Discover How Phlur Is Revolutionizing the Fragrance Industry!

Phlur: A Revolution in Modern Fragrance

Phlur is not merely enjoying its moment in the spotlight; it is fundamentally transforming the fragrance landscape. Under the dynamic leadership of CEO Elizabeth Ashmun, who was appointed by Chriselle Lim following her acquisition of the brand in 2022, Phlur has experienced remarkable growth. The company’s sales doubled year-on-year between 2024 and 2025, reflecting a strong alignment with the booming global fragrance market, which, according to a McKinsey study, is projected to grow at an annual rate of 7% through 2028. However, Phlur is not just riding the wave of market trends; it is actively reshaping the fragrance category through a commitment to playfulness, quality, accessibility, and emotional storytelling.

Reinventing Fragrance Engagement

Traditional fragrance brands characterized by opulent marketing and celebrity endorsements are gradually losing their appeal. In contrast, minimalist and niche brands such as Byredo and Le Labo have attracted a discerning audience with understated branding, epitomizing a modern luxury aesthetic. The rise of “PerfumeTok” on TikTok has further accelerated brand discovery among younger consumers, altering how individuals engage with fragrances. Whereas previous generations felt compelled to adhere to a signature scent, today’s fragrance enthusiasts are increasingly inclined to curate multiple scents that reflect their varying moods and occasions. Phlur has recognized and embraced this shift.

The Trend of Fragrance Wardrobing

“Our extensive research has shown that the modern consumer owns more than five fragrances,” explains Ashmun. “This trend of ‘fragrance wardrobing’ reflects a new behavioral dynamic, prompting individuals to mix and match scents based on their emotional needs.” Amy Rueckl, the North America Fine Fragrance marketing director at IFF (International Fine Fragrance), corroborates this observation, stating that an increased interest in mood-enhancing fragrances allows consumers to select scents tailored to their emotional states each day. Phlur is not merely riding this wave; it is reinventing how fragrances are developed, launched, and marketed.

A Break from Tradition

According to Ashmun, “Designer, celebrity, and even budget fragrance brands follow traditional models by introducing one SKU annually, focused on creating aspirational products.” Phlur stands out in an evolving market by providing high-quality fragrances at more reasonable prices. Collaborating with leading perfumers like Frank Voelkl, known for his work with Le Labo, and Jérôme Epinette, who has collaborated with Byredo and Van Cleef & Arpels, Phlur employs intentional ingredient selection to create its scents. What sets them apart is their accessible pricing strategy.

Accessible Luxury in Fragrance

Phlur aims to “pioneer the concept of accessible luxury,” as Ashmun puts it. Their 50mL perfumes retail for around $99, in stark contrast to Byredo fragrances priced at $280 or Le Labo’s Santal 33 at $235. This accessible price point encourages consumers to explore the brand’s offerings, permitting them to experiment with a variety of scents fitting for different moods and events. Phlur is thus democratizing not only fine fragrances but their usage as well, empowering consumers to engage more freely and authentically with scents.

Multi-Category Engagement

According to Ashmun, customers are drawn to Phlur not only for perfumes but also for body mists, deodorants, and body oils. The versatility of their product offerings caters to various occasions, allowing consumers to layer their fragrances throughout the day. Body mists, designed to be lighter and more casual, maintain a sufficiently high fragrance load to provide long-lasting scent without compromising sophistication. This positioning enhances the brand’s appeal and inclusivity.

Innovative Products and Functionality

While high-quality scent is central to Phlur’s identity, functionality also plays a vital role. “Our deodorants have been exceptionally well-received, just like our body oils,” Ashmun explains. Their innovative approach ensures that even functional products maintain elegance and effectiveness. For instance, Phlur’s deodorants utilize advanced technology free from irritants like baking soda to offer practical benefits alongside delightful scents.

Customer-Centric Approach

Phlur’s commitment to high standards in both scent quality and production processes resonates with its customers. The brand has garnered accolades from beauty publications, customer reviews, and influencers alike. A beauty director from an online publication noted, “After acquiring all of Phlur’s fragrances, I found myself wanting to keep all nine—wanting to wear every single one.” Such enthusiastic customer engagement is further encouraged by Phlur’s attractive pricing strategy, allowing consumers ownership of multiple scents, which is decidedly rare in the fragrance sector.

Emotional Storytelling as a Brand Differentiator

What elevates Phlur from being just a favorite to a cult phenomenon is its deep emotional resonance. Following its relaunch by Chriselle Lim, the fragrance Missing Person became an instant sensation, selling out almost immediately. Inspired by Lim’s personal journey through her divorce, this scent encapsulates the universal experience of longing. “Missing Person embodies the essence of yearning for a person, memory, or moment—an extraordinarily nostalgic fragrance that evokes the scent of a lover’s skin,” Lim describes on social media.

Connecting Through Emotional Narratives

The storytelling woven around each fragrance serves as a crucial differentiator. Each scent communicates an emotional narrative that resonates with customers in diverse ways. This blend of modernity and nostalgia allows consumers to connect emotionally, enabling them to find fragrances that evoke specific memories. Phlur’s evocative descriptions facilitate online purchases—even when customers cannot physically sample the products. “Our brand primarily operates online, and while blind buying can be challenging, compelling storytelling fortifies the emotional bond with consumers, who often fall in love with our scents,” Ashmun asserts.

Phlur’s Defining Mission and Future Vision

In less than three years since its relaunch, Phlur is setting a new standard for the fragrance industry. By making luxurious scents both accessible and playful, the brand is democratizing the fragrance experience for a contemporary audience. Although social media platforms like TikTok have amplified Phlur’s reach, the brand’s lasting success stems from its intentional approach, which emphasizes clear value propositions, emotional storytelling, and classic packaging aesthetics.

A Vision for Sustainable Growth

As CEO Elizabeth Ashmun articulates, “Our focus lies in building a solid foundation and truly fulfilling our customers’ needs before we consider expanding our distribution.” This measured approach positions Phlur well for leadership in the evolving landscape of modern fragrances, enabling the brand to continue pushing boundaries while remaining grounded in its core mission.