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TSG Consumer Partners Acquires Indie Fragrance Brand Phlur

Private equity firm TSG Consumer Partners has officially acquired Phlur, a trending fragrance label.

July 22, 2025 at 12:30 PM

TSG Consumer Partners has officially acquired the indie fragrance brand Phlur amid a growing market.

TSG Consumer Partners Acquires Phlur in Strategic Move

On Tuesday, TSG Consumer Partners confirmed its acquisition of the indie fragrance brand Phlur. The terms of the deal remain undisclosed, but projections indicate that Phlur may generate over $150 million in retail sales this year. Originally relaunched in February 2022 by brand accelerator The Center, Phlur blends unique storytelling with innovative marketing strategies, appealing to younger, discerning consumers. CEO Elizabeth Ashmun highlighted that around 50 percent of Phlur's customers are new to the fragrance category. This acquisition positions TSG deeper into the influencer-led beauty market, which has shown potential for significant growth amidst current industry challenges.

Key Takeaways

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TSG Consumer Partners acquires Phlur to expand its beauty portfolio

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Phlur forecasted to generate over $150 million in retail sales this year

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The fragrance market is expected to grow by 6 percent by 2030

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Phlur's approach focuses on storytelling and emotional resonance

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50 percent of Phlur's customers are new to fragrances

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Shift from signature scents to scent layering reflects changing consumer preferences.

"We were able to offer something different that hasn’t been done in fragrance, which was rawness and vulnerability."

Chriselle Lim emphasizes Phlur's unique approach to fragrance marketing.

"The most important voice in the room when we’re evaluating which brand to invest in is the consumer."

Hadley Mullin outlines the consumer-centric approach of TSG Consumer Partners.

"Phlur is a brand; it’s not just Chriselle’s fragrance line."

Hadley Mullin differentiates the brand's identity from its founder.

"While scents like Dior Sauvage remain top sellers, customers are ditching the idea of a signature scent in favor of scent layering."

Analysts observe a shift in customer preferences in the fragrance market.

Phlur exemplifies a shift in the fragrance industry as it effectively merges influencer culture with authenticity and emotional depth. The brand's story, rooted in personal experiences, resonates powerfully with consumers. TSG's decision to purchase Phlur aligns with a broader trend where brands led by relatable voices gain traction. This move underscores the importance of connection and engagement in an era where traditional marketing strategies struggle to captivate younger audiences. The evolution of fragrance consumption also suggests a departure from conventional methods, with consumers increasingly valuing personal relevance over prestige.

Highlights

Phlur showcases the power of emotion in fragrance marketing.
Storytelling is one of my superpowers, says Chriselle Lim.
Influencer-led brands are redefining the beauty landscape.
Personal relevance over prestige is reshaping fragrance consumption.

Investment Risks in Influencer-Focused Beauty Brands

TSG's acquisition of Phlur highlights potential risks in the influencer-driven beauty market, where fluctuating consumer interests and economic conditions may impact growth. The beauty sector is facing a challenging M&A environment, which could affect future investments.

TSG's acquisition of Phlur highlights the evolving landscape of the beauty industry amid a growing demand for authenticity.

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private equity fragrance influencer marketing beauty industry consumer trends business beauty investment

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