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Five Minutes with Floral Street Founder Michelle Feeney

As far as beauty industry résumés are concerned, Michelle Feeney’s is as impressive as they come. From launching Creme de La Mer with Estée Lauder, to transforming St Tropez into a multimillion-dollar company as the CEO, there’s not a lot Feeney hasn’t done. But now, for the very first time, Feeney is taking the reins of her own beauty company. “I realised there wasn’t a fragrance brand that inspired women to be expressive and gave them the option to … change their perfume as often as they change their shoes,” Feeney states.

So, with the desire to transform perfume into an everyday luxury for all beauty lovers to enjoy, Floral Street was born. “Fragrance means life to me,” says Feeney. “Smell is a very special sense, which informs our mind and body on how to act. It affects our mood and therefore is crucial to feeling good.” Feeney describes Floral Street as a contemporary British fragrance house inspired by the idea of bunches of flowers rather than bouquets. “We are less formal – our perfumes are a modern take on a floral, which brings a surprising twist for everyone,” she says. “

By creating eight fragrances based on moods, we’re giving the customer the option to express her mood that day.” Feeney has ensured that Floral Street is affordable, so everyone can enjoy fine fragrance. But that doesn’t mean any luxury has been spared in the making. “Our perfumes are eau de parfum and have a 20 per cent perfume oil base, which means they last longer on the skin,” says Feeney. Then there’s the packaging. With the beauty industry’s sustainability efforts in the spotlight more than ever, environmentally conscious packaging was non-negotiable for Feeney. Floral Street’s packaging is recyclable, reusable and compostable.

To help fragrance lovers understand what goes into each scent, Floral Street hosts a monthly workshop – known as ‘Scent School’ – in their flagship boutique in London’s Covent Garden. “It takes eight years and counting to become a nose, so we are not trying to train at that level,” explains Feeney. “We help you learn about the ingredients you’re smelling, where they are from, how perfume works. I wanted to introduce the world to the idea of ‘connoisseurship of fragrance’ like the food and drinks industry has helped the consumer be more expert in what they are eating and drinking.” Feeney hopes fragrance fanatics will love the honesty and uniqueness of Floral Street.

“The reason I started Floral Street with eight fragrances at an affordable price is that I wanted women to be able to experience more than one fragrance,” she says. “Women are amazingly complex characters, and we need to be able to express ourselves differently as the mood takes us.” There are even fragrances for those who aren’t usually attracted to floral scents. “Jerome Epinette, our nose, has created modern takes on traditional florals,” Feeney states. “Neon Rose is, as it suggests, a perfume that smells like a rose would if it were neon. Black Lotus we describe as an English rose in a leather jacket. Florals as you have never smelled them before.”

Floral Street is available at Mecca now or shop the collection online right here

Keep Your Tresses Healthy & Radiant Once Winter Arrives

There’s nothing quite like stepping out of the salon with the radiant, healthy tresses of your dreams. But with everything from the weather to our hormones wreaking havoc on our locks, ensuring every day is a great hair day can take a bit of work. With autumn on the way, one of the best places to start with overhauling your haircare routine is to start reassessing your needs for the cooler months. “The changing seasons tends to dictate what hobbies we are doing,” says Joico expert and owner of Cocoon Salon, Felicity Bruce. “Sunny days at the beach can leave your hair dry and in need of hydration.” And while the cooler months might offer some respite from the surf, sun and sand that comes hand in hand with summer, that doesn’t mean you should let your guard down with a change in seasons.

Unfortunately, New Zealand’s harsh sun can still damage hair throughout the cooler months. Bruce explains that bright winter sun and cold weather can be just as harsh on hair, especially for those who enjoy skiing and snowboarding. To fend off UV rays and keep tresses hydrated, Bruce recommends keeping multi-tasking products on hand – she swears by Joico K-Pak Color Therapy Luster Lock Multi-Perfector Daily Shine & Protect Spray. Because everyone’s hair and lifestyle different, Bruce says it’s important to chat to your hairdresser as the seasons change to create a haircare routine that works for you.

“Every season requires different solutions for your hair,” she says. “Your hairdresser is there for you to work out your hair needs, they see your hair regularly and they will recognise any change in condition or if you change your colour and it needs special care and attention they will give you the best advice.” An appointment with your hairdresser is the perfect opportunity to discuss any concerns that you might have with your hair says Bruce. “Hairdressers love to problem solve and they want you to have happy, healthy hair and that might be really simple for you to achieve, but they need to know what your concerns are or what you find difficult,” she says. A good hairdresser, Bruce says, will also tell you if your hair goals are unachievable.

The Root of the Problem
While we spend a whole lot of time styling and caring for our locks, most of us tend to overlook our scalp which plays a vital role in how healthy our hair is. “Scalp health is so important for hair growth and general wellbeing,” explains Bruce. Whether it’s a dry, flaky scalp that’s your suffering from or an oily scalp that’s contributing to dull, greasy hair, Bruce says the best course of action to take is to work out the cause quickly and start treating the problem. “Your hairdresser will be your best place to start as they will be able to see if your scalp is irritated and if there are any dry flakes, sebum build-up or dermatitis,” she explains.

Bruce says that scalp issues can often come down to lifestyle and she always starts by asking clients about their diet, stress levels, hormones and exercise. It’s not until she has an understanding of her client’s lifestyle that she will ask about the frequency of washing, products and styling techniques used. “Some of our rural clients an oily scalp because of their water, for others it can be a hormonal problem and for some people incorrect shampoo or conditioner,” she explains. “There are always clues and sometimes it takes patience and trialling a few products or tweaking your regimen before you find the winning solution.” For those with locks which always seem to be oily, Bruce recommends easing off on the conditioner. “Use it only on the ends for a week or two to see if the roots improve before testing other products,” she says. A diet rich in omega-rich foods such as fatty fish, avocado and nuts can benefit our scalp and tresses too says Bruce. “If you are struggling to maintain a diet that includes everything you need for healthy hair, supplements can be a great option to top up what you need,” she adds.

The Day-to-Day
Our everyday haircare routine plays a huge role in the overall health of our hair and even thinking about how often you wash your hair could make a difference to your tresses. While Bruce says everyone is different, she tends to recommend washing hair every second day and then adjust accordingly once you’ve assessed your lifestyle and hair concerns. As for whether it’s okay to wash hair every day, Bruce says it really depends on the individual. “Is your hair oily? Does it flat through the day? Are you exercising daily and need to wash it every day?” There are considerations you should make if you do wash your hair every day. “If you are washing daily you want to ensure hydration as well as cleansing especially if your hair is coloured,” Bruce explains. “If your hair is fine and you need to wash it daily for styling reasons then a volume-enhancing shampoo is your best friend.”

Reaching for the hair dryer, straightening iron or curling wand is something a lot of us do each morning which is why Bruce says coupling heating styling tools with protective products that fend off damage from heat while hydrating locks is essential. Bruce says it’s also important to always assess the ends of your hair and explains that if you’re struggling to achieve your usual polished look you might need a trim. “Never underestimate the benefits of regular trims and don’t leave it more than six weeks,” Bruce says. “If you like your hair long then find a stylist who believes in millimetres not centimetres.”

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