Floral Street taps into ‘scentmaxxing’ trend with new refillable Scentsticks

Floral Street is leaning into the growing scentmaxxing trend with its latest launch, Scentsticks, tapping into consumers’ appetite for layering multiple fragrance formats to create a more personalised, long-lasting scent.

The British fragrance brand describes the new range as a "modern reimagining of how we wear scent", designed to offer a more portable and personal way to apply fragrance.

Launching in four of Floral Street’s bestselling fragrances - Wild Vanilla Orchid, Arizona Bloom, Electric Rhubarb and Wonderland Peony - the solid fragrance balms can be layered over existing eau de parfums and mists, allowing consumers to build and refresh their scent throughout the day.

Formulated with a 15% fragrance oil concentration, the Scentsticks are positioned to deliver a level of fragrance impact and longevity comparable to a traditional EDP, while offering a compact format designed for on-the-go touch-ups.

Speaking exclusively to TheIndustry.beauty, founder Michelle Feeney, said: "Scentsticks make it incredibly easy to match your scent to your mood wherever you are, whether that’s layering with an EDP, scent-maxing throughout the day, or simply enjoying a more personal application."

The new launch also reflects the wider “skinification” of fragrance trend, as brands increasingly incorporate skincare ingredients and cosmetic elements into fragrance products.

Beyond scent, the formula contains hyaluronic acid and jojoba oil, alongside a shimmer finish. It can be applied to areas including the collarbones, wrists and neck, combining fragrance application with skincare and cosmetic benefits.

"Scentsticks combine fragrance with skincare-focused ingredients and a subtle cosmetic benefit, making them not only a way to smell amazing but also a sensorial product that feels good on the skin. For us, it is about making fragrance a more complete beauty experience," explains Feeney.

"The world of scent is becoming a fully immersive beauty category and if we can add a little something for the consumer we will."

Sustainability is also a central part of the range. The Scentstick cases are designed to be retained, with snap-in, recyclable refill tubes allowing consumers to change fragrances without replacing the outer casing.

"The refillable format was particularly important to us as sustainability is not a trend for Floral Street, it is a core pillar of the brand. It also gives consumers the freedom to swap scents, making Scentsticks a natural product for scent layering, scent maxing and mood-boosting," adds Feeney.

Founded in 2017, Floral Street is an independent British fragrance brand built around fragrance education, sustainability and responsibly sourced ingredients.

The brand initially launched with eight fragrances and has since expanded its eau de parfum range, as well as entering the growing perfume mist category last year. The mists are also formulated with skin-focused ingredients and can be paired with other scent formats.

"Ever since launching the brand almost nine years ago, I have wanted to help customers become connoisseurs of fragrance and build a scent wardrobe," shares Feeney.

Scentsticks extend this layering proposition into another format for Floral Street, with the concept informed in part by evolving fragrance habits.

"With Floral Street, an independent operating in a highly funded and competitive category, being ‘first to market’ isn’t necessarily the best way," says Feeney. "What I have learned to do is take a trend that has potentially been set but do it the Floral Street way, so with Scentsticks, they are refillable, powered by flowers, and highly scented (15% fragrance oil)."

She concludes: "What is also crucial to success is pricing. We describe Floral Street as being affordable luxury and what we have done with these solids is exactly that. At £25 for a full product and £16 for each refill, the customer gets what they are asking for."

The Scentsticks will be available online at Floral Street from 2 September, with a Boots launch on 9 September.