Phlur

Austin, Texas, USA · Founded by Eric Korman; Chriselle Lim · Founder-led

Clean, transparency-driven fine fragrance — every note disclosed, every formula EU-compliant.

Why it matters

Originally launched 2016; relaunched 2022 under creative director Chriselle Lim. Missing Person became one of the most-requested fragrances on TikTok in 2022–23 and a category-defining viral perfume. Reference case for clean fragrance reaching mass cultural penetration without a celebrity face.

Ingredients we're watching

clean musksiso e superambroxan

External

phlur.com →

Other brands in Clean Fragrance

Skylar
San Francisco, USA · Cat Chen
DedCool
Los Angeles, USA · Carina Chaz
Boy Smells
Los Angeles, USA · Matthew Herman & David Kien

Coverage on Clean Fragrance

K-Fragrance Is Building Its Own Visual and Olfactory Language in the EU
Mariko Lin · 7 min
Clean Fragrance Is Entering Its Credibility Era
Mariko Lin · 7 min

Graph relationships

Timeline

Sources

01
How Phlur's Missing Person Took Over TikTok ↗
Vogue Business
02
Inside Phlur's Relaunch with Chriselle Lim ↗
Glossy
03
Phlur: FUTURE50 ↗
BeautyMatter

Phlur

Skylar

DedCool

Boy Smells

K-Fragrance Is Building Its Own Visual and Olfactory Language in the EU

Clean Fragrance Is Entering Its Credibility Era