Phlur has undeniably grow to be the darling of PerfumeTikTok, the place perfume fans rhapsodise so enthusiastically about their favorite fragrances, you’d assume they have been taking pictures glitter onto their pulse factors.
Boasting a staggering 74.9M views thus far, Phlur additionally has an extended checklist of movie star devotees together with Rosie Huntington-Whiteley and Miranda Kerr, and it is new scent Photo voltaic Energy is anticipated to swell that fan base much more.
However it’s not precisely been a simple experience for the model to scent superstardom. Phlur first launched in 2015 as a distinct segment ‘clear’ fragrance model. It was then acquired in 2021, with trend stylist and influencer Chriselle Lim taking the helm shortly afterwards and giving it her personal recent spin.
As a part of the relaunch, solely three of the model’s unique 10 scents got here again, whereas it was arguably the introduction of Lacking Individual that made the new-look Phlur go stratospheric. Based on Lim, Lacking Particular person is “about the eager for an individual that you simply miss a lot or the heat of somebody’s physique subsequent to you.” After going viral on TikTok, the first batch offered out inside 5 hours, leaving a waitlist of greater than 200,000.
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Who is the proprietor of Phlur?
Since 2021, influencer Chriselle Lim is the new proprietor and artistic director of Phlur. Whereas not a perfumer herself, she has collaborated with well-known ‘noses’ together with Frank Voelkl (the perfumer behind Le Labo scents) and Jérome Epinette of Byredo and Boy Smells fame.
Is Phlur nonetheless sustainable?
Beneath Chriselle, the phrase ‘clear’ was faraway from the model’s advertising and marketing materials in favour of ‘conscious’ to explain its sustainability initiatives. Phlur makes use of botanical components however it additionally depends on nature-identical artificial scents in order in the reduction of on rising and harvesting new supplies, which saves on water and land.
By way of packaging, the model has stopped the use of cellophane movie to seal its bins and changed single-use plastics with PCR supplies.
Can you purchase Phlur in the UK?
Sure, the wait is over and now you can purchase Phlur in the UK. At the moment Selfridges is the unique stockist this aspect of the Pond.
For extra from Fiona Embleton, GLAMOUR’s Performing Affiliate Magnificence Director, observe her on @fiembleton.