Chriselle Lim’s Phlur Acquired After Viral Success—Expected to Hit $150M in Sales

Summary:

Phlur, co-owned by Chriselle Lim and Ben Bennett, was acquired by TSG Consumer Partners, anticipating $150 million in sales by 2025.
The brand’s breakout scent, Missing Person, resonated emotionally with customers, leading to a loyal following and a 65% sales increase.
Phlur’s acquisition marks a milestone in creator-led beauty brands, solidifying its place as a top fragrance brand at Sephora and Space NK.

The fragrance that started as a post-divorce passion project is now a major beauty buyout.

On Tuesday, TSG Consumer Partners confirmed its acquisition of Phlur, the moody, mass-market fragrance label co-owned by influencer Chriselle Lim and brand builder Ben Bennett of The Center. While the price tag remains under wraps, CEO Elizabeth Ashmun says Phlur is on track to top $150 million in retail sales in 2025.

Phlur’s breakout scent, Missing Person, went viral after its 2022 relaunch—born from Lim’s raw emotional journey after divorce. “I was in a very broken place at the time,” Lim said. “We weren’t selling a fantasy. We were offering vulnerability, transparency, and something real.”

That emotional resonance hit a nerve—and a market. Since then, the brand has grown a loyal fanbase drawn to its sensorial storytelling and aesthetic-driven campaigns. Other bestsellers like Vanilla Skin and Father Figure, along with body mists and deodorants introduced in 2023, helped drive a 65% year-over-year sales jump.

@chrisellelimMy brand got acquired and this is what it really means to me. So proud of how far I’ve come and all that’s ahead♬ original sound – Chriselle Lim

Ashmun says half of Phlur’s customers are new to fragrance altogether—proof that the brand is bringing fresh noses into the category. It’s now a top 10 fragrance brand at Sephora in both the U.S. and Canada, and ranks among the top 10 overall beauty brands at Space NK.

The deal also strengthens TSG’s growing portfolio of creator-led beauty brands. The firm has backed Summer Fridays and previously supported Huda Beauty—a sign that influencer-founded companies are evolving beyond hype into lasting brand power.

“Phlur is a brand,” said TSG’s Hadley Mullin, “not just Chriselle’s fragrance line.” The difference? Sustained demand from both customers and retailers since day one.

Lim, who stays on as Phlur’s Creative Director, originally built her digital footprint through her blog and YouTube channel, The Chriselle Factor. “I never thought I’d own a fragrance company,” she told The Business of Beauty. “But this was a story I needed to tell—and scent became the medium.”