Phlur

Phlur is an American fragrance brand founded by Eric Korman, the former president of global e-commerce for Ralph Lauren. The name is a deliberate wordplay on the French word fleur and the pH of skin, reflecting the brand’s focus on how scent develops differently on each person.

The brand originally positioned itself around sustainable, mindful formulation and a modern approach to fine fragrance. In 2021, it was taken over by Chriselle Lim, who later relaunched and creatively revamped it; coverage around the relaunch ties the brand closely to her personal turning point and the launch of Missing Person. That perfume became the line’s breakout hit and helped define Phlur’s signature style: skin-close, emotional, clean-leaning scents built for easy daily wear.

Phlur is best known for approachable, contemporary fragrances that lean fresh, musky, fruity-floral, and soft amber rather than heavy traditional perfumery structures. Its current identity sits between clean beauty and trend-driven niche, with a strong emphasis on storytelling, accessibility, and broad wearability.