Corporate Giant TSG Consumer to Acquire Perfume Brand PHLUR
In a move that signals the growth and expansion of the modern fragrance industry, TSG Consumer Partners has announced its acquisition of PHLUR, a contemporary fragrance brand founded in 2016.
Based in San Francisco, PHLUR has built a reputation for creating clean, accessible scents inspired by personal stories and everyday moments. The brand's fragrances, such as Vanilla Skin, Heavy Cream, and Missing Person, have resonated with consumers seeking transparency and sustainability in beauty products.
The acquisition follows PHLUR's reboot in 2022, which aimed to refresh the brand's image and offerings amid a competitive fragrance market. This relaunch aligns with a broader industry trend of revitalizing fragrance brands to better connect with modern sensibilities while maintaining quality and authenticity.
Hadley Mullin, Senior Managing Director at TSG Consumer, emphasized the importance of identity, emotion, and discovery in today's fragrance market and PHLUR's ability to meet that demand. He expressed excitement about the partnership, stating, "PHLUR's focus on storytelling in fragrance development and its commitment to clean, approachable luxury make it an ideal addition to our portfolio."
Colin Welch, Managing Director and Head of New York at TSG Consumer, also expressed pride in PHLUR's growth and looked forward to continued success with TSG Consumer's partnership.
Ben Bennett, Founder and CEO of The Center, which partnered with PHLUR in