Phlur

Phlur is a fragrance brand founded in 2015 in Austin, Texas by Eric Korman, a former Ralph Lauren executive, and Cynthia Korman. Its original line consisted of six unisex fragrances — Hanami, Olmsted & Vaux, Moab, Greylocke, Hepcat and Siano — released in 2016 and sold exclusively online. The company positioned itself around ingredient transparency and "clean" formulation, listing ingredients on its site and stating its products excluded nitro musks, phenoxyethanol, BHT, phthalates and parabens, and were vegan, cruelty-free and sustainably sourced, with packaging made from recycled materials. Fragrances were manufactured in the United States, with bottles and caps sourced from France, and each scent took roughly six to eight months to develop. Two additional scents were introduced in 2018.

The brand gained Sephora and Credo distribution but did not reach the mainstream, and by the early 2020s it had stalled. In 2021 content creator Chriselle Lim took over Phlur through Ben Bennett's brand accelerator The Center, becoming owner and creative director. The brand was relaunched in February 2022 around the fragrance "Missing Person," marketed around the feeling of missing someone rather than fragrance notes; it went viral on TikTok, repeatedly sold out, and had a pre-launch waiting list of 200,000 people. Later bestsellers include Vanilla Skin and Heavy Cream. By 2025 Phlur was distributed in more than 1,500 stores and described as an L.A.-based brand with a team of roughly 20 people.

In July 2025, private equity firm TSG Consumer Partners signed a definitive agreement to acquire Phlur; terms were not disclosed. Lim was to continue as creative director and retain a stake alongside The Center, CEO Elizabeth Ashmun (who joined in 2024) was to continue leading operations, and Prelude Growth Partners exited its investment. Raymond James advised Phlur, with Mintz Levin and Polsinelli as legal counsel and Ropes & Gray advising TSG.

Founding story

Eric Korman, who had spent nearly two decades in e-commerce including a stint as a Ralph Lauren executive, began working seriously on Phlur around 2015, arguing that fragrance retail had not evolved since World War II and that consumers could select scents through written narrative and imagery before smelling them. He deliberately relocated to Austin to start the company, citing its startup ecosystem, and co-founded the business with Cynthia Korman, assembling a team of about 10 including fragrance evaluator Anne Serrano-McClain.

Business model

Phlur sells fragrances directly to consumers through its own website and, since its relaunch, through retail partners including Sephora, Amazon and Space NK. In its original incarnation the brand used a sample-first model: customers paid a small fee for trial vials (initially $10 for two samples, later $18 for three 2ml vials with a 30-day trial), with that fee credited toward the purchase of a full bottle. Revenue in 2025 was split approximately evenly between retail and e-commerce channels, with a 50ml fragrance retailing at $99.

Product sales of fragrances at accessible "masstige" price points ($85 for an early full bottle; $99 for a 50ml fragrance as of 2025), sold via direct e-commerce and wholesale retail partners, with paid samples used as a paid trial and acquisition mechanism.

Traction

Roughly 200,000 samples were sold in the brand's early period, with about a quarter of triallists converting to full-size purchases. The relaunch product "Missing Person" drew a 200,000-person pre-launch waiting list and repeatedly sold out, and Phlur was named to Vanity Fair's list of top fragrance brands to watch. Sales grew 65% year-on-year in 2025, distribution exceeded 1,500 stores, and retail sales were projected above $150 million for the year.

Latest developments

On 23 July 2025, TSG Consumer Partners announced a definitive agreement to acquire Phlur for undisclosed terms, subject to customary closing conditions and regulatory approval. Chriselle Lim remains creative director with a retained stake alongside The Center, CEO Elizabeth Ashmun continues to lead operations, the roughly 20-person team stays in place, and Prelude Growth Partners exits its investment.