Luxury hotel stays are about more than comfortable beds and exceptional service—they’re also about memorable details. Now, British fragrance brand Floral Street is bringing its signature scent into hotels for the very first time through a new partnership with Groupe GM, a global leader in premium hotel amenities.
The collaboration introduces an exclusive hotel collection inspired by Floral Street’s bestselling Electric Rhubarb fragrance, combining modern British perfumery with sustainable hospitality solutions.
Floral Street Expands Into Hospitality
Founded in 2017 by beauty entrepreneur Michelle Feeney, Floral Street has built a reputation for creating vegan, cruelty-free fragrances that combine luxury with sustainability. The independent British brand has become increasingly recognised worldwide, including its recent collaboration with Netflix and Shondaland for Bridgerton Season 4, where it developed a bespoke floral gourmand fragrance.
Its latest move sees Floral Street entering the hospitality industry for the first time through an exclusive partnership with Groupe GM, allowing hotels across the globe to offer guests premium bathroom amenities infused with its distinctive fragrance.
Electric Rhubarb Takes Centre Stage
At the heart of the collection is Electric Rhubarb, a fragrance blending sparkling English rhubarb with island gardenia and warm sandalwood.
According to Floral Street, the scent perfectly captures the growing “garden realism” fragrance trend, which celebrates the fresh, green aromas found throughout gardens rather than focusing solely on floral notes.
Michelle Feeney said:
“Everyone’s suddenly calling this ‘garden realism’, but at Floral Street we’ve been bottling that raw, cut-stem energy for years. Electric Rhubarb was already fizzing with fresh-picked brightness and bold florals long before the trend had a name. We didn’t follow this movement—we helped spark it.”
Sustainable Hotel Amenities
The collection has been developed with sustainability in mind, featuring formulas made with up to 97% natural-origin ingredients.
Among the highlights is Groupe GM’s patented 300ml Ecofill aluminium dispenser system, designed to reduce plastic waste while making housekeeping operations more efficient.
The refillable range includes:
- Hand wash
- Body wash
- Shampoo
- Conditioner
- Hand & body lotion
Hotels can also offer guests:
- 30ml plant-based hand & body lotion tubes
- 20g glycerin-enriched soaps in recyclable cardboard packaging
The Ecofill system uses replaceable sealed pouches that can be swapped in under 30 seconds, helping reduce waste while simplifying day-to-day hotel operations.
Supporting Sustainable Hospitality
The new collection also aligns with Groupe GM’s Care About Earth sustainability programme, which aims to reduce environmental impact across the hospitality sector.
Laurent Marchand, President of Groupe GM, said the partnership combines the company’s expertise in hospitality with Floral Street’s commitment to environmentally conscious fragrance innovation.
The collaboration reflects a growing demand from hotels for premium guest amenities that combine luxury experiences with sustainable practices.
A Growing British Success Story
Floral Street has become one of Britain’s standout independent fragrance brands thanks to its focus on ethical production, traceable ingredients and recyclable packaging.
All of its fragrances are vegan and cruelty-free, with creations developed by renowned perfumer Jérôme Epinette using responsibly sourced ingredients supplied by fragrance house Robertet.
As hotels continue to invest in elevated guest experiences, this partnership marks another significant milestone for the London-inspired fragrance brand as it expands beyond retail into luxury hospitality.
To learn more about the collection, visit the official websites for Groupe GM and Floral Street:
