How TikTok’s Favorite Fragrance Phlur Landed in 1,500 Retail Stores

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)…