floral street

Why the latest vegan perfume sold at Sephora should be on your wish list

As customers demand a more conscious approach to beauty, more and more brands are making the switch to cruelty and animal-free products. From Urban Decay to Kat Von D and Hourglass, makeup powerhouses are leading by example switching the formulas of their most popular in-demand products to include 100% conscious ingredients. And it’s picking up elsewhere in the beauty realm; fragrance producers are also jumping on the green bandwagon, with a slew of up and coming brands scrambling to meet consumers’ increasingly eco-friendly demands. Enter Floral Street, a UK-based vegan brand founded by Michelle Feeney, beauty industry heavyweight and former executive at Estée Lauder. Committed to producing fine fragrances, her company offers a modern twist on traditional floral notes through the harnessing of flowers minus the use of any ADIs (animal derived ingredients). From powdery violets to delicate peonies and sultry roses, their distinctive lineup, created by Jerome Epinette (the nose behind most Byredo fragrances), features an equally unique origin story that is just as tantalizing as the scent it represents; London Poppy was inspired by the energetic Londoners who bicycle to work everyday, while Black Lotus is a love letter to the classic English-Rose dressed in a black leather jacket. The perfumes, which are entirely vegan, also feature packaging that is both recyclable and compostable, with the brand choosing to partner with a UK paper mill to create its biodegradable cartons that box their stunning bottles. So next time you’re in the mood for something sustainable, unforgettable and completely au naturel, head to your local Sephora for one of Floral Streets game changing fragrances