Floral Street bolsters Van Gogh range with Sweet Almond Blossom fragrance

Floral Street has expanded its successful Van Gogh range with a Sweet Almond Blossom fragrance.

The Sweet Almond Blossom eau de parfum has been crafted in collaboration with the Van Gogh Museum and is inspired by Van Gogh’s 1890 work, Almond Blossom.

“I was deeply inspired and moved by the iconic colours and emotion of this painting,” said master perfumer Jerȏme Epinette.

“For a simple subject there was so much complexity and storytelling in the shapes and movement of the branches. I captured this dynamism with a sparkling top from natural pomelo and focused on the matcha and apple blossom in the heart for a clean, crisp but also lush floralcy, to emphasise the multi-dimensionality. I ended with creamy vanilla and woods in the back for signature and warmth”

Floral Street founder, Michelle Feeney, added: “Van Gogh’s art resonates with so many people of all ages around the world and my personal connection to this masterpiece has enabled me to reset and evolve my blue-sky thinking! To express his uplifting Almond Blossom masterwork in a fragrance is a massive gift that I’m personally hugely proud of.”

Each Sweet Almond Blossom 50ml and 100ml eau de parfum comes tucked inside a biodegradable pulp box, wrapped in an FSC certified sleeve featuring close crops of Van Gogh’s Almond Blossom. The plastic-free boxes are created with high-quality recycled fibres and 100% natural renewable wood fibres from responsibly managed forests.

“We are extremely excited about the launch of the new fragrance that honours our incredible Almond Blossom in the most graceful way,” said Marijn Veraart, Head of Global Licensing at the Van Gogh Museum.

“Every product in our joint range celebrates the love of nature and finding beauty in the everyday. Partners like Floral Street help us to develop innovative, sustainable means of inspiring people with Vincent’s work and life.”

Ian Wickham, director at Licensing Link, added: “The team have worked tirelessly to bring to market a personal fragrance on the back of the success of both the home fragrance range and the Sunflower Pop! range. We couldn’t be more delighted to be working with such a fantastic and pro-active fragrance partner who totally understand the importance storytelling plays within the Museum’s licensing strategy. Such a great partnership.”