Phlur acquired by TSG Consumer Partners amid rising demand for indie fragrances

Phlur, the fragrance brand founded by influencer and blogger Chriselle Lim, has been acquired by private equity firm TSG Consumer Partners.

The company has entered a definitive agreement to acquire the indie label, which is expected to generate over $150 million in retail sales this year.

Lim will continue as Creative Director and retain a stake alongside Ben Bennett’s The Center, a beauty accelerator that partnered with Phlur in 2021.

"We’ve always believed fragrance is a deeply personal form of self-expression," said Lim. "Our community values transparency, creativity, and emotional connection. TSG Consumer shares those values, and we’re thrilled to partner with them for this next chapter."

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 US-based brand views fragrance as an extension of personal style.

The business appointed Elizabeth Ashmun as its CEO last year, bringing experience from various senior marketing roles at Murad, Kate Sommerville and Nestle.

"TSG Consumer’s expertise in brands and understanding of the beauty space make them an ideal partner," said Ashmun. "We’re now poised to accelerate Phlur's reach while continuing to champion the creativity that has always set us apart."

While specific plans following the acquisition of Phlur have not yet been revealed, TSG will aim to build on Phlur's strong momentum, having experienced rapid growth with year-on-year sales doubling between 2024 and 2025, according to Forbes.

The deal also enables TSG to deepen its presence in the influencer-founded beauty market.

Last year, the firm invested in Summer Fridays, the skincare and makeup brand created by influencers Marianna Hewitt and Lauren Ireland. It has also previously held a stake in Huda Beauty, which was bought back by founder Huda Kattan in June.

It comes as demand for fragrance remains strong, with sales continuing to grow at major companies such as Puig. Meanwhile, Unilever is investing £80 million to expand its in-house fragrance capabilities in the UK, including the construction of a new "state-of-the-art" fragrance facility.

Selfridges also recently unveiled an AI-powered fragrance discovery tool that doesn't just help you pick a perfume, but translates your emotions into scent.

When it comes to buying fragrance, consumers are more educated than ever before. The demand for quality, longevity, and value continues to be a critical factor.

Fragrances that challenge traditional norms with unconventional combinations and unpredictable notes are emerging as consumers crave more complex gourmands, higher intensities, and varied fragrance products.

As a result, sales of niche and artisanal brands are increasing as customers seek quality and unique fragrances - a trend that is working in Phlur's favour.