Recently the spirit of Floris permeated three British films. Gary Oldman requested a bottle of Special No.127 to have while filming The Darkest Hour because it was the scent Winston Churchill used to wear. Daniel Day-Lewis chose Floris products to help him embrace his role as an English couturier in Phantom Thread. And those behind Paddington 2 asked Floris to stock the cabinets that appear in the barber scene. They were perhaps inspired by the beautiful glass ones acquired at the Great Exhibition of 1851, which have ever since been in the shop at 89 Jermyn Street, home to the company since it was founded in 1730. In February 2018, all three films were up for British Academy Awards and had about them a trace of this beloved brand.

No wonder they turned to Floris for inspiration and reassurance. Although set up by Juan Famenias Floris who came from Menorca, nine generations later there is no doubt that Floris is a true British institution. The range is a combination of rare 18th-century scents and recent creations, developed by the family’s perfumery team, led by Edward Bodenham, a direct descendant of Juan.

Floris’s expertise is rooted in centuries of experience rather than artifice and today understated elegance is the brand’s hallmark – Floris is a brand that whispers rather than shouts.

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The brand holds two Royal Warrants.

Its products have won over the Queen, Prince Charles and Hollywood stars alike, from Marilyn Monroe to Benedict Cumberbatch.

But it also has a richesse of other loyal customers, for whom the essence of Floris is an essential part of their lives. This year, in a Vogue tribute to the late, legendary production designer and art director, Michael Howells, the opening paragraph announced he was always first up in the morning and: ‘You’d hear his bath running loudly through the doors of the…bedroom, [and] Elgar drifting up the stairs, played at top volume. Half a bottle of Floris bath essence in the bath.’

Floris has reference books dating back to its beginnings, to which it refers when creating new scents. No less than three were launched this year. A Rose for… Eau de Parfum is unique to each wearer in its composition. Customers can write their own name on the label – A Rose for Lucy, for example. In the spring, they launched 1927 Eau de Parfum, an addition to their Fragrance Journals collection, which explores key dates in the social history of London. Alexandra Shulman helped to launch the scent, which reflected the spirit of that pivotal year in which modernism and women’s emancipation were gathering apace. Finally, it launched Islay, in collaboration with the Kilchoman whisky distillery.

Floris offers an antidote to the fierce pace of its more modern counterparts. It retains its traditional values while simultaneously building on its global reach into the Middle East, the USA, Japan and Europe, all the while maintaining London as its beating heart.

FLORIS LONDON 89 JERMYN STREET, ST JAMES’S, LONDON, SW1Y 6JH

 


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