TSG Consumer Partners has acquired the indie fragrance brand Phlur, known for its innovative scents and strong consumer engagement, signaling a strategic investment in the growing fragrance market.

Target Information

Phlur, a modern masstige fragrance brand, has gained attention in the beauty industry for its unique approach to scent. Following its relaunch in February 2022 by influencer Chriselle Lim and brand accelerator The Center, Phlur has made a significant mark with its mood-centric fragrances, such as the popular 'Missing Person' scent. This fragrance is rooted in Lim’s personal experiences, offering consumers a deeper connection through raw emotion and vulnerability.

Under the leadership of CEO Elizabeth Ashmun, Phlur has made impressive strides, projected to exceed $150 million in retail sales in 2025. The brand stands out in the marketplace by attracting a diverse customer base, with 50% new to the fragrance category, making it a compelling player in the competitive fragrance landscape.

Industry Overview in the United States

The fragrance industry in the United States has emerged resilient and rapidly growing, particularly post-pandemic, where it has become the fastest-growing segment w