Phlur
Phlur was founded in Texas in 2015 as a clean-fragrance brand and lay largely dormant before being acquired in 2021 by Ben Bennett's Los Angeles incubator The Center, with content creator Chriselle Lim brought in as creative director. Lim relaunched the line in 2022, and the second release — Missing Person, a soft musky skin scent — became one of the first viral fragrance hits of the TikTok era. The rebuilt house leans into modern, slightly emotional compositions: musks, ambers, soft florals, and gourmand accents wrapped in minimalist packaging. Strawberry Letter, Father Figure, and Hanami have followed Missing Person into the regular rotation. Private-equity firm TSG Consumer Partners acquired Phlur in 2024, signalling the brand's transition from indie experiment to mainstream prestige beauty business while keeping Lim's creative voice at the centre.
Releases
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
