When the indie fragrance brand Phlur first launched in 2022, it was only available online—meaning customers had to buy its perfumes without ever smelling them. At the time, creative director Chriselle Lim wasn’t sure whether anyone would actually want to take that risk. But after she posted on TikTok that the signature fragrance “Missing Person” was inspired by her own experience with “the smell of a heartbreak,” the orders started flooding in.

Today, Phlur is available through both Sephora and Amazon, and was purchased in late July by the private equity firm TSG Consumer. It’s one example of a small company that’s leveraged savvy marketing, a clear brand perspective, and a voice on social media to develop a dedicated fanbase and pave the way for a successful acquisition.

At the Fast Com

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