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. More from the series →
Chriselle Lim was one of the first popular lifestyle vloggers on YouTube in 2012. The more she shared her daily outfits and personal stories, the larger her following grew. As time went on, Lim expanded her online presence to TikTok and grew a quick following thanks to her “rich mom” skits. In 2021, she and The Center relaunched Phlur, a preexisting fragrance brand. To resonate with a younger audience, Lim transformed Phlur into a more transparent and environmentally-conscious brand by sharing details about the products’ manufacturing. Phlur sells a plethora of fragrances in perfume and body lotion forms.
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
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