Among the many tales woven into the rich tapestry of Floris London’s history, none are as enduring and inspiring as the story of White Rose and its cherished connection to Florence Nightingale. Crafted in the early 1800s by Mr John Floris, White Rose is a timeless fragrance that captivated the founder of modern nursing and continues to touch lives today through the White Rose Appeal.

This is more than a fragrance; it is a piece of living history, a celebration of compassion, and a chance to make a meaningful difference today.

At the heart of White Rose Eau de Toilette lies a beautifully balanced composition that has enchanted wearers for over two centuries. This vegan fragrance offers a soft, powdery floral experience that is refined and effortlessly graceful.

The scent opens with a fresh aldehydic sparkle, carnation and green, creating a bright, clean prelude. The heart blossoms into a lush bouquet of iris, rose, jasmine, and violet, a romantic and sophisticated middle. Finally, a warm base of amber, musk, and powdery notes lingers on the skin, leaving an intimate and comforting trail.

White Rose captures the kind of timeless grace and quiet strength that Florence Nightingale herself embodied, a fragrance that feels as relevant today as it did 200 years ago.

While White Rose was not crafted in Florence Nightingale’s honour, it became her beloved fragrance. During her pioneering work during the Crimean War, she arranged for bottles of White Rose to be shipped to her, a testament to the comfort and beauty it brought during the darkest days.

In our 89 Jermyn Street boutique, visitors can see a precious piece of this history: a handwritten letter from Florence herself, thanking Mr John Floris:

“How am I to thank you for the repeated nosegays of beautiful sweet-smelling roses with which you have cheered my sick bed?” – Florence Nightingale

This letter is a reminder that even amidst hardship, small gestures of beauty and kindness can provide solace. White Rose is forever linked with Florence's legacy, a symbol of strength, endurance, and compassion.

To commemorate the 200th anniversary of Florence Nightingale's birth, the Florence Nightingale Foundation launched the White Rose Appeal in 2020, with actress Helena Bonham Carter as its ambassador.

The White Rose Appeal raises crucial funds to provide emotional wellbeing support, scholarships, and leadership development for nurses and midwives across the UK. By nurturing the next generation of healthcare heroes, the appeal ensures that patient care, policy, and practice continue to thrive under skilled and compassionate hands.

Floris London is proud to continue its partnership with the Foundation, pledging to donate 15% of all sales of White Rose Eau de Toilette 100ml to support this essential work.

"Buying a White Rose is a simple way to honour our nurses and midwives. We must never forget the sacrifice they make on an everyday basis during this time." - Helena Bonham Carter

Edward Bodenham, 9th-generation member of the Floris family, echoes this deep commitment:

"We are honoured to be able to support such a noble foundation. Our company's history has for over 150 years been associated with Florence Nightingale. As we reach the bicentenary of her birth, we're proud to be able to support the Florence Nightingale Foundation's White Rose Appeal."

Through every purchase, you are directly helping nurses and midwives continue their extraordinary work, a beautiful way to give back.

The comforting beauty of White Rose extends beyond the Eau de Toilette. The full White Rose Bath & Body Collection invites you to incorporate this timeless scent into your daily ritual.

From moisturising body lotion to luxurious soap, the collection provides a complete, indulgent experience, each product crafted with the same care and tradition that defines the Floris name.

If the timeless elegance of White Rose captures your heart, you might also be enchanted by some of Floris London's other celebrated fragrances:

• Bouquet de La Reine – A lively, regal blend of fruits and florals.

• Night Scented Jasmine – A rich, romantic floral bouquet with a whisper of night-time mystery.

• Purple Mémoire– Floris’ newest creation: a beautifully aromatic lavender-based fragrance that evokes nostalgic memories with a modern twist.

• Cherry Blossom Intense – A soft, radiant tribute to fleeting beauty and renewal.

Each fragrance offers its own story, crafted with the same mastery and passion that defines Floris London.

When you choose White Rose , you’re not just selecting a timeless and elegant fragrance. You’re becoming part of a story that stretches back through history, from the hands of John Floris to the heart of Florence Nightingale, and today, to the nurses and midwives shaping the future of healthcare.

Experience the timeless beauty of White Rose, and join us in supporting those who dedicate their lives to the care of others.

Because sometimes, a single rose can change everything.