Phlur has undeniably become the darling of PerfumeTikTok, where fragrance enthusiasts rhapsodise so enthusiastically about their favourite fragrances, you’d think they were shooting glitter onto their pulse points.
Boasting a staggering 74.9M views to date, Phlur also has a long list of celebrity devotees including Rosie Huntington-Whiteley and Miranda Kerr, and it’s new scent Solar Power is expected to swell that fan base even more.
But it’s not exactly been a straightforward ride for the brand to scent superstardom. Phlur first launched in 2015 as a niche ‘clean’ perfume brand. It was then acquired in 2021, with fashion stylist and influencer Chriselle Lim taking the helm shortly afterwards and giving it her own fresh spin.
As part of the relaunch, only three of the brand’s original 10 scents came back, while it was arguably the introduction of Missing Person that made the new-look Phlur go stratospheric. According to Lim, Missing Person is “about the longing for a person that you miss so much or the warmth of someone’s body next to you.” After going viral on TikTok, the first batch sold out within five hours, leaving a waitlist of more than 200,000.
TikTok content
This content can also be viewed on the site it originates from.
Who is the owner of Phlur?
Since 2021, influencer Chriselle Lim is the new owner and creative director of Phlur. While not a perfumer herself, she has collaborated with famous ‘noses’ including Frank Voelkl (the perfumer behind Le Labo scents) and Jérome Epinette of Byredo and Boy Smells fame.
Is Phlur still sustainable?
Under Chriselle, the word ‘clean’ was removed from the brand’s marketing material in favour of ‘mindful’ to describe its sustainability initiatives. Phlur uses botanical ingredients but it also relies on nature-identical synthetic scents in order cut back on growing and harvesting new materials, which saves on water and land.
In terms of packaging, the brand has stopped the use of cellophane film to seal its boxes and replaced single-use plastics with PCR materials.
Can you buy Phlur in the UK?
Yes, the wait is over and you can now buy Phlur in the UK. Currently Selfridges is the exclusive stockist this side of the Pond.
For more from Fiona Embleton, GLAMOUR’s Acting Associate Beauty Director, follow her on @fiembleton.
Ahead, here’s what every Phlur fragrance smells like:
Stay connected with us on social media platform for instant update click here to join our Twitter, & Facebook
We are now on Telegram. Click here to join our channel (@TechiUpdate) and stay updated with the latest Technology headlines.
For all the latest Education News Click Here
