How a Scent Turned Into $150million
How a Scent Turned Into $150million
Last week my client, Chriselle Lim, announced that Phlur (the fragrance brand she helped revive) has been acquired by TSG Consumer Partners, a private equity firm known for investing in consumer growth brands.
For most beauty insiders, this is big business news. Especially since Rhode sold a couple of weeks back. But I want to highlight one thing for creators here bc this sale (like Rhode’s) is a phenonmenal case study in how influence can turn into equity and, eventually, into a major exit.
So I do want to point out something that may seem obvious but is critical to understanding its success. Chriselle didn’t just endorse Phlur… she wasn’t just their brand ambassador. She was a leading figure in actually building it. After acquiring and relaunching the then-defunct fragrance brand in 2022, she infused it with a narrative-driven, emotionally resonant brand identity. Her debut scent Missing Person went viral on TikTok, sold out multiple times, and helped reframe fragrance as a storytelling medium. And to think this began because of her divorce. She made a heartbreaking moment in her life into a triumph, and not in a deceiving way, but in a real human and extremely vulnerable approach. I know, I was along with her for this ride. It was brutal and real. Something that is not found often with creators of her magnitude.
The results speak for themselves:
Over $150M in projected retail sales for 2025
65% YoY growth
A top-10 spot at Sephora and triple-digit growth at Space NK
Say hello to what happens when a company has creative direction, community building, and deep platform fluency. Not to freakin’ shabby.
Okay, now back to you my fellow creator, dreamer, do-er. I want to breakdown the four key elements of its success so that you too can start using it for your creator business…. as in, you don’t need a BRAND to execute on this. You are your own brand, got it?
Authentic ownership
Chriselle wasn’t a face of the brand… she was the brand. That creative control gave her the freedom to make scent launches feel intimate, cinematic, and personal. She owned what she put out there. She was vulnerable in its approach.
Narrative-first branding
Phlur succeeded not just because of fragrance quality, but because it told stories that resonated emotionally. Chriselle took you on the ride with her. It was like she was your BFF telling you why she choose the scent, the fragrance. She was deeply rooted in her “WHY?”Platform-native strategy
Chriselle used social media to her advantage, especially TikTok and Instagram. Her storytelling wasn’t adapted to the platforms but rather it was built for them.Partnerships, not just investment
By working with The Center, a brand accelerator, and now TSG, Chriselle brought in operational support while maintaining creative control. Having an efficient team beside her was critical for her business.
I know I sound like a broken record when I say that the new creator economy playbook starts with trust and builds with vision. And again guys, I don’t think every body in this planet should own their own line/product. It’s simply not sustainable. So that’s why it’s crucial for creators to own up to knowing they themselves are a business.
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XX Idalia