Phlur

The fragrance label was taken over in 2021 by LA-based influencer and digital pioneer Chriselle Lim and creatively revamped. The brand name is a play on the French word for flower, "fleur", combined with the fact that it is the pH value of the skin that makes fragrances smell different on everyone. The collection, created by different perfumers, is inspired by memories and emotions, with a sustainable approach: the raw materials are of natural or synthetic origin to protect nature, but also to ensure an optimal compatibility.