Constocking / 26 February 2025 / Categories: Product and Brands, Fragrance

Floris London

Before there was Jo Malone there was Floris.

This is the perfect example of an old brand that has disappeared under the radar. Few of the Creed clan or Tom Ford set would probably have even heard of Floris yet consider wearing it, even though its understated heritage and quiet status globally outstrips both. Even Creed despite association to a tailoring business started in London around 1760 the perfume production didn’t begin until the 1960s or 1970s.

Floris was the original “Jo Malone”. Simple fragrances with simple names like Magnolia, soulle amber and night scented Jasmine in simple navy classic packaging.

If you are looking for something incredible, with fragrance that will hold and hold for days, have a look at the range from Floris.

The fragrances are available in Harvey Nichols, Selfridges and Liberty and direct to us the consumer on the Floris website.

It’s not a fancy website and the graphics and feel is dated; it reminds me of a bit more expensive Yardley which I understand no one is going to get excited about the branding and packaging of Yardleys Lily of the Valley.

Floris is very different because of the quality of the product which keeps its discerning and understated customers coming back.

The fragrances are available in 4 sizes, 2ml to try before you invest, 10ml for £25, 50ml for £80 (such value when you see how little you actually need) and 100ml at £125.

This is a brand that will endure without marketing simply because the product stands alone.

Loads of beautiful scents to choose from, recipes that have stood the test of time; just a beautiful brand that doesn’t need marketing.

The navy packaging has been the same since my father purchased my first bottle many years ago now.

I love supporting a family business that opened its doors on Jermyn st London in 1730 and is still independent to this day.

What are we all buying into? Let’s support experience, history and quality instead of marketing, packaging and shareholders.

If fragrance doesn’t hold you have purchased water.