OUR STORY
PHLUR CREATES SCENTS FOR THE PRESENT TENSE.
Modern fragrance, intimately personal.
FRAGRANCE, YOUR WAY
Fragrance to elevate your everyday
Our idea of a signature scent is one that matches your moment and leaves room for you. 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. Curate a wardrobe that celebrates the complexities of you.
DISCOVER PHLUR FRAGRANCE ↗A PERSONAL NOTE
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 for the brand and for me personally. PHLUR had launched as a pioneer in the clean fragrance space and was ready to refine its position. I was exploring a new chapter in life and looking for a new challenge professionally. When the opportunity came to lead a brand I had long admired into its next phase, something clicked.
Fashion may have preceded fragrance in my career, but the two have always been connected. I view fragrance as an extension of personal style: a way to define a mood, elevate a feeling, and express who we are—or who we want to be. Fragrance helps us communicate. It tells stories.
Your personal stories and scent interpretations drive our innovation. Thank you for joining PHLUR and me on this journey. I can’t wait to continue to grow together.
OUR POINT OF VIEW
Thoughtful by nature
We helped pioneer the clean fragrance industry and remain committed to sustainability and transparency. Today, we focus on the ingredients we choose and why. “Clean” can mean different things to different people, and in beauty it is not a regulated term. We want to give you the context to decide what matters to you.
We use both natural and synthetic ingredients. Botanicals bring beautiful character, while nature-identical materials can be a more sustainable or thoughtful choice. We work with leading fragrance suppliers to source natural materials responsibly and to give our perfumers the freedom to create expressive, lasting scents.
MADE WITH INTENTION
Packaging with a lighter touch
Sustainability has always been a priority at PHLUR. We make thoughtful choices that can reduce our impact while keeping packaging functional and beautiful. Since 2021, we have reduced plastic and paper use and chosen post-consumer recycled materials whenever possible. Our cartons are printed on FSC-certified paper from responsibly managed forests.
THE ART OF SCENT
Created with master perfumers
Each PHLUR fragrance begins with a feeling and takes shape through the craft of perfumers who know how to bring it to life.
Frank Voelkl
A principal perfumer at Firmenich, Frank has created many notable fragrances and played an instrumental role in concepting Le Labo.
PHLUR creations: Father Figure, Golden Rule, Mood Ring
Jérôme Epinette
Known for trailblazing independent brands, Jérôme has spent many years at Robertet creating bestselling and critically acclaimed fragrances.
PHLUR creations: Not Your Baby, Tangerine Boy, Coconut Skin
Gil Clavien
A principal perfumer at Firmenich since 1997, Gil is known for a body of work spanning fine fragrance and beyond.
PHLUR creations: Heavy Cream, Lost Cause
WEAR WHAT’S TRUE