Looking for a perfume label that is as luxurious and detailed in telling a story as it is earth-friendly? Phlur’s responsible, gender-neutral fragrances take you to the world of subtle luxury and present you with 6 surprising, carefully curated scents — Hanami, Olmsted & Vaux, Moab, Greylocke, Hepcat and Siano. Founded by Eric Korman as a reaction to his personal fatigue with boring, traditional fragrance-making, Phlur’s ideology is more than just making you smell better than your peers — it stands for carrying your entire lifestyle, aspirations and dreams in a single bottle, whilst boycotting all the nasties.
Phlur’s select skilled, appointed perfumers proudly deliver their mission to enhance your best traits, whilst remaining true to nature’s miracles, using the most mindful and caring approach to crafting perfumes. A variety of 6 fragrances, boasting fresh, citrusy notes, from white ginger, orange flower and ylang ylang, to carrying more dignified, succulent notes, from sandalwood and bergamot to silver vetiver, each lavish combination aims to capture and complement the personality of the wearer and day-by-day, with each wear, reveal more surprising note affairs.
With each perfume meticulously blended together with artisanal know-how by a skilled perfumer from ethically resourced plants, including incorporating a degree of fair-trade principles and a social mission, their essence is described by the brand as “Something that’s luxurious but isn’t about a celebrity or a fashion designer. Something you can try without enduring a department store fragrance counter. Something you look forward to wearing each and every day”. Phlur highlights the importance of trying out your favourite fragrances on your body rather than on paper — each time the handcrafted natural bouquet of notes melt with your skin’s own brings you closer to discovering your most loved combination — be it as earthy, idyllic and tradition-made-new as New England’s heritage inspired Greylocke, or as decadent and dynamic as Siano, helping you capture your feminine enigma — a blend of green peppers and cognac, this captivating, suave scent calls for wild, exotic moves on a midnight dance floor and is all about reviving your inner diva.
By no means is Phlur restricted to one aspect of doing fragrance responsibly — more detailed thought and focus has been injected into the ways of production, craftsmanship and therefore utmost care is taken when giving back to the community. This means Phlur has excluded all plants listed on the International Union for the Conservation of Nature's Red List of threatened plants, and proudly supports IUCN in furthering its important work. They don’t use animal products and other ugly nasties, such as stabilisers, parabens and phthalates, and are certified by Leaping Bunny for being cruelty-free. Phlur’ssocial mission projects include donating to the Central Park Conservancy, a nonprofit organization that works tirelessly to preserve and protect the Park to boosting vetiver farming in Madagascar. All their eau de perfum carries a Made In USA trademark.
In addition to social responsibility, even packaging has been reimagined in the light of eco — as light damages fragrance and to protect from potential harm done (yes, there is a more mindful way of bottling fragrance), Phlur has designed an opaque bottle made of an industry-leading 20% recycled glass to specifically protect the scent from light damage.
Have you ever thought that smelling the perfume is simply not enough to get to the core of its DNA? Fun fact: each Phlur scent comes accompanied by a Spotify track list that describes the essence of the perfume more than words ever could, making it easier to identify with. After all, choosing your go-to cologne is a very personal matter, telling a hundred stories of our identity, hopes and dreams — Phlur is here to make sure you don’t get lost in translation.
That’s no news all brands from beauty and lifestyle sector need to be more transparent, creative and multi-faceted than ever before to cope with competition in the more fragmented, global industry, so going bold on promoting lavish lifestyle is well encouraged, yet shouldn't be approached with leaving ethics floating as an afterthought on a discarded post-it note. Yet, a beautiful, responsible story is simply not enough. Another beautifully presented story-telling brand may seem more like transparency greenwashed — a marketing ploy per se will not deliver in the long run. Phlur has put extra thought into digging deeper into every single nuance of our lifestyles — even the vague in-betweens of our mundane 9 to 5s, proving that perfume can be made ethically, yet marketed very simply, playing delicately with our search for our own matching, individual identity. Phlur is working only with leading perfumers, qualified labs and experts in the industry, making it a cutting-edge sustainable product. Phlur is more than just a conscious story behind a brand made to convince and sell — it’s a whole institution of conscious fragrance, encompassing the scope of an aspiring brand with a heritage. As newcomer in the industry, Phlur exceptionally contributes towards a lasting holistic experience — with all shades of sustainability, from social mission to storytelling to choice of resources and environmental effect carefully covered and revealed to the end customer. In the end, sometimes all we need is to smell good and feel beautiful. Sometimes our identity comes in a neatly-packaged white matte glass bottle, paired with good ethics — the true cost.
Find PHLUR's sustainable, cruelty-free collection of scents here:
PS! Team Savant favourites were Hepcat and Hanami.