Fragrance house

The Phluid Project

The Phluid Project was founded by Rob Smith in 2018 and began as a New York City retail space focused on gender-neutral clothing and community for LGBTQ people. After the store closed in 2020, the brand continued through its collection and broader platform while Smith focused more on education. That work included GET Phluid, a training and education platform designed to help organizations create safe and affirming spaces. The brand identifies as queer-owned and connects fashion with community, activism, and education, presenting gender-free clothing as a way to support self-expression beyond gender boundaries. In June 2022, it relaunched a four-scent gender-free fragrance line with Scent Beauty: Transcend, Humanity, Balance, and Intention. The collection was framed around self-acceptance, self-care, self-determination, and self-expression, with its names drawn from the brand’s stated values. By 2024, the brand was moving away from rainbow-focused presentation toward a year-round fashion collection.