The History of Phlur
Today, Phlur is one of the most talked-about names in fragrance. From perfumes that regularly dominate TikTok to body mists that sell out within hours, the brand has become a real go-to for fragrance fans. But long before Missing Person became an internet phenomenon or Vanilla Skin developed its cult following, Phlur was a very different brand.
Its journey has been anything but straightforward. Founded with a mission to bring transparency to an industry known for secrecy, Phlur spent years building a loyal following before a complete reinvention transformed it into one of the most successful modern fragrance brands.
The Beginning
Phlur was founded in 2015 by husband-and-wife team Eric and Cynthia Korman. Eric’s career included senior leadership roles at Ralph Lauren, Ticketmaster, and Zynga, while Cynthia came from a creative background, having worked as an art director for publishers including Condé Nast and Hearst. Although neither came from a traditional fragrance background, they saw an opportunity to rethink how consumers discovered perfume online.
At the time, clean beauty was beginning to reshape skincare and cosmetics, but fragrance remained largely untouched. Ingredient lists were often vague, sourcing information was limited, and buying perfume online was still considered a challenge. Phlur set out to change that.
When the brand officially launched, it positioned itself around transparency, sustainability, and modern craftsmanship. Customers could learn about the perfumers behind each scent, explore ingredient sourcing, and order discovery sets before committing to a full-sized bottle.
Ahead of the Curve
Although the clean fragrance movement would eventually become one of beauty’s biggest talking points, Phlur arrived several years before the trend really took off.
The brand was quick to secure retail partnerships with Sephora and Credo Beauty in the US, while it developed a reputation among fragrance fans for its minimalist aesthetic and thoughtful formulations. Yet despite the industry recognition it received, the brand struggled to break into the mainstream.
In many ways, Phlur was ahead of its time. Fragrance wasn’t yet a major talking point on TikTok, fragrance layering hadn’t become a thing, and emotional storytelling wasn’t driving perfume sales in the way it does today.
The Reinvention
Everything changed for Phlur when it was acquired by beauty accelerator The Center in 2021, which chose to rebuild the brand rather than simply refresh it. Around the same time, fashion creator Chriselle Lim joined as an owner and Creative Director and helped shape what would become an entirely new identity.
The relaunch wasn’t just about new packaging. The visual language of the brand evolved, the messaging became more intimate, and fragrance was positioned less as a luxury accessory and more as a way to capture memories, emotions, and relationships.
Following the acquisition, Phlur made its UK debut through an exclusive partnership with Selfridges.
The Breakthrough
In 2022, Phlur introduced Missing Person.
Rather than leading with fragrance notes or technical descriptions, the perfume was designed to evoke the lingering scent of someone you love. The concept resonated almost immediately, with social media awash with videos of people describing the fragrance’s emotional impact, and waitlists growing as demand outpaced supply. Influencers and fragrance enthusiasts were no longer discussing accords or longevity, but instead sharing the memories and personal stories the fragrance evoked. This helped Missing Person become one of the defining fragrance launches of the decade.
Its success also demonstrated how much the beauty landscape had changed, with authentic online conversations proving just as powerful as costly campaigns.
Expanding the Phlur Universe
Phlur used Missing Person’s momentum to establish itself as a major player in prestige fragrance. Subsequent launches, including Father Figure, Heavy Cream, Mood Ring, and the viral Vanilla Skin, helped broaden the brand’s appeal, while its expansion into fragrance body mists introduced a younger generation of consumers.
A New Era
In July 2025, private equity firm TSG Consumer agreed to acquire Phlur, with Lim and The Center retaining minority stakes in the brand.
The deal marked another milestone in Phlur’s evolution, providing additional resources to support international expansion while maintaining Lim’s creative direction that had fuelled its resurgence. Since then, the brand has continued to grow its retail presence through partners that include Sephora, Space NK, and Amazon.
Phlur Today
Phlur’s story is unusual because it isn’t simply one of steady growth. Instead, it’s a brand that successfully reinvented itself without losing sight of its original purpose of transparency, sustainability, and modern craftsmanship.
More than a decade after its founding, Phlur has grown from an ambitious direct-to-consumer startup into one of beauty’s most influential fragrance brands, proving that there is power in starting over.
Phlur is available in the UK at Space NK and Sephora, while US shoppers can find the brand at amazon.com and phlur.com.