Our Story
The name FLØREN is inspired by the 1930s world of Thelma Florence (1909 - 2009).
A woman who lived through an entire century of change in Melbourne. Her life embodied simplicity, ritual and a deep connection to the natural environment. She was strong in the way women of her era had to be - practical, steady, unshakeable - and she never wasted words. Fairness guided her, elegance softened her, and together they made her presence unmistakable.
She moved through the world with quiet authority.
FLØREN reimagines that era through an Australian lens, exploring classic scents with a modern feel.
Each fragrance is a chapter within this story. Dawn Elixir begins the journey with the freshness of a new morning, honouring the rituals that open the day. Future scents will move through the hours — from the warmth of noon to the depth of night — creating a sensory narrative shaped by light, landscape and heritage.
FLØREN was founded by Tim & Jo, who share a love of fragrance and its ability to transform a moment, a mood, or an entire day. Inspired by Jo’s grandmother, Thelma Florence, who gifted Jo her very first bottle of perfume as a child and started the life-long ritual of starting each day with a beautiful scent.
Their vision for FLØREN blends vintage Australian warmth with modern minimalism and native Australian notes.
FLØREN crafts quality, signature scents to love. Fragrances that feel wearable, grounding and quietly transformative, building a brand rooted in heritage, ritual and the beauty of every day.
Explore fragrances inspired by ritual, memory and the Australian landscape.