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.”
Milestones and Timeline
- 2014 – 2015: Phlur was founded in Austin, TX, by Eric and Cynthia Korman.
- 2017 – 2019: Gains distribution through Sephora and Credo; raises Series A capital ($6 million).
- 2021: Acquired by Ben Bennett’s The Center; Chriselle Lim joins as co‑owner and creative director.
- 2022: Relaunch under Lim turns Phlur into one of Vanity Fair’s “Top Fragrance Brands to Watch.”
- 2023 – 2024: Skincare‑adjacent categories (body mists, oils, deodorants) expand the brand’s reach; retail entry at Sephora, Space NK, Selfridges.
- July 2025: Phlur acquired by TSG Consumer Partners, a global CPG investment firm, for an undisclosed amount. Projected sales: $150 million.
The Emotion‑Driven Model
Phlur’s success hinges on storytelling that merges memory, intimacy, and modern aesthetics. Each fragrance is designed around emotion — an approach Lim calls “emotional transparency.” Missing Person, Vanilla Skin, and Father Figure each pair sensorial language with narratives about heartbreak, nostalgia, or renewal.
Unlike legacy houses built on image or celebrity, Phlur treats scent as personal storytelling. Detailed descriptions, emotive visuals, and transparent formulas help consumers bridge the “blind‑buy” barrier of online fragrance retail. Through viral TikTok campaigns and influencer seeding, the brand generated over 100 million organic video impressions between2023 and 2024.
Retail Expansion and Product Diversification
Today, Phlur products are sold in over 1,500 retail doors across the U.S., Canada, and U.K., with strong partnerships through Sephora, Space NK, and Selfridges. Phlur’s debut London pop‑up at Covent Garden in 2025 showcased an olfactory art installation, coinciding with the launch of new scent Golden Rule, its fastest‑selling perfume to date.
Beyond Eau de Parfums, Phlur expanded its “fragrance wardrobe” into:
- Bodycare and Wellness: body mists, deodorants, and body oils featuring bestselling notes like Vanilla Skin and Father Figure.
- Home Fragrance: candle collaborations with Flamingo Estate and designers from Soho House.
These expansions mirror a global movement toward “wearable home luxury”, allowing consumers to live within scent experiences daily.
Future Outlook
Industry analysts forecast continued double‑digit growth for the niche‑to‑mass fragrance crossover market, where Phlur holds a leading cultural position. McKinsey projects the global fragrance sector to rise 7% annually through 2028. Phlur’s strategy focuses on:
- International Expansion – entering Asia and the Middle East via department‑store retail and TikTok Shop.
- Experiential Storytelling – immersive pop‑ups, scent libraries, and interactive digital campaigns.
- Product Longevity – developing refillable bottles and sustainable packaging to meet B Corp expectations.
With projected 2025 revenue of $125 – 150 million, Phlur’s blend of modern marketing and emotional authenticity underscores a shift in how fragrance brands engage the post‑millennial consumer — where smell becomes a form of self‑identification rather than adornment.
