This profile is part of the Glossy Pop guide to influencer-founded brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media.
Who: Chriselle Lim (Phlur)
What are you known for & how did you get your start?
I started blogging and YouTubing in 2012 as one of the OG creators. I mainly shared my outfits and also pieces of my personal life. I gained a strong audience mainly for fashion and my outfits but also my lifestyle tips. On TikTok, I grew my audience as “rich mom,” a fabulous fictional character.
What’s the brand: Fragrance
Find it: PHLUR.com
Why did you decide to bring a brand into this crowded marketplace?
I saw an opportunity to bring [an existing] clean fragrance brand into its second era, rebranding it for a younger consumer. The generation today wears and views fragrance very differently, so I wanted to make fine fragrance affordable, attainable and fun.
What makes the brand different?
We worked with some of the most iconic fine fragrance perfumers to create a wide variety of fragrances to evoke different moods and styles. There’s something for everyone – it’s young and fun but also incredibly chic and modern.
Fun fact: PHLUR was one of the first fragrance brands to transparently list out all of their ingredients.
Best seller: Missing Person
To read the rest of The Glossy Pop guide to influencer-founded brands, click here.
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