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 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…