Phlur has undeniably turn into the darling of PerfumeTikTok, the place perfume fanatics rhapsodise so enthusiastically about their favorite fragrances, you’d suppose they have been taking pictures glitter onto their pulse factors.
Boasting a staggering 74.9M views so far, Phlur additionally has an extended checklist of celeb devotees together with Rosie Huntington-Whiteley and Miranda Kerr, and it is new scent Photo voltaic Energy is predicted to swell that fan base much more.
Nevertheless it’s not precisely been an easy trip 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 style 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 authentic 10 scents got here again, whereas it was arguably the introduction of Lacking Person who made the new-look Phlur go stratospheric. In keeping with Lim, Lacking Individual is “concerning the eager for an individual that you just miss a lot or the heat of somebody’s physique subsequent to you.” After going viral on TikTok, the primary batch bought out inside 5 hours, leaving a waitlist of greater than 200,000.
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Who’s the proprietor of Phlur?
Since 2021, influencer Chriselle Lim is the brand 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 ‘aware’ to explain its sustainability initiatives. Phlur makes use of botanical elements however it additionally depends on nature-identical artificial scents so as reduce on rising and harvesting new supplies, which saves on water and land.
When it comes to packaging, the model has stopped the usage of cellophane movie to seal its containers and changed single-use plastics with PCR supplies.
Can you purchase Phlur within the UK?
Sure, the wait is over and now you can purchase Phlur within the UK. Presently Selfridges is the unique stockist this aspect of the Pond.
For extra from Fiona Embleton, GLAMOUR’s Performing Affiliate Magnificence Director, comply with her on @fiembleton.
Forward, here is what each Phlur perfume smells like:
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Finest Phlur fragrance for floral lovers
Phlur Phloria Eau de Parfum, £96, Selfridges
White floral fragrances have a fame for being larger-than-life – the kind of fragrance a lady with shoulder pads within the 80s would put on. This feels lighter and sun-soaked by way of citrus, jasmine and heat woods.
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Finest Phlur fragrance for cocktail hour
Phlur Someone Wooden Eau de Parfum, £96, Selfridges
This fragrance has a sure one thing that you just simply cannot put your finger on, however count on to be stopped on the road to be requested what you are carrying however. There’s gentle and shade, courtesy of a vivid opening spark of bergamot and cyclamen earlier than leathery saffron bursts by. The creamy sandalwood and spicy amber dry down smells toasty and complicated without delay.
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Finest Phlur fragrance for daytime
Phlur Lacking Individual Eau de Parfum, £96, Selfridges
This Phlur fragrance went viral – and for good cause. In the event you actually cannot bear to parted out of your companion, spritz on this intimate mix of musk, flowers and tender milky woods to conjure up the lingering scent of your lover’s pores and skin.
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Finest Phlur fragrance for hectic days
Phlur Sandara Eau de Parfum, £96, Selfridges
Every thing from the soothing lavender bottle to the mix of pepper, violet, heat cedar and damp oak moss says calm. Spritz on days when it is advisable to really feel emotionally bolstered.
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Finest Phlur fragrance for followers of pores and skin scents
Phlur Hanami Eau de Parfum, £96, Selfridges
This scent conjures up sticky fig juice trickling between your fingers within the heat sunshine. Sit with it for some time as Hanami combines candy and floral with a creamy base of sandalwood and musk for a fragrance so sudden it makes you stand out from the group.
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Finest Phlur fragrance for date evening
Phlur Not Your Child Eau de Parfum, £96, Selfridges
Not for the shy, spicy cardamom, citrusy bergamot and sandalwood up the power of this mimosa and violet bouquet.
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Finest Phlur fragrance for these looking for a grown-up fruity scent
Phlur Apricot Privee Eau de Parfum, £96, Selfridges
Finest described as a fruity floral – however for individuals who choose one thing much less candy and saccharine. Pulpy apricot and velvety plum, meet spicy cardamom, peonies and woods to create a surprisingly grown-up and heat scent path.
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Finest Phlur fragrance for assembly new folks
Phlur Misplaced Trigger Eau de Parfum, £96, Selfridges
That is what you think about essentially the most attention-grabbing individual at a celebration carrying. Candy rhubarb, cassis and inexperienced fruits set the scene earlier than sinking right into a grassy mattress of white flowers and ambergris. The mix is so intriguing it appears like a completely new fragrance class.
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Finest Phlur fragrance for individuals who do not need a primary floral
Phlur Ameline Eau de Parfum, £96, Selfridges
A spicy spin on conventional rose, its backing singers are pepper and patchouli as a substitute of powder, which takes the juice in a extra intense fairly than overtly female course.
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Finest Phlur fragrance for summer season
Phlur Photo voltaic Energy Eau de Parfum, £96, Selfridges (extra inventory coming quickly)
Meet your new favorite summer season scent. First comes a rush of zippy bergamot and pink mandarin earlier than jasmine, wrapped in musk, driftwood and sea salt, conjures up damp, sandy pores and skin drying within the warmth.
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