Phlur, the Texas-born “clean fragrance” pioneer once known for transparency and minimalist design, has rapidly evolved into one of America’s fastest-growing contemporary fragrance houses. Founded in 2014 by Eric and Cynthia Korman, the brand became one of the first Certified B Corporations in perfumery, emphasizing ingredient transparency and digital-first distribution. A decade later, under the creative leadership of influencer-turned-entrepreneur Chriselle Lim, Phlur has shifted from a niche startup to a viral luxury disruptor, capturing the emotional and sensory aspirations of the social media generation.

Early Years and Ownership Evolution

From its 2014 launch, Phlur differentiated itself as a sustainable brand that “let ingredients speak.” Initially supported by Symrise and Next Coast Ventures, the company secured a $6 million Series A in 2019 and briefly acquired a manufacturing entity, Texas Beauty Labs (later renamed The Goodkind Co.).

Its turning point came in 2021, when incubator The Center, founded by beauty veteran Ben Bennett, acquired Phlur. Partnering with Chriselle Lim, the influencer reinvented the dormant brand’s image and tone. Within one year, she introduced Missing Person (a soft floral‑musk inspired by nostalgia and intimacy), which sold out in less than two weeks and became a viral TikTok fragrance phenomenon. Lim told Marie Claire,  “People can relate more to vulnerability and realness and authenticity.”