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As someone who sees fragrance as an extension of personal style with a growing wardrobe of perfumes, I rarely say that I love everything a brand releases. But over the past year, one brand has been quietly taking over my scent collection, bathroom cabinet and bedside table, and I’m yet to come across a launch I don’t immediately love.
If you haven’t heard of Phlur yet, let me introduce you. Phlur (pronounced “fleur”) is a modern fragrance house founded in 2015 by Eric Korman, relaunched with a fresh creative direction overseen by Chriselle Lim in 2021, whose vision brought a wave of modern, viral hits like Missing Person and Father Figure.
Speaking on her appointment, Lim said something that really resonated with me as a perfume enthusiast, and is perhaps one of the many reasons Phlur continues to infiltrate my fragrance collection. She said: “I view fragrance as an extension of personal style. Selecting a scent each day allows us to define a mood, elevate a feeling, and express who we are – or who we want to be.”
Their aesthetic is minimal, modern, and fresh – much like their fragrances, which are approachable yet elevated. From their body mists to eau de parfums, candles to hand creams, not a single product or scent disappoints. Let me walk you through what I own – and why their products are so addictive.
Full sized Phlur fragrances
Vanilla Skin – If you’re a vanilla lover, this is your dream. Vanilla Skin initially launched as a body mist and unsurprisingly went viral pretty much overnight, and it’s not hard to see why. In this scent, soft, creamy vanilla is layered with sandalwood, jasmine petals and cashmere wood for a cosy and understated fragrance. The sweetness is balanced with pink pepper, ensuring it doesn’t stray into saccharine-sweet territory, remaining warm and a little bit sensual. It’s the kind of scent that stays close and somehow smells even better the longer it’s worn. Buy it here.
Strawberry Letter – Perfect for the summer months, Strawberry Letter is a bright and juicy gourmand scent that is surprisingly grown-up. After the initial fruity hit of strawberry and plum nectar, it settles into something more complex with creamy woods and soft musk. Sparkling and sophisticated, it really comes into its own in the warm weather, with red poppy and apple blossom delivering a dreamy floral hit. I don’t find this one quite as long lasting as some of the others that seem to linger much longer on the skin, but it very much is a ‘joy in a bottle’ perfume. Buy it here.
Soft Spot – There’s something effortlessly clean and comforting about Soft Spot. It’s a gentle, powdery floral with a touch of clean musk and airy freesia that gives off ‘freshly laundered sheets on a sunny morning’ vibes. Magnetic and sultry, the skin-on-skin fragrance is a go-to for days when I want something light, uplifting but addictive. If slow Sunday mornings were a scent, Soft Spot would be it. Buy it here.
Golden Rule – This is my ‘evening out’ scent as it’s got such an alluring and confident feel to it. Radiant with feminine energy, it’s a powerful fragrance that really packs a punch. It opens up with mandarin, golden pear and pink pepper, which is met by velvety coconut milk and rich vanilla cream, jasmine and orange flower. Launched in 2025, it’s one of their newest scents and one of their boldest, too. Luxurious and feminine, it’s a dream on its own or layered up with scents like Father Figure for an even more unique aroma. Buy it here.
Father Figure – Earthy, green, and quietly confident, Father Figure is one of the most unique scents I own. With fig, cassis, and creamy woods, it’s genderless and seriously grounding. I reach for it when I want something that smells different from everything else on the market, and as a result, it always gets noticed and is by far one of my most complimented fragrances. It’s fresh, but not in a typical citrus way; inspired by hidden gardens, it’s got a mysterious quality to it which I can’t help but adore. Buy it here.
Rose Whip – Rose Whip throws out the rulebook on what is considered a typical rose fragrance and transforms it into something contemporary, peppery, and rebellious. The rose here is delicate and velvety, but it’s paired with pink pepper and leather, giving it a spiky twist. It’s floral, yes, but it has an edge, and I love wearing it when I want to feel empowered and a little unexpected. Buy it here.
Travel friendly scents
Phlur’s 9.5ml sprays are perfect for slipping into a handbag, taking on holiday, or simply testing the waters before committing to a full-sized bottle. They’re beautifully packaged and ideal for on-the-go, whether it’s a long day at the office, a weekend getaway, or just wanting to carry a little luxury with you wherever you are. I also find them a great way to build a scent wardrobe without the pressure or expense of a full-sized purchase, making it easy to discover what you love. And at £32, they make excellent gifts for loved ones, too.
Missing Person – This is the fragrance that really put Phlur on the map, and for good reason. Missing Person is soft, warm, and incredibly intimate, designed to evoke the lingering scent of your lover’s skin. With notes of skin musk, white florals, and a hint of sheer blonde woods, it’s a delicate and provocative scent that is super comforting, ethereal and clean. Being a more subtle fragrance, it feels really personal, and can be intensified by pairing it with the Missing Person body oil for an amplified and longer-lasting effect. This is one I’ll absolutely repurchase in full size. Buy it here.
Mood Ring – Mood Ring Perfumer Frank Voelkl said “This fragrance will make you think you’re smelling in colour,” and he is absolutely right. This is the most different to my usual suspects, offering a seriously vibrant, sugary and euphoric scent that is really adaptive. This fruity floral fragrance starts with the nostalgic sweetness of fruit gummies, orange zest and dragon fruit pulp for an energetic hit, while sunny blooms of marigold and orange flower add a dreamy ambiance. It’s got a real mood-lifting quality that makes it perfect for everyday wear. Buy it here.
