. After launch, the brand received awards from Woman & Home, Cosmopolitan, COPRA and The Fragrance Foundation. Wonderland Peony is presented as a bestselling, award-winning fragrance, with a dedicated collection built around the scent and its floral variations.