Phlur celebrates biggest launch of 2025 with pop-up in London
Phlur is spotlighting its biggest fragrance launch of the year with a three-day pop-up in London’s Covent Garden, held in partnership with Space NK.
Launching today and running through 7 September, the new experience invites guests to discover the brand's latest Eau de Parfum, Cherry Stem.
The pop-up brings the scent to life through a sensorial journey designed to capture the fragrance’s "dangerously addictive" spirit.
As part of this, the first 50 customers to purchase at the po-up will receive a complimentary 9.5ml Rose Whip EDP to take home.
Described as "the perfume that takes cherry from sweet to sexy", Cherry Stem blends black cherry and plum nectar with ebony woods and sugared jasmine, creating "a swirl of bold warmth".
Hints of caramel and soft leather also add depth to the fragrance, which will be available for purchase at the pop-up.
The fragrance launch comes as cherry emerges as a popular trend in beauty, with TikTok’s cherry-coded aesthetic dominating beauty feeds and searches for "dark cherry" looks surging by 235%.
The pop-up forms part of Covent Garden's 'Big Beauty' event - a 10-day celebration of skincare, fragrance, makeup and wellbeing as "London's Beauty Quarter".
Taking place from 4-14 September, visitors can expect exclusive Piazza pop-ups from big beauty brands, industry experts and immersive moments.
Read more about how Covent Garden is becoming London's beauty capital here.
