Arizona Bloom

Floral Street is an independent British house founded by Michelle Feeney, whose creations are all signed by Jérôme Epinette, master perfumer at Robertet. Arizona Bloom was unveiled at the end of June 2020, in the middle of lockdown, and sold on the brand’s website from July.

Michelle Feeney says she conceived it for the urban cowgirl: everyone, in her view, knows the urge to run free and reconnect with nature, especially in a world saturated with technology. She wanted to capture a feeling of total freedom and encourage the slow beauty movement.

In 2021, Arizona Bloom won Best Independent Fragrance at the British Fragrance Foundation Awards, which the industry calls its Oscars. Michelle Feeney sees it as recognition of a creative approach mindful of the environment, one the brand also applies to its boxes.

The house offers it in ten, fifty and one hundred milliliter sizes, at twenty percent perfume oil. It makes it in the United Kingdom with natural and synthetic materials supplied by Robertet, and presents it as vegan and cruelty-free, approved by PETA and Leaping Bunny.

What the house says

The house describes it as a dry floral amber, freedom and happiness in a bottle, between endless skies and eternal sunshine. It says the scent is inspired by the flora and fauna of desert landscapes, with a Balinese coconut that evokes a nomadic sense of freedom.

Floral Street speaks of a slow scent that takes you right back to nature, and presents it as unisex. Its product description intends it for sunny, euphoric, nomadic and free-spirited temperaments, and promises a joyful reconnection with the wild outdoors.