Floral Street

British fragrance executive who had run St. Tropez, Tan, and held senior roles at Estee Lauda, watched cellophane and gilded boxes pile up in landfill in 2017. She launched a sustainable fragrance house in November of that year that refused to use any of it. Michelle Feeney founded Floral Street in London in November 2017. The hero, Wonderland Peony, Oda Parfum, retailed at 58 pounds for 50 millilitres, vegan and cruelty-free, packaged in pulp-able cardboard rather than cellophane and glass boxes. Neesh luxury fragrance had become a category where most of the price was performance, and most of the performance was branding theatre that the customer threw away within seconds of opening the box. The packaging was the move. Most luxury houses spent decades wrapping fragrance in tiered presentation that signaled price.