Floral Street Launches Refillable Scentsticks Balms

Floral Street has launched a new range of refillable solid perfume balms called Scentsticks, tapping into the growing 'scentmaxxing' trend where consumers layer multiple scent formats to create a more personalised, long-lasting aroma. The British fragrance brand describes the new range as a modern reimagining of how we wear perfume, designed for portable, personal application.

Founder Michelle Feeney told TheIndustry.beauty that Scentsticks make it incredibly easy to match your aroma to your mood wherever you are, whether that's layering with an EDP, scent-maxing throughout the day, or simply enjoying a more personal application. The solid balms can be layered over existing eau de parfums and mists.

The Product Range and Format

The Scentsticks launch in four of Floral Street's bestselling scents: Wild Vanilla Orchid, Arizona Bloom, Electric Rhubarb and Wonderland Peony. Formulated with a 15% fragrance oil concentration, the brand positions them to deliver a level of olfactory impact and longevity comparable to a traditional Eau de Parfum, while offering a compact format designed for on-the-go touch-ups.

Skincare and Cosmetic Benefits

The launch reflects the wider skinification of fragrance trend. Beyond aroma, 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 perfume application with skincare and cosmetic benefits.

Feeney explains that Scentsticks combine scent with skincare-focused ingredients and a subtle cosmetic benefit, making them not only a way to smell amazing but also a sensorial product that feels good on the skin. For the brand, it is about making perfume a more complete beauty experience. The world of scent is becoming a fully immersive beauty category and if they can add a little something for the consumer they will.

Sustainability and Refillable Design

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 perfumes without replacing the outer casing.

Feeney adds that the refillable format was particularly important as sustainability is not a trend for Floral Street, it is a core pillar of the brand.

Brand Context and Pricing

Founded in 2017, Floral Street is an independent British fragrance brand built around perfume education, sustainability and responsibly sourced ingredients. It initially launched with eight scents and has since expanded its eau de parfum range, as well as entering the growing perfume mist category last year.

Feeney shares that ever since launching the brand almost nine years ago, she has wanted to help customers become connoisseurs of fragrance and build a scent wardrobe. Scentsticks extend this layering proposition into another format, with the concept informed by evolving perfume habits.

Feeney states that with Floral Street, an independent operating in a highly funded and competitive category, being first to market isn't necessarily the best way.

She concludes on pricing that what is also crucial to success is pricing.