Putting sustainability at the heart of their scents is not only for World Earth Day at Floral Street – their award-winning reusable, recyclable and biodegradable pulp fragrance box now contains 20% upcycled coffee cups, giving new life to previously unrecyclable waste, every single day. They’ve already upcycled 350,000 used coffee cups to date – proving you can have beautiful and sustainable packaging that is kinder to our planet, while still enjoying fabulous (and now multi award-winning) fragrances.
Founder Michelle Feeney explains…
‘There’s too much beauty packaging in the world already, particularly from fragrance brands. I get so frustrated with the amount of cellophane wraps and bottles that are not recyclable.
When I decided to create Floral Street, I was never in any doubt that it would be a sustainable beauty brand. I thought it was an opportunity to make a statement and do things differently in fragrance. I want to do good for the planet.
We are sustainable every step of the way, from the ingredients right the way through to the packaging. With ingredients, I care about our suppliers and growers being treated ethically. I know that I can ring Robertet (the perfume house that we partner with) and ask exactly where an ingredient is from and how it was farmed. They are experts in sustainable raw, natural materials
I’m so proud of our pulp cartons, which house our scents. They are 100% compostable, reusable and recyclable. That’s an industry-first. Created in under a minute, they use less energy, with wastewater being cleaned and recycled and any waste pulp composted at local farms. Our packaging is printed with vegetable and soy-based inks, and the card and glass fragrance bottles are widely recyclable.’
‘We get it.’ Michelle continues: ‘You love fragrance, but you don’t feel so good about all the packaging that comes with it. We feel the same so, we made it our mission to create a totally new way to house your perfume, a way to deliver it to you without using the same amount of energy or incurring the same amount of waste.
We did it. Each floral street fragrance comes tucked inside a groundbreaking pulp carton with an embossed lid, made from recyclable paper packaging and held together with a re-usable brightlycoloured band. We’re proud that we can offer a totally recyclable and biodegradable box – a first for the world of fragrance…’
Cruelty free, ethically souced and vegetarian and vegan friendly, Floral Street prove that perfumistas can care for the planet while still enjoying fine fragrance. Read even more about their ethos in our page dedicated to this forward-thinking fabulous house…
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