Agenda-setting intelligence, analysis and advice for the global fashion community.
Phlur, the masstige fragrance line co-founded by influencer Chriselle Lim and produced by brand accelerator The Center, will launch into the Middle East and Australia this fall, The Business of Beauty can confirm.
The brand’s full line of fragrances, which includes best-sellers like Missing Person and Father Figure eau de parfums and body sprays, will launch in Mecca doors in Australia and New Zealand on Aug. 26 and Sephora Middle East in the UAE, Saudi Arabia, Kuwait, Qatar, Oman and Bahrain on Sept. 15. The line is also carried in the UK’s Space NK. In July, The Business of Beauty confirmed that Phlur had been acquired by TSG Consumer Partners.
“Phlur is really a digitally native brand, and we were seeing a lot of demand globally,” particularly concentrated in the Middle East and Australia, co-founder Lim told The Business of Beauty.
“We have a very strong partnership with Sephora, and currently we’re focused on the US and Canada,” Phlur chief executive Elizabeth Ashumun added. “Separate from the TSG acquisition, we felt this was the natural next step for us. We all really believe in walking before we run,” she said. “And we walk very fast.”
ADVERTISEMENT
Phlur will receive “prominent” placement in Mecca stores, and be displayed on endcaps in the Middle East, with press events in both markets (with Lim in attendance). It will also localise for the latter region, positioning its clean scents like Missing Person for layering while making new stars out of fuller-bodied fragrances, like its leathery floral Rose Whip. “We think about what our icons will be in that market and what we want to hero it out,” Ashumun said.
Lim said the brand is focused on innovation, new categories and further international expansion, with Ashumun alluding to “one or two additional major market” launches in 2026.
Editor’s Note: This story was updated on Aug. 15 2025 to clarify that this is not Phlur’s first international expansion.
Learn more:
TSG Consumer Partners Acquires Phlur
The evocative masstige fragrance brand, relaunched by influencer Chriselle Lim and Ben Bennett’s The Center, will join the private equity firm’s portfolio, The Business of Beauty can exclusively confirm.
