LONDON — What does a racy 18th century romance smell like?
Michelle Feeney, founder of Floral Street fragrances, is answering that question with the first “Bridgerton” fragrance, in partnership with Netflix, to coincide with the release of the costume drama series’ fourth season at the end of January.
Feeney, who founded Floral Street in 2017 and serves as CEO, said she worked in lockstep with Netflix on what will be her brand’s 13th fragrance. She was privy to the much-guarded storyline, set design, and even the flower arrangements.
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Although details of the fragrance haven’t been revealed, she said in an interview that it’s a “floral gourmand,” which would fit the indulgent, party-hearty Regency period.
The perfumer Jérôme Epinette, who created all 12 Floral Street fragrances and is known for his use of natural ingredients, developed the new scent in partnership with fragrance house Robertet.
Feeney described the collaboration as “a celebration of storytelling, sustainability, and scent. We’re proud to bring the romance of Bridgerton to life in a way that feels modern, meaningful, and utterly captivating. It’s about love, identity, and the joy of adorning your world with fragrance that speaks to the heart.”
Asked about the process of working with Netflix, Feeney described them as “very, open, very commercial” and also particular about protecting their brands and logos. “They are very careful about their properties, and how they are portrayed,” she said.
Feeney added that the Netflix team tested all of the fragrances to ensure the final scent was on-brand. As part of a two-year licensing deal with Netflix, there are plans to launch bath and body scents, too.
The sell-in, she added, has far exceeded expectations “and helped Floral Street enormously.”
She said that working with Netflix on the project has convinced her of the power of “fandom. People love the lifestyle they see on screen. They want to live like a Bridgerton, and smell like one too,” she said.
This isn’t the first time that Floral Street has worked on a scent that conjures the mood of past centuries.
In 2021, Floral Street became the first fragrance partner of the Van Gogh Museum with a scent called Sunflower Pop, inspired by the artist’s “Sunflowers, 1889” painting.
At the time, Feeney had inked a four-year deal across fragrance and scented home products inspired by the work of Van Gogh. Her aim was to get audiences around the world talking about “fine art and fine fragrance” in the same breath.
She said Sunflower Pop remains one of Floral Street’s bestsellers, and she’s hoping the Bridgerton scent will also “live on in our collection.”
Feeney, a former Estée Lauder Cos. executive, founded Floral Street as an accessible beauty brand underpinned by sustainable practices. The brand, which remains independent, prides itself on being “powered by flowers” and inspired by the diverse and vibrant culture in London.
It creates vegan and cruelty-free perfumes and home scents using fully traceable, responsibly sourced ingredients. The packaging is reusable, refillable, recyclable, or biodegradable. It is distributed in the U.K. and internationally including the U.S., Australia and New Zealand.