TSG Consumer Acquires Fragrance Disruptor Phlur in Strategic Growth Move

TSG Consumer, a private equity firm renowned for investing in consumer brands like Dude Wipes and previously Huda Beauty, has announced the acquisition of fragrance brand Phlur. Chriselle Lim will continue as the brand’s creative director and maintain her ownership stake, while Ben Bennett’s The Center—Phlur’s strategic partner since 2021—will also retain its investment. Prelude Growth Partners will exit as part of the transaction.

Phlur, known for their fragrances such as Vanilla Skin, Heavy Cream, and the viral Missing Person, has rapidly expanded through online channels and major retailers including Sephora, Amazon, and Space NK.

Chriselle Lim emphasised the brand's focus on transparency, creativity, and emotional connection, aligning well with TSG Consumer’s values. CEO Elizabeth Ashmun highlighted the opportunity to scale Phlur’s reach while maintaining its creative identity. Hadley Mullin, senior managing director at TSG, praised Phlur’s authenticity and storytelling, noting plans to expand the brand geographically and across product categories.

Colin Welch of TSG emphasised today’s fragrance consumers seek identity and emotional engagement, areas in which Phlur excels. Ben Bennett acknowledged the brand's extraordinary evolution and expressed enthusiasm for continued collaboration under TSG. Neda Daneshzadeh of Prelude Growth Partners reflected positively on their role in Phlur’s journey and expressed confidence in its future trajectory.

Source: TSG Consumer