02.28.22
Phlur, the fine fragrance brand known for its full disclosure of clean ingredients, has lots of big changes ahead.
Phlur is partnering with Chriselle Lim, a fashion, beauty, and lifestyle influencer. Lim is leading the brand's relaunch with a new fragrance, and new packaging.
The new packaging will feature designs customized for each fragrance—and they're a huge change from Phlur's original square opaque white bottles.
The new clear oval-shaped bottles are paired porcelain caps and magnetic closures. Full-size 50 ml bottles are available, along with 9.5 nl travel sizes.
Phlur has also now joined The Center's brand portfolio, which also includes Naturium, MAKE Beauty and Saltair.
Lim Introduces Phlur's Missing Person Fragrance
Lim is introducing Phlur's new fragance—Missing Person. The floral musk launches online at Sephora on March 31st and in Sephora stores on April 8, 2022.Lim comments, "To me, fragrance and fashion have always been connected. Fragrance is an extension of style. It allows us to communicate a mood, elevate a vibe, and it can help us express who we are…or who we want to be. Fragrance helps us communicate. It tells stories. And I'm excited to be a storyteller through Phlur."
Glossy reports on the backstory behind the scent.
Phlur's fine fragrances are mindfully formulated, responsibly sourced, and meticulously crafted by world-class perfumers. Founded by Eric Korman, the former president of e-commerce at Ralph Lauren, Phlur acquired GoodKind Co., formerly Texas Beauty Labs, in 2019 with help from Symrise's $6 million in funding.
Phlur was one of the first fragrance brands to commit to fully disclose its ingredient profile, a practice that is not required in the industry today.
What's Next?
We can expect additional fragrances in the weeks ahead.The fragrances will include new creations by Lim—in collaboration with some of the world's most renowned perfumers inclusive of Frank Voelkl of Firmenich and Jérome Epinette of Robertet.