Phlur
- Company typePrivate
- Founded2015
- HeadquartersAustin, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Phlur firmographics
Firmographics- Name
- Phlur
- Legal name
- Phlur
- Website
- https://phlur.com/
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Phlur industry classification
Industry- Product category
- Fine Fragrance
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Toilet Preparation Manufacturing (325620)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)
- akta.pro secondary industries
- Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD), Natural & Clean Fragrance (CRABADAG)
Keywords
Where Phlur is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Phlur business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations
Revenue model
- Direct-to-Consumer Fragrance Sales: Phlur generates primary revenue through DTC sales via phlur.com, selling perfumes, body mists, and body care products. The brand's Missing Person fragrance sold out within five hours following viral social media attention.
- Annual Membership Subscription: $50/year membership offering 10% cashback, free shipping, free travel-size fragrances (4 per year), free samples with every order, and member-exclusive products and offers.
- Retail/Distribution Sales: Revenue from sales through Sephora (US, Mexico, Europe), Space NK (UK), and other retail partners including Nordstrom, Bloomingdale's, and Amazon.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium Perfume - Eau de Parfum |
| Unit Pricing | Pay-as-you-go | Body Mist - Hair & Body Fragrance |
| Unit Pricing | Pay-as-you-go | Body Care - Deodorant |
| Unit Pricing | Pay-as-you-go | Body Oil |
| Unit Pricing | Pay-as-you-go | Fragrance Discovery Set |
| Subscription | Annual | Annual Membership |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
Phlur product offering
Product offeringCore offering
Phlur is a digitally native fine fragrance brand that develops, manufactures, and sells Eau de Parfum perfumes, body mists, body oils, and natural deodorants. The brand is differentiated by emotion-based fragrance naming, clean and transparent ingredient formulations, and a discovery-set-led sampling strategy that drives customers to full-size purchases. Products are sold directly through phlur.com and through major retail partners including Sephora, Space NK, Nordstrom, Bloomingdale's, Amazon, and TikTok Shop.
Product overview
Phlur is a modern fine fragrance brand that offers a portfolio of Eau de Parfum perfumes, body mists, body care products, and gift sets. Their core products are their signature fragrances—Missing Person, Father Figure, and Vanilla Skin—alongside newer arrivals like Honey Moon, Cherry Stem, and Afterglow. These perfumes are complemented by an extensive body mist collection, body oils, and their first personal care product (natural deodorant). The brand also offers a Discovery Set for sampling, a membership subscription program, and various gift sets and bundles. The products are positioned as clean, emotionally-driven fragrances inspired by memories and feelings.
Differentiator
Problem solved
Functional benefit
Products and services
- Missing Person - Eau de Parfum Flagship floral musk fragrance with notes of skin musk, bergamot nectar, sheer jasmine, fresh cyclamen, neroli blossom, orange flower, sandalwood, blonde wood, and white musk. Sold in 50mL ($99), 100mL ($139), and 9.5mL travel size ($32). Marketed to consumers seeking emotionally evocative, gender-neutral fine fragrance.
- Father Figure - Eau de Parfum Green fig fragrance with waterlily, lush fig, cassis buds, orris root, iris flower, jasmine dew, skin musks, vanilla Madagascar, patchouli leaf, and sandalwood. Sold in 50mL and 100mL sizes targeting consumers who want a commanding yet tender fine fragrance.
- Vanilla Skin - Eau de Parfum Intoxicating woody gourmand vanilla fragrance with pink pepper, pink apple, sugar crystals, lily, jasmine petals, cashmere wood, benzoin, vanilla, sandalwood, and agarwood. Sold in 50mL and 100mL sizes; also anchors the brand's body care line.
- Honey Moon - Eau de Parfum Dreamy floral gourmand Eau de Parfum with mandarin, lavender, orange blossom, manuka honey, saffron, tonka, vanilla bean, and sandalwood. Inspired by the transformation of nectar into honey. Sold in 50mL size.
- Cherry Stem - Eau de Parfum Fruity wood Eau de Parfum introduced in 2025 and featured in the Mini Perfume Coffret and Discovery Set.
- Afterglow - Eau de Parfum Woody amber Eau de Parfum introduced in 2025 and featured in the Discovery Set lineup.
- Body Mist Collection Light, layerable hair and body mists priced at $39 for 8oz full size and $26 for 3oz travel size. Scents include Beach Skin, Island Swim, Heavy Cream, Cashmere Skin, Paradise Nectar, Vanilla Blackberry, and Moonstone, designed for layering and daily reapplication.
- Body Oil Nourishing body oils priced at $45 including Vanilla Skin Body Oil (rosehip, castor, jojoba oils with squalane and vitamin C) and Beach Skin Shimmering Body Oil with golden shimmer.
- Natural Deodorant Aluminum- and baking soda-free natural deodorant at $20 with clinically proven 48-hour odor protection, featuring BHA (Salicylic Acid), algae, and tamanu oil. Available in Vanilla Skin and Father Figure scents.
- Fragrance Discovery Set Eight-piece sample collection priced at $39 featuring 8 x 2mL samples of newest and bestselling perfumes including Rose Whip, Cherry Stem, Missing Person, Afterglow, Vanilla Skin, Father Figure, Honey Moon, and Golden Rule. Includes $20 credit toward a full-size fragrance purchase. Designed to drive sampling and full-size conversion.
- Phlur Membership Annual subscription program priced at $50/year offering four free travel-size fragrances (one per season), 10% cashback, free US shipping, free sample with every order, member-only products and offers, and early access to drops.
- Gift Sets and Bundles Curated fragrance gift sets including duets, trios, best seller collections, layering duos, and customizable travel sets; covers fragrance duets, body mist duos and trios, and deodorant bundles.
- Mini Perfume Coffret Limited-edition mini perfume set at $59 containing 4 x 7mL Eau de Parfum minis including Cherry Stem and other scents.
- Endless Summer Duo Hair and body mist duo combining Island Swim (aquatic solar) and Beach Skin scents, featuring coconut milk, bright citrus, and luminous florals in a seaside-inspired set.
Quantifiable outcome
- Sales doubled year-on-year between 2024 and 2025
- +3 more outcomes
Companies that use Phlur
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Phlur technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Phlur partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- Space NKminorSpace NK partnered with Phlur for a fragrance pop-up in London during National Fragrance Week (March 20-22), showcasing the brand alongside Glossier and Kayali with complimentary goody bags for visitors.
- SephoracoreSephora serves as Phlur's primary retail partner for North American and international expansion. Phlur launched at Sephora Mexico (April 3, 2026 app-exclusive preview; April 6 full rollout to 49 doors) and is expanding to over 300 Sephora locations across 15 European countries (late April 2026 travel sizes; June 8 broader e-commerce; June 22 physical stores).
- Mintz (Law Firm)minorMintz law firm advised Phlur on its acquisition by TSG Consumer Partners, highlighting the strategic growth of the fragrance brand.
- Texas Beauty LabsminorPhlur acquired Texas Beauty Labs in connection with its $6 million Series A funding round in June 2019, enabling vertical integration in product development.
Scale indicators9 records
Recent moves7 records
Expansion highlights6 records
Phlur competitors and assessment
Company assessmentDirect peers
- Byredo: Swedish luxury fragrance house acquired by Puig, comparable to Phlur as a designer-driven, narrative-led niche fragrance brand that built a modern prestige position through creative storytelling and influencer resonance.
- Glossier: Pioneer digitally native clean beauty brand with strong Sephora presence, comparable to Phlur as a direct-to-consumer beauty brand built on community, ingredient transparency, and millennial/Gen Z mindshare that has expanded into fragrance adjacencies.
- DedCool: Gender-neutral, clean indie fragrance brand with strong DTC and Sephora presence, directly comparable to Phlur as a digitally native, ingredient-conscious fine fragrance brand targeting similar Gen Z and Millennial consumers.
- Ellis Brooklyn: Clean, sustainably positioned indie fragrance brand founded by a beauty industry insider, directly comparable to Phlur as a digitally native, Sephora-distributed, ingredient-transparent fine fragrance brand targeting modern prestige consumers.
- Maëlys: Body care and beauty brand ranked alongside Phlur as the #2 fastest-growing DTC beauty brand in the U.S. in 2025, comparable as a digitally native, social-media-driven, prestige-positioned beauty brand targeting the same Gen Z and Millennial consumer.
- NETTE: Modern fragrance house recognized alongside Phlur as an NB100 winner, comparable as a digitally native, sustainability-focused, narrative-driven fine fragrance brand targeting younger prestige consumers.
- Rhode: Hailey Bieber's skincare and beauty brand ranked by Consumer Edge as the #1 fastest-growing DTC beauty brand in the U.S. in 2025, directly comparable to Phlur as a digitally native, Gen Z-anchored, Sephora-distributed clean beauty brand with a celebrity-founder-driven content engine.
- NOYZ: Unisex fragrance brand recognized alongside Phlur as an NB100 winner for reimagining the perfume industry, comparable as a digitally native, Gen Z-targeted, gender-neutral fine fragrance brand.
- DAISE: Digitally native fragrance brand recognized alongside Phlur as an NB100 winner reimagining the perfume industry, directly comparable as a small-batch, social-media-driven indie fragrance brand targeting similar clean-conscious consumers.
Broad incumbents
- Le Labo: Estée Lauder-owned artisanal fragrance brand, comparable to Phlur as a prestige fragrance brand built on individual scent identity, customization, and lifestyle storytelling that has set the template for indie/niche fragrance success.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Phlur social profiles
Digital presencePhlur financial estimates
Financial estimateRevenue estimate
Valuation estimate
Phlur leadership team
Management profileNumber of profiles
Profiles3 records
Phlur funding detail
Funding detailFunding overview
Funding rounds6 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Phlur M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Phlur
What does Phlur do?
Phlur is a digitally native fine fragrance brand that develops, manufactures, and sells Eau de Parfum perfumes, body mists, body oils, and natural deodorants. The brand is differentiated by emotion-based fragrance naming, clean and transparent ingredient formulations, and a discovery-set-led sampling strategy that drives customers to full-size purchases. Products are sold directly through phlur.com and through major retail partners including Sephora, Space NK, Nordstrom, Bloomingdale's, Amazon, and TikTok Shop.
Is Phlur a public or private company?
Phlur is a private company. It is classified as private equity controlled and is currently operating.
When was Phlur founded?
Phlur was founded in 2015. It employs 11 to 50 people.
Where is Phlur based?
Phlur is headquartered in Austin, United States, in the North America region.
How does Phlur make money?
Three revenue lines are on record. Direct-to-Consumer Fragrance Sales are the primary driver. The others are annual Membership Subscription and retail/Distribution Sales.
Who are Phlur's main competitors?
Direct peers on record are Byredo, Glossier, DedCool, Ellis Brooklyn, Maëlys, NETTE, Rhode, NOYZ and DAISE. Le Labo is listed as a broad incumbent.
Does Phlur have an API?
No public API is recorded for Phlur.
What industry is Phlur in?
Phlur's product category is Fine Fragrance. Its primary akta.pro industry code is CRABADAA, Fine Fragrance (Women’s/Men’s/Unisex), with a secondary code of CRADANAD, Personal Fragrances (Perfume, Cologne, Body Sprays). Its NAICS code is 456120 and its SIC code is 2840.