Floral Street Scentsticks tap scentmaxxing
The British fragrance brand Floral Street has introduced solid fragrance balms called Scentsticks. The refillable products, launching in four best-selling scents, are designed for layering and on-the-go use with a 15% fragrance oil concentration. They incorporate skincare ingredients, reflect the 'scentmaxxing' and 'skinification' trends, and are priced as affordable luxury.
Floral Street has launched a new range of solid fragrance balms called Scentsticks. The British brand's founder, Michelle Feeney, told TheIndustry.beauty the products are a modern reimagining of how scent is worn, designed to offer a more portable and personal way to apply fragrance.
The launch taps into the 'scentmaxxing' trend, where consumers layer multiple fragrance formats to create a more personalised, long-lasting scent. Scentsticks are designed to be portable for personal application and touch-ups throughout the day.
The Scentstick Collection
The initial launch includes four of Floral Street's bestselling fragrances: Wild Vanilla Orchid, Arizona Bloom, Electric Rhubarb and Wonderland Peony. The solid fragrance balms can be layered over existing eau de parfums and mists, allowing consumers to build and refresh their scent.
Formulated with a 15% fragrance oil concentration, the Scentsticks are positioned to deliver a level of fragrance impact and longevity comparable to a traditional EDP. Founder Michelle Feeney explained that Scentsticks make it easy to match scent to mood, whether layering with an EDP, scent-maxing throughout the day, or enjoying a more personal application.
A Skinification Focus
The launch reflects the wider 'skinification' of fragrance trend, as brands increasingly incorporate skincare ingredients and cosmetic elements. The formula contains hyaluronic acid and jojoba oil, alongside a shimmer finish. It can be applied to areas including the collarbones, wrists and neck, combining fragrance application with skincare and cosmetic benefits.
Feeney explained that Scentsticks combine fragrance with skincare-focused ingredients and a subtle cosmetic benefit, making them a sensorial product that feels good on the skin. For the brand, it is about making fragrance a more complete beauty experience. She added that the world of scent is becoming a fully immersive beauty category.
Sustainability and Refillability
Sustainability is a core pillar for Floral Street. The Scentstick cases are designed to be retained, with snap-in, recyclable refill tubes allowing consumers to change fragrances without replacing the outer casing.
Feeney added that the refillable format was particularly important as sustainability is a core pillar of the brand, not just a trend.
Brand Strategy and Pricing
Founded in 2017, Floral Street is an independent British fragrance brand built around fragrance education, sustainability and responsibly sourced ingredients. The brand initially launched with eight fragrances and has since expanded its eau de parfum range, as well as entering the growing perfume mist category last year.
Feeney stated that being first to market is not necessarily the brand's goal, especially as an independent operating in a highly funded and competitive category. She has learned to take a trend that has potentially been set but do it the Floral Street way, so with Scentsticks, they are refillable, powered by flowers, and highly scented.
Pricing is described as affordable luxury, which Feeney concluded is crucial to success.
Ever since launching the brand almost nine years ago, Feeney has wanted to help customers become connoisseurs of fragrance and build a scent wardrobe. Scentsticks extend this layering proposition into another format for Floral Street.
The Scentsticks will be available online at Floral Street from 2 September. They launch at Boots on 9 September.
