49. Fragrance Brands *Should* be Educating the Consumer (w/ Floral Street Founder Michelle Feeney)

Veteran beauty exec turned fragrance founder Michelle Feeney is in the Perfume Room today. Michelle's illustrious background in the industry spans everything from launching Creme de la Mer, spearheading the MAC AIDS initiative as the VP Communications, and later becoming the CEO of St Tropez. Today, she is the Founder and CEO of Floral Street, a fragrance brand known for its sustainable packaging and ingredients. Michelle and I chat about everything from her glam PR life in NYC in the 90s, the process of collaborating with renowned Master Perfumer Jerome Epinette, Floral Street’s expansion into the home space, how her family's wine business informed the brand's creative direction, and of course, the most memorable piece of advice she ever received… from Liza Minelli. FRAGS MENTIONED: Au Pays de la Fleur D'Oranger Neroli Blanc Intense, ALOF Freckled and Beautiful, PdM Oriana, By Kilian Love Don't Be Shy, Memo Sintra, Nobile 1942 Perdizione, Floral Street: Sunflower Pop, Black Lotus, Iris Goddess, Ylang Ylang Espresso; Prescriptives Calyx, Floral Street: Wild Vanilla Orchid, Wonderland Peony; Dior poison, Revlon Charlie, Cacharel Anais Anais, L’Artisan Parfumeur, Floral Street: Chypre Sublime FOLLOW: @floralstreet_ DISCOUNT: www.floralstreet.com PERFUMEROOM20 for 20% off VOTE FOR TFF Awards: fragrance.org