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\ \ PHLUR CREATES SCENTS FOR THE PRESENT TENSE. PHLUR CREATES SCENTS FOR THE PRESENT TENSE. \ \ Modern fragrances mindfully formulated, responsible sourced, and meticulously crafted\ \ by world class perfumers. Inspired by memories and feelings — those that are intimately\ \ personal and universally shared.\ \ Modern fragrances mindfully formulated, responsible sourced, and meticulously crafted by world class perfumers. Inspired by memories and feelings — those that are intimately personal and universally shared.\ \ Shop Now\ \ Shop Now](/content/collections/all/index.html)

Fragrance to elevate your everyday

Our idea of a signature scent is one that matches your moment and leaves room for you. Because we know that being human is inherently complex and change is the only constant. PHLUR fragrances evolve with you — for today’s desires and tomorrow’s realities.

We’re a modern fine fragrance brand that extends into your daily life. Meant to enhance, but never define, your every mood and moment.

Strong. Vulnerable. Carefree. PHLUR encourages you to curate a wardrobe that celebrates the complexities of you.

A note from Chriselle Lim

Hi. My name is Chriselle, the Creative Director at PHLUR.

I joined PHLUR in 2021 during a time of transformation both for the brand and for me personally. PHLUR had launched as a pioneer in the clean fragrance space and was looking to refine its position in the market. I was exploring what it meant to enter a new chapter after divorce, and was looking for a new challenge professionally. When the opportunity presented itself to lead PHLUR, a brand I’d admired so much, into its next phase, something clicked. I had seen how meaningful and expressive fragrance could be in my life and wanted to share that experience with a bigger audience.

Fashion may have preceded fragrance in my career, but to me, the two have always been connected. I view fragrance as an extension of personal style. Selecting a scent each day allows us to define a mood, elevate a feeling, and express who we are — or who we want to be. Fragrance helps us to communicate. It tells stories. I’m excited to continue sharing those stories with PHLUR.

It’s been a phenomenal few years for the brand. We have won awards, expanded into more product categories, and created incredible new scents. In doing so, we’ve been honored to learn from our fantastic consumer base. Your personal stories and scent interpretations drive our innovation. Thank you for joining PHLUR and me on this exciting journey. I appreciate your love and support, and I can’t wait to continue to grow together.

We don’t use the word “clean” anymore

PHLUR helped pioneer the “clean” fragrance industry as one of the first clean fragrance brands, and we maintain that commitment to sustainability and transparency.

Today though, we avoid using the word “clean” because it’s a word that means different things to different people. Within the beauty industry the word “clean” isn’t regulated — and in some instances, “clean” language can be negative and create unnecessary or unvalidated concerns among consumers.

As opposed to focusing on what ingredients are not in our formulas, we prefer to focus on the ingredients we choose to use and why. We hope this gives our customers the opportunity to decide for themselves what is important to them.

Ingredient philosophy

At Phlur, we use both natural and synthetic ingredients.

We love botanical ingredients for the character they lend to our fragrances, however natural doesn’t always equal safer. In some cases, synthetic ingredients can be less allergenic than certain natural ingredients.

Harvesting natural ingredients for fine fragrance can require tons of botanicals for a very small amount of material. Many natural ingredients are at risk of becoming over harvested and endangered. We partner with the world’s leading fragrance suppliers to ensure we are utilizing sustainable natural materials and we are being respectful of the environment.

With all this considered, we may choose to use nature-identical synthetics because it’s a more sustainable or thoughtful choice while offering broader fragrance possibilities to our perfumers to develop true fine fragrance creations.

Packaging sustainability

Sustainability has always been a priority at Phlur.

Producing and utilizing packaging materials for a product brand like ours is inevitable and necessary. We work to make thoughtful choices along the way that can reduce our impact on the planet while still being functional and beautiful.

Since 2021, we have reduced our plastic and paper usage and use PCR materials whenever possible. All of our cartons are printed on FSC certified paper, meaning they are sourced from responsibly managed forests.

PHLUR's Master Perfumers

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Frank Voelkl

A sought after perfumer, Frank Voelkl is a principal perfumer at Firmenich and has created many notable fragrances, including his instrumental role in the concepting the Le Labo brand.

PHLUR creations: Father Figure, Golden Rule, Mood Ring

Jérôme Epinette

Superstar perfumer synonymous with the most trailblazing indie brands, Jérome has had a long tenure at Robertet where he has been responsible for scores of bestselling and critically acclaimed fragrances.

PHLUR creations: Not Your Baby, Tangerine Boy, Coconut Skin

Gil Clavien

Principal perfumer at Firmenich since 1997, Gil Clavien is known for her breadth of work that reaches mass market to fine fragrance and everything in between.

PHLUR creations: Heavy Cream, Lost Cause

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