From heartbreak to fragrance empire: How PHLUR became the Taylor Swift of scent

When Chriselle Lim took over PHLUR in 2021, she was going through a divorce and wanted to bottle up loneliness itself, specifically, the scent of someone's skin that brings warmth when you're alone. What started as emotional therapy became a fragrance phenomenon with 250,000-person waitlists.

This week on The Formula, Kelly chats with the woman behind PHLUR about turning personal trauma into business gold, why fragrance wardrobes are replacing signature scents, and how she built a community so devoted they'll blind-buy every release. From the genius behind fragrance names like Father Figure and Missing Person, to why Gen Alpha treats fragrance like fashion, Chriselle reveals how storytelling drives every scent creation. Plus, she reveals which PHLUR fragrance to try first (spoiler: it's the "blue jeans of fragrance") and her take on what Australia would smell like as a scent.

PRODUCTS MENTIONED:

PHLUR Fragrances:
Missing Person $171
Father Figure $171
Beach Skin $66
Rose Whip $171
Vanilla Skin $171
Caramel Skin $66

FOR MORE WHERE THIS CAME FROM: 

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CREDITS:

Hosts: Kelly McCarren

Guest: Chriselle Lim 

Producer: Sophie Campbell

Audio Producer: Tegan Sadler

Video Producer: Artemi Kokkaris

Just so you know — some of the product links in these notes are affiliate links, which means we might earn a small commission if you buy through them. It doesn’t cost you anything extra, and it helps support the show. Happy shopping!

Mamamia acknowledges the Traditional Owners of the Land we have recorded this podcast on, the Gadigal people of the Eora Nation. We pay our respects to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander cultures.

From heartbreak to fragrance empire: How PHLUR became the Taylor Swift of scent
When Chriselle Lim took over PHLUR in 2021, she was going through a divorce and wanted to bottle up loneliness itself, specifically, the scent of someone's skin that brings warmth when you're alone. What started as emotional therapy became a fragrance phenomenon with 250,000-person waitlists.
This week on The Formula, Kelly chats with the woman behind PHLUR about turning personal trauma into business gold, why fragrance wardrobes are replacing signature scents, and how she built a community so devoted they'll blind-buy every release. From the genius behind fragrance names like Father Figure and Missing Person, to why Gen Alpha treats fragrance like fashion, Chriselle reveals how storytelling drives every scent creation. Plus, she reveals which PHLUR fragrance to try first (spoiler: it's the "blue jeans of fragrance") and her take on what Australia would smell like as a scent.
PRODUCTS MENTIONED:
PHLUR Fragrances:
<ul>
<li><a href="https://fave.co/3JSgD0n">Missing Person</a> $171</li>
<li><a href="https://fave.co/4gqH1uu">Father Figure</a> $171</li>
<li><a href="https://fave.co/42uhtGP">Beach Skin</a> $66</li>
<li><a href="https://fave.co/46zh7B9">Rose Whip</a> $171</li>
<li><a href="https://fave.co/4mj8tvn">Vanilla Skin</a> $171</li>
<li><a href="https://fave.co/4nmn0Y4">Caramel Skin</a> $66</li>
</ul>
FOR MORE WHERE THIS CAME FROM:&nbsp;
Watch &amp; Subscribe on YouTube<a href="https://www.youtube.com/@youbeautypodcast">&nbsp;</a>&ndash; Watch this episode, tonight at 7pm! Catch it&nbsp;<a href="https://www.youtube.com/@youbeautypodcast">here.</a>
Follow us on Instagram: <a href="https://www.instagram.com/youbeautypodcast/?hl=en">@youbeautypodcast</a>
Follow us on TikTok: <a href="https://www.tiktok.com/@youbeautypod">@youbeautypod </a>
Join our You Beauty Facebook Group <a href="https://www.facebook.com/groups/2112109512358240/">here</a>
For our product recommendations, exclusive beauty news, reviews, articles, deals and much more - sign up for our free You Beauty weekly newsletter&nbsp;<a href="https://www.mamamia.com.au/mamamia-you-beauty-newsletter/">here</a>
Subscribe to Mamamia&nbsp;<a href="https://www.mamamia.com.au/subscribe/?utm_source=shownotes&amp;utm_medium=podcast&amp;utm_campaign=youbeauty">here</a>
GET IN TOUCH:
Got a beauty question you want answered? Email us at <a href="mailto:youbeauty@mamamia.com.au">youbeauty@mamamia.com.au</a> or <a href="https://www.instagram.com/youbeautypodcast/?hl=e">send us a voice note on Instagram!</a>
You Beauty is a podcast by <a href="https://www.mamamia.com.au/">Mamamia.</a>&nbsp;Listen to more Mamamia podcasts&nbsp;<a href="https://www.mamamia.com.au/podcasts/you-beauty/laura-wells-in-her-bag/%C2%A0https://www.mamamia.com.au/podcast/">here</a>.
CREDITS:
Hosts:&nbsp;<a href="https://www.instagram.com/kelly_mccarren/?hl=en">Kelly McCarren</a>
<a href="https://www.instagram.com/tigga_natoli/?hl=en"></a>Guest: <a href="https://www.instagram.com/chrisellelim/?hl=en">Chriselle Lim&nbsp;</a>
Producer: Sophie Campbell
Audio Producer: Tegan Sadler
Video Producer: Artemi Kokkaris
Just so you know &mdash; some of the product links in these notes are affiliate links, which means we might earn a small commission if you buy through them. It doesn&rsquo;t cost you anything extra, and it helps support the show. Happy shopping!
Mamamia acknowledges the Traditional Owners of the Land we have recorded this podcast on, the Gadigal people of the Eora Nation. We pay our respects to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander cultures.

Need help navigating what serum you should be putting on your face? Finding the perfect mascara? Navigating the beauty aisles? You Beauty is the podcast for your face, and it’s here to answer all your questions.

Need help navigating what serum you should be putting on your face? Finding the perfect mascara? Navigating the beauty aisles? You Beauty is the podcast for your face, and it&rsquo;s here to answer all your questions.

You Beauty

The Latest Viral Fragrance With 250K Waitlists & A Tragic Backstory

https://api.omny.fm/orgs/3ea926be-9be7-482a-8ac3-a44f016e43d1/clips/674904a4-fc2a-4d60-b0df-b34b0051db37/transcript