Body Mists
While I often reserve eau de parfums for when I want something more long-lasting or layered, Phlur’s body mists have quickly become everyday staples for me. They’re lighter than perfume but still beautifully complex, making them perfect for misting over clothes, hair, or straight onto skin. What I love most is that, while some correspond to the brand’s popular, concentrated scents, many are standalone fragrances, offering something a little different. Whether I’m fresh out of the shower, heading to the gym, or just wanting a quick pick-me-up, these mists are regularly and liberally spritzed throughout the day.
Vanilla Smoke – This is vanilla, but not as you know it. Think cosy bonfire meets silky vanilla for a smoky, sultry, but everyday wearable scent. Tonka bean and incense create a warm base, while the vanilla adds that creamy, addictive quality Phlur does so well. I love using this one in cooler months or layered with the Vanilla Skin EDP for extra oomph. Buy it here.
Vanilla Nectar – Lighter, airier, and a touch more playful than Vanilla Smoke, Vanilla Nectar is sunshine in a bottle. Think dripping papaya and apricot with creamy vanilla for a scent that’s almost good enough to eat. It’s a gorgeous everyday mist – sweet without being cloying, and bright enough to wear year-round. I find it works especially well on clothes or layered with Soft Spot for a clean-meets-sweet finish. Buy it here.
Heavy Cream – This one is for dessert lovers. It sits somewhere between a fresh-baked vanilla cake and creamy coconut sunscreen. It’s the gourmand mist of dreams, and somehow still manages to feel elevated. Super indulgent, it offers notes of lemon sugar, marshmallow, salted caramel and whipped cream – I mean, it literally reads like a sweet treat menu – balanced with jasmine blossom for a delicate floral element. Buy it here.
Beach Skin – If summer had a signature scent, this would be it. Beach Skin blends salty sea spray with creamy sandalwood, coconut, and a touch of bergamot for that sun-warmed, just-back-from-the-beach glow. It’s soft, skin-like, and a little nostalgic – less tropical cocktail, more sun-drenched memories. I especially love wearing this in warmer weather, and plan on taking it away with me for my next getaway. Buy it here.
Peach Skin – This spritz delivers a squeeze of juicy, fuzzy peach with a soft sandalwood dry down. It’s fruity and fresh, with notes of peach bellini, bergamot, coconut caramel and amber. White florals are prominent here, too, with white freesia, jasmine nectar and vanilla orchid. Great as a layering mist (especially with Beach Skin) or all on its own for a light, uplifting burst of summer sweetness. Buy it here.
Deodorants
I never thought I’d feel excited about deodorant, until Phlur entered the chat. These are unlike anything I’ve used before – beautifully scented, gentle on the skin, and surprisingly effective. They’re free from aluminium and baking soda, which makes them perfect for sensitive skin, and still manage to deliver all-day freshness. The formulas use skincare hero Salicylic Acid, to neutralise odor-causing bacteria and help brighten underarm discoloration, while nourishing algae and tamanu oil moisturise the skin. So far, there are only two fragrances available, but I would love them to bring out some more.
Vanilla Skin – Just like the perfume, Vanilla Skin in deodorant form is comforting, warm, and cosy. It adds a subtle sweetness to my wellness routine that I haven’t found in traditional deodorants, and layers beautifully with the EDP or body mist if you want to build on that scent story. Buy it here.
Father Figure – Much like Vanilla Skin, Father Figure is ideal for layering with other products in its range for an amped up take on the fragrance. Honestly feels more luxe than most perfumes I’ve tried in stick form. I love wearing this one when I want something clean and different – it’s the perfect unexpected twist to my morning routine. Buy it here.
Other Phlur favourites
Missing Person Hand Cream – Phlur’s Missing Person Hand Cream is one of those products I didn’t know I needed until I started using it daily. It’s hydrating without being greasy, and the scent lingers beautifully on the hands. I love reapplying throughout the day not just for the moisture boost, but also for that little hit of comfort and familiarity. If you already love Missing Person, this is such an easy way to incorporate it into your everyday life. Buy it here.
Missing Person Body Oil – The Missing Person Body Oil takes layering to the next level. It has all the warmth and intimacy of the original fragrance, but with the added bonus of leaving your skin silky, nourished, and lightly glowing. It melts in effortlessly and leaves behind that signature scent in the most natural, close-to-skin way. I love using it straight after a shower or before bed. It’s also the perfect base for layering with the EDP if you want to amplify the fragrance and help it last even longer. Buy it here.
Missing Person Candle – If you’ve ever wanted your space to smell like Missing Person, this candle is your answer. With 70 hours of burn time, it fills the room with the same gentle, comforting blend, but in an ambient, calming way. The throw is impressive for a subtle scent like this – it creates a peaceful, warm atmosphere without being overpowering. The vessel is chic, too, with a white body that’s ideal for storing long matches or makeup brushes after it’s burned up. Buy it here.
So if you’re just starting your fragrance journey or looking to expand your collection with something fresh and modern, Phlur is a brand I can’t recommend enough. They layer beautifully across product categories, and whether I’m misting myself before a matcha run, lighting a candle during bathtime, or reaching for a spritz for date night, there’s a Phlur scent for every part of my day, no matter how I’m feeling.
If you’ve ever felt overwhelmed by fragrance or bored by the same old blends, Phlur is well worth exploring. But be warned: once you fall for one, you might just find yourself with a new obsession.
