Floral Street founder Michelle Feeney on why overpriced fine fragrance is past its best

The former CEO of St Tropez explains why its time for a new way of thinking about perfume – and the disadvantage of smelling like Beyoncé's armpit

Michelle Feeney is one of the beauty industry’s big success stories – yet remains largely unknown to consumers.

She made her name as part of the team that launched the super luxe Crème de la Mer moisturiser, while at The Estée Lauder Companies she brought charity to the forefront of MAC’s communications with the MAC Aids Fund.

Dubbed ‘the pale queen of St Tropez’ by UK media, Feeney is perhaps best-known for turning around the struggling tanning brand, transforming its outdated ‘you’ve been tangoed’ association for the more sophisticated ‘self-tan’ and ‘skin finishing’ message.

Now the veteran is creating an empire of her own with the launch of Floral Street. She wants to take fine fragrances out of glass cabinets and into consumers’ every day routines.

Dissatisfied with the beauty industry’s lack . . .

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