Phlur

Eric Korman founded Phlur in 2015. Prior to that, he served as President of Global E-Commerce at Ralph Lauren, and earlier founded the luxury digital retailer eLuxury, which he sold for approximately $100 million (per public record). Korman's deep background in digital-first luxury retail shaped Phlur's direct-to-consumer architecture.

Phlur sells a curated sample kit of three fragrances for $18, which includes a credit for a full-size bottle purchase. This converts the traditional department-store test-and-spray ritual into a home-based, low-friction experience with an ownership hook built into the price. The model also generates structured preference data that feeds the company's product development pipeline.

Phlur does not operate its own physical retail stores. Its distribution is almost entirely direct-to-consumer through its website, supplemented by selective wholesale placements at Sephora and a small number of specialty beauty retailers. International customers are served via e-commerce fulfillment.

Serial beauty entrepreneur and influencer Chriselle Lim acquired Phlur in 2022 and serves as Creative Director, with operations based in Austin, Texas. Under Lim, the brand has expanded from fragrance into body care, home scent, laundry care, and travel-sized discovery sets, while increasing its reliance on influencer co-creation and TikTok-driven organic growth loops.

The fragrance Missing Person is Phlur's dominant bestseller, widely circulated on social media for its minimalist skin-scent profile. Somebody Wood is the second most cited scent in user reviews and sales rankings. Both products are classified as fine fragrance, not eau de toilette or body mist, and represent the brand's mid-tier pricing strategy — approximately $96 for a 50ml bottle.