TSG Consumer, a private equity firm, announced that it will acquire PHLUR, a modern fragrance brand recognized for its storytelling and accessibility.
Creative Director Chriselle Lim will stay on with a stake, along with Ben Bennett’s The Center, which partnered with PHLUR in 2021.
Prelude Growth Partners will exit its investment. PHLUR has a loyal community, creating fragrances with master perfumers; popular scents include Vanilla Skin, Heavy Cream, and Missing Person.
The brand has expanded through PHLUR.com and retail partners such as Sephora, Amazon, and Space NK.
Advisors/counsel/support: Raymond James served as the exclusive financial advisor to PHLUR and Mintz, Levin, Cohn, Ferris, Glovsky, and Popeo and Polsinelli served as legal counsel. And Ropes & Gray provided legal counsel to TSG Consumer. Financial terms of the transaction were not disclosed. The transaction is subject to customary closing conditions and regulatory approval.
KEY QUOTES:
“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.”
Chriselle Lim, Creative Director of PHLUR
“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.”
Elizabeth Ashmun, CEO of PHLUR
“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.”
Hadley Mullin, Senior Managing Director at TSG Consumer
“Today’s fragrance shopper is looking for more than scent—they’re seeking identity, emotion, and discovery. PHLUR’s rapid growth and devoted customer base reflect its remarkable ability to meet that demand. Together, we will work to drive continued loyalty with existing consumers and introduce new fragrance lovers to the brand.”
Colin Welch, Managing Director and Head of New York at TSG Consumer
“PHLUR’s journey has been extraordinary, and we’re proud to have supported its growth. We look forward to continuing that success with TSG Consumer’s partnership.”
Ben Bennett, Founder and CEO of The Center
“We have been so proud to support PHLUR on its remarkable journey and we look forward to seeing all they will accomplish.”
Neda Daneshzadeh, Co-Founder and Managing Partner at Prelude Growth Partners
