Fragrance brand Floral Street has become a Patron of UK industry body the British Beauty Council (BBC), pledging its support towards shaping the industry's future.
Joining a strong line-up of beauty brands and retailers including L'Oreal, Estee Lauder and Boots, the sustainable fragrance brand will support and contribute to projects such as industry reports and educational programmes designed to drive positive change and enhance the future and reputation of the UK beauty sector in the UK.
In addition, Floral Street will enjoy a range of benefits from the BBC, including coverage on the organisation's social media and blog posts, contributions to panel talks and a hand in future event curation and collaboration, among others.
Michelle Feeney, founder of Floral Street, said: “When I launched Floral Street as a sustainable fragrance brand in November 2017, I wanted it to be a beacon for change, challenging and stimulating the beauty industry.
“I feel proud to fly the flag for British Beauty as an independent British fragrance brand. I think the British Beauty Council has gathered fantastic momentum representing the voices of our industry and raising its reputation through education and innovation.”
Feeney is no stranger to the BBC, as she is currently a member of the organisation's Sustainable Beauty Coalition (SBC), which formed in June to accelerate the sector's eco-friendliness, alongside Weleda’s Managing Director Jayn Sterland and Beauty Kitchen founder Jo Chidley.Floral Street's patronage follows a landmark year for the BBC, which this
January made history by securing a dedicated team within the UK government for the beauty and personal care industry, which previously had been lumped under the hospitality or leisure umbrellas, described as a “game-changer” in recognising the industry's importance and contributions to the economy and driving future policies.
Feeney added: “Coming together and being united gives us a more powerful voice for business and for change in the industry.”