Although the value of the deal was not disclosed but re-launched fragrance label Phlur has just been acquired by TSG consumer. Phlur is an American fragrance line that was founded in 2015 which then went on to be re-lauched in 2021. The brand is known for its signature clean scents and has expanded its category of fragrance which now include oil, body mist, etc,
TSG consumer company is an American private equity company that was founded in 1986, the brand has acquired many brands like Summer Fridays, making Phlur the newest addition to the company’s portfolio. It announced on July 22, 2025 that TSG consumer., a leading private equity company that specialises in consumer brands has struck a deal with Phlur, a fragrance brand known for its emotion led position in the beauty industry.
Chriselle Lim – Phlur’s creative director will continue in her role with the brand while retaining a meaningful stake with Ben Bennett’s The Center, a renowned beauty accelerator that partnered with Phlur in 2021, while Prelude Growth Partners will exit its investment in Phlur as part of the deal.
Chriselle Lim said in a statement: “We’ve always believed fragrance is a deeply personal form of self-expression,” “Our community values transparency, creativity, and emotional connection. TSG Consumer shares those values, and we’re thrilled to partner with them for this next chapter.”
Elizabeth Ashmun, CEO of Phlur added: “TSG Consumer’s expertise in brands and understanding of the beauty space make them an ideal partner,” “We’re grateful to The Center and Prelude Growth Partners for believing in us early on, and we’re now poised to accelerate Phlur’s reach while continuing to champion the creativity that has always set us apart.”
Hadley Mullin, Senior Managing Director at TSG Consumer also added: Phlur’s commitment to authenticity, emotional storytelling, and modern scent creation makes it a standout in today’s fast-growing fragrance market,” “We’re excited to support Phlur’s continued growth by expanding its presence across geographies and product categories while preserving the creative vision and emotional resonance that define the brand.”
