Fragrance house

Phlur

Founded in 2015, Phlur began as a digital-first fragrance company focused on changing how customers buy, wear, and learn about scent, with an early emphasis on ingredient and process transparency. The brand positioned itself around transparent, sustainable fragrance and was described as an early pioneer of clean fragrance. The Center acquired Phlur in January 2021, and Chriselle Lim joined later that year to lead its relaunch, becoming owner and creative director. Under Lim’s direction, Phlur presented fragrance as personal style and storytelling, drawing on memories, moments, experiences, and feelings rather than using “clean” as its central descriptor. The 2022 relaunch centered on Missing Person, a floral-musk scent developed around the feeling of missing someone. Missing Person became Phlur’s clearest defining fragrance: Vogue France reported that it became a bestseller, generated one billion TikTok views, drew a 200,000-person waiting list, and sold out in under five hours. On July 22, 2025, TSG Consumer announced an agreement to acquire Phlur, with Lim set to continue as creative director and The Center retaining a meaningful stake, subject to closing conditions and regulatory approval.