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Chriselle Lim's Phlur names new CEO as it bolsters leadership team

Sophie Smith
15 May 2024

Phlur, the fragrance brand founded by influencer and blogger Chriselle Lim, has appointed Elizabeth Ashmun as its new CEO.

Ashmun joins the company from wellness brand Moon Juice, where she served as President for six years. Prior to this, she held various senior marketing roles at Murad, Kate Sommerville and Nestle.

"I have a passion for working with creative founders and helping them achieve their vision. Phlur is doing things in a way that is unconventional, it's very fresh and modern, and we're thinking about things in a different way than I've done previously," Ashmun told WWD.

The appointment comes Phlur also names Linette Kim as Chief Marketing Officer, bringing experience from skincare brand Bliss and L'Oreal.


Established in 2015, but taken over by Lim in 2021 following the brand's acquisition by Ben Bennett's Los Angeles-based incubator, Phlur is a modern fine fragrance brand that creates "mindfully formulated, responsibly sourced and meticulously crafted scents".

Creating scents inspired by places, feelings and universally shared memories, the brand views fragrance as an extension of personal style.

The US-based business, which is known for its best-selling Missing Person, Strawberry Letter and Mood Ring eau de parfums, is available at Space NK and Selfridges in the UK.

"The last two years, since I relaunched Phlur as the founder and creative director, has been an absolute dream. Being able to story tell and collaborate with the world’s most respected and sought out noses," said Lim via her personal Instagram account.

"Being able to create hit and viral scents back to back with my little team, but little did I know how fast and big Phlur was going to get in a short amount of time. Phlur has become bigger than I could’ve ever imagined. We have accomplished a lot but we have so much more to grow into. I have so much I want to do with the brand.

"So many of you are asking for global expansion to so many countries and different parts of the world. With that said this is a big undertaking and something I knew I needed help with. I couldn’t do it on my own and that is why I’m extremely excited to share with you the next chapter of Phlur and I’m really proud to Elizabeth Ashmun and Linette Kim to the PHLUR team."

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