TSG Consumer Partners has signed an agreement to acquire PHLUR, a modern fragrance brand, aiming to accelerate its growth through enhanced market presence and creative collaboration.

Target Information

PHLUR is an innovative fragrance brand based in the United States, celebrated for its unique approach to scent creation that emphasizes emotional storytelling and accessibility. Established with a commitment to mindful formulation and radical transparency, PHLUR collaborates with master perfumers to design sophisticated fragrances that resonate deeply with consumers. Notable offerings include bestselling scents such as Vanilla Skin, Heavy Cream, and Missing Person. The brand has effectively built a loyal customer base and grown rapidly through direct-to-consumer channels, including its own website, as well as partnerships with prominent retailers like Sephora, Amazon, and Space NK.

Industry Overview

The fragrance industry in the United States has been transforming significantly over the past few years, driven by shifting consumer preferences toward natural ingredients, ethical sourcing, and brands that align with personal values. As consumers increasingly seek unique and personalized scent experiences, the market has responded with a surge in brands that prioritize emotional connections through storytelling and creativity.

In addition, the rise of e-commerce has revolutionized how consumers shop for fragrances, allowing niche and indie brands like PHLUR to access a broader market without the constraints of traditional re