phlur

Originally launched in 2015 with a focus on clean ingredients and transparency, Phlur was reimagined after its 2021 acquisition by brand incubator The Center and its new owner and Creative Director, fashion influencer Chriselle Lim. The brand skyrocketed to viral fame, largely driven by the success of its fragrance "Missing Person" on TikTok, which captured a collective fascination with its intimate and personal scent story. Lim, drawing from her own life experiences during a period of personal transformation, repositioned Phlur around the concept of a "fragrance wardrobe"—a collection of scents to express the complexities of mood and moments, rather than a single signature.

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