Influencer Chriselle Lim on the UK launch of viral perfume Phlur

You may not have smelled a Phlur fragrance yet, given that its UK launch date arrives later this month – but chances are you’ve seen the brand or heard of it. talk.

“It’s a series of my personal experiences expressed through perfume,” says its creative director – American mega-influencer and entrepreneur Chriselle Lim. Bazaar. “From grief, to rediscovering myself, to defining who I am.” The former wardrobe stylist turned YouTube star (with over five million subscribers across her various channels) may not have the most relevant lifestyle, but, as she puts it, “this are all universally shared experiences and emotions that most people go through.” at one point “. To bottle them, she collaborated with renowned perfumers, and the results proved to be significant for many beyond all anticipation.

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This is especially true for Missing Person, a floral musk composed by Constance Georges-Picot that ignited TikTok and then sold out within five hours, leaving a waiting list of over 200,000 people. “It was incredibly overwhelming; we didn’t expect or plan for our first fragrance to go viral,” Lim says. “Traditionally, people need to smell the fragrance before they buy,” she points out, “and the fact that we weren’t in any stores or counters when we launched really proved to us that a strong storytelling can be very powerful”. With social media now amplifying word-of-mouth beauty recommendations like never before, Phlur has been embraced by a community wanting to feel — and heal — through fragrance alongside Lim.

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This brand-scented chapter is about Lim’s separation from her husband, though it’s symbolic of any significant person you can no longer smell in human form. “While the inspiration for Missing Person was my own personal story of grief and longing for someone or a specific moment in time, the scent itself is rooted in this idea of ​​warmth in someone’s skin. one. I wanted to bottle that feeling – a light, airy yet still musky scent. Something that can be openly interpreted and accessible to all. Indeed, we all have a missing person in our lives, she notes. “That whether it’s a best friend, a lover or a grandmother.The beauty of perfume is that it’s inherently nostalgic and takes people emotionally back to a moment in time.

Lim isn’t exaggerating when she says the scent “has become therapy for people on TikTok” – with users claiming it can evoke emotional flashbacks. “The scent allowed them to talk about who they missed or the emotions they went through.”

No doubt it’ll meet a rush here next week when it launches in Selfridges (so for those who don’t want to miss that, a waiting list is now live). On September 12, you’ll also be able to shop the brand’s other nine fragrances, including the latest launch, Somebody Wood; naturally, such a sell-out success encouraged Lim to share more of his stories and “continue to create beautiful products that have so much meaning and emotion behind them.”

In addition to juggling her other businesses (a childcare service and a creative studio) and being a mother of two young children, Phlur will evolve along with Lim’s story, she adds. Perfume, the 47-year-old believes, can be an extension of ourselves. “It allows us to communicate a mood, elevate a mood, and it can help us express who we are…or who we want to be.” Whichever way you look at it, we smell success.

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Donovan B. Sanford