Aug 13, 2026 · 41 min · 9 segments
A single TikTok about grief scented perfume made people cry and buy a fragrance they'd never smelled. Three years later, Phlur is doing $100M+ a year and just sold to private equity. We break down how…
And I'm going to let you talk through this because this is so much more your world, Lucy, being more than 20 years younger than me.
So it has existed for a really long time, but it was purchased in 2021 by this brand accelerator called The Center.
And the man we were talking about before behind the curtain, his name is Ben Bennett and he runs The Center.
And he, whilst purchasing the brand, also reached out to the influencer Chriselle Lim and asked her to become a part owner and the creative director of the brand.
And Chriselle Lim, for those of you who don't know her, she is a big American content creator in the kind of fashion world.
Yeah, so...
Chrishell Lim, when she took over Fleur for Creative Direction, she really, what changed everything was she came out with the breakout perfume, which was Missing Person.
And people really bought into it because she really talked about a lot online in interviews.
her relationship with going through a divorce and how that really affected her.
And she felt this like loss and longing for someone.
And she wasn't really sure how to put that into fragrance notes.
And so that was kind of where Missing Person was born.
And so it was fully developed through her feeling that loss and loneliness and desire to be with someone that isn't there anymore.
And I'm going to let you talk through this because this is so much more your world, Lucy, being more than 20 years younger than me.
So it has existed for a really long time, but it was purchased in 2021 by this brand accelerator called The Center.
And the man we were talking about before behind the curtain, his name is Ben Bennett and he runs The Center.
And he, whilst purchasing the brand, also reached out to the influencer Chriselle Lim and asked her to become a part owner and the creative director of the brand.
And Chriselle Lim, for those of you who don't know her, she is a big American content creator in the kind of fashion world.
Yeah, so...
Chrishell Lim, when she took over Fleur for Creative Direction, she really, what changed everything was she came out with the breakout perfume, which was Missing Person.
And people really bought into it because she really talked about a lot online in interviews.
her relationship with going through a divorce and how that really affected her.
And she felt this like loss and longing for someone.
And she wasn't really sure how to put that into fragrance notes.
And so that was kind of where Missing Person was born.
And so it was fully developed through her feeling that loss and loneliness and desire to be with someone that isn't there anymore.
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