If it was, as described, the ‘ethereal view of nature captured within Van Gogh’s Almond Blossom, 1890 masterpiece’ that inspired Floral Street’s latest Van Gogh Museum collaboration, it was the company’s dedication to its sustainable production methods that landed it a mention in Products of Change.
Yes, Floral Street has done it again, expanding on the hugely successful Sunflower Pop! Range introduced in 2021 with the launch of Sweet Almond Blossom eau de parfum, a new home fragrance developed by Floral Street founder Michelle Feeney and master perfumer Jerome Epinette.
Protecting the environment comes second nature to Floral Street’s renowned ‘nose’ and VP Fine Fragrance Perfumer at Robertet, Jerome Epinette. His company leads the world in sustainable, organic raw materials in perfumery while its fragrance innovations are crafted around responsible sourcing that assures full traceability and security of supply.
Not only that, but the team supports communities around the world through long-term relationships.
“I was deeply inspired and moved by the iconic colours and emotion of this painting. For a simple subject there was so much complexity and storytelling in the shapes and movement of the branches,” said Jerome.
“I captured this dynamism with a sparkling top from natural pomelo and focused on the matcha and apple blossom in the heart for a clean, crisp but also lush floralcy, to emphasise the multi-dimensionality. I ended with creamy vanilla and woods in the back for signature and warmth.”
Michelle Feeney, founder of Floral Street, added: “Van Gogh’s art resonates with so many people of all ages around the world and my personal connection to this masterpiece has enabled me to reset and evolve my blue-sky thinking. To express his uplifting Almond Blossom masterwork in a fragrance is a massive gift I’m personally proud of.”
As responsible leaders in beauty, Floral Street has been recognised globally for its eco-conscious packaging solutions. Each Sweet Almond Blossom 50ml and 100m eua de parfum cones tucked inside a biodegradable pulp box, wrapped in an FSC certified sleeve featuring close crops of Van Gogh’s masterpiece.
Crafted via methods of reuse, repurpose, recycle, and upcycle, these plastic-free boxes are created with high quality recycled fibres and 100% natural renewable wood fibres from responsibly managed forests.
The packaging is also mixed with 20% up[cycled takeaway cups using ‘world first’ CupCycling technology to give new life into previously non-recyclable waste.
Marijn Veraart, head of global licensing at Van Gogh Museum, said: “We are extremely excited about the launch of the new fragrance that honours our incredible Almond Blossom in the most graceful way.
“Every product in our joint range celebrates the love of nature and finding beauty in the everyday. Partners like Floral Street help us to develop innovative, sustainable means of inspiring people with Vincent’s work and life.”
