Overview
About Phlur
Phlur is a clean fine fragrance brand known for its transparent ingredient standards and social-first storytelling. The label has built a devoted TikTok following around its skin-friendly, high-performance scents.
Latest coverage
Phlur News
Space NK Connects Covent Garden Beauty Sampling With 14 In-Store Gift Offers
Space NK linked outdoor product discovery with its nearby store during Covent Garden’s Beyond Beauty festival, combining consultations and sampling with 14 exclusive gifts with purchase. The September 4–13 activation brought seven beauty brands and seven fragrance brands into a ten-day programme across the Piazza and the retailer’s Neal Street location.
The New Edible Beauty Doesn’t Have to Be Eaten
Matcha shows how food and beverage culture is shaping beauty through colour, texture, fragrance and ritual—without creating anything intended to be eaten.
Phlur Is Going Global With Sephora Europe and Mexico
Phlur is taking its viral, modern fine fragrance play global, entering Sephora Europe and Sephora Mexico in spring till summer 2026 as it accelerates beyond its North American base. The move follows earlier expansion into Sephora Middle East and Mecca…
Top 10 Byredo Competitors & Alternatives
Byredo has redefined modern luxury by blending Scandinavian minimalism with “scented storytelling.” Founded by Ben Gorham, the brand has moved beyond fragrance into a full lifestyle brand, capturing a “cool,” creative, and urban demographic. Its aesthetic, defined by clean lines…
Live Tinted Announces Next Phase With New Funding and Expanded Store Footprint
Live Tinted, the rapidly growing, inclusive beauty brand founded by Deepica Mutyala, is poised to expand its impact on both sides of the border with an increased retail presence in Sephora Canada and additional shelf space at Ulta Beauty stores across…
How TikTok’s Favorite Fragrance Phlur Landed in 1,500 Retail Stores
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…
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Insights & Trends
Analysis
Data-led insights and trend observations featuring Phlur.
