Beauty loves a makeover, but few have had the Cinderella moment of Phlur. Before the fragrance brand became a viral bestseller with $100 to $125 million in revenue, banking on the romantic longing of Missing Person (a floral woody musk by Constance Georges-Picot meant to emulate the scent of your lover’s skin) or the timeless popularity of Vanilla Skin (Clement Gavarry’s blend of sugar, cashmere wood, and sandalwood), Phlur was a relatively unknown fragrance brand in square white and grey packaging. Eric Korman (former President of Ralph Lauren Digital and Global E-Commerce) and his wife Cynthia (an art director for publication houses like Condé Nast and Hearst) launched the digital-first Certified B Corp fragrance brand in 2014 with a range of ingredients and environmentally conscious fragrance, bodycare, and home fragrance. Stockists included Sephora and Credo. In June 2019, the brand completed a $6 million Series A led by Symrise, Next Coast Ventures, and Belcorp. In the same move, it also acquired manufacturer Texas Beauty Labs, which rebranded to The Goodkind Co. A change of ownership occurred in February 2021, when The Center acquired Phlur for an undisclosed amount.Under the leadership of co-owner and Creative Director Chriselle Lim, and Ben Bennett, founder and CEO of The Center, Phlur’s new persona is sexy, cool, and covetable—the perfume equivalent to a mysterious downtown girl with kohl-smudged eyes, dressed in a vintage Calvin Klein slip dress dashing past you in the subway station at the midnight hour.Lim clearly knows what it takes to capture the eyes and attention of an online audience.