On July 22, leading private equity firm TSG Consumer announced it had reached a definitive agreement to acquire the rapidly growing fragrance brand PHLUR. Known for its emotionally driven storytelling and refined scent compositions, the brand is poised to enter a new phase of growth through this acquisition.
Following the transaction, influencer Chriselle Lim, who has led the brand’s relaunch, will continue in her role as Creative Director and remain an equity stakeholder. The Center, a beauty accelerator that has supported the brand since 2021, will also continue its involvement. Meanwhile, previous investor Prelude Growth Partners will exit its investment in PHLUR as part of the deal.
Founded in 2015, PHLUR was acquired and relaunched in 2021 by Chriselle Lim in partnership with The Center, led by Ben Bennett. Since then, the brand has been redefining its identity and product lineup, gaining strong traction particularly among younger consumers.
Signature products such as “Vanilla Skin,” “Heavy Cream,” and “Missing Person” have helped drive the brand’s popularity, with PHLUR expanding rapidly across major retail channels including Sephora, Amazon, and Space NK, alongside its own direct-to-consumer e-commerce platform. Its ability to offer a highly personal and sensory fragrance experience has resonated deeply with Millennials and Gen Z.
Chriselle Lim, a mother of two, has earned widespread support for her open and authentic voice. As an Asian American, she shares her life journey—including experiences with cultural identity, divorce, and cosmetic surgery—with honesty and elegance. Her refined, luxurious aesthetic and relatable storytelling have become cornerstones of PHLUR’s brand vision, which now extends beyond fragrance to represent a fuller lifestyle expression.
View this post on Instagram
Speaking on the acquisition, Lim commented: “We’ve always believed fragrance is a deeply personal form of self-expression. Our community values transparency, creativity, and emotional connection. TSG Consumer shares those values, and we’re thrilled to partner with them for this next chapter.”
PHLUR CEO Elizabeth Ashmun also expressed optimism about the partnership: “TSG Consumer’s expertise in brands and understanding of the beauty space make them an ideal partner. We’re grateful to The Center and Prelude Growth Partners for believing in us early on, and we’re now poised to accelerate PHLUR’s reach while continuing to champion the creativity that has always set us apart.”
Hadley Mullin, Senior Managing Director at TSG Consumer, added: “PHLUR’s commitment to authenticity, emotional storytelling, and modern scent creation makes it a standout in today’s fast-growing fragrance market. We’re excited to support PHLUR’s continued growth by expanding its presence across geographies and product categories while preserving the creative vision and emotional resonance that define the brand.”
The financial terms of the deal were not disclosed. The transaction is expected to close following customary conditions and regulatory approvals.
Copyright © 2025 Oui Speak Fashion. All rights reserved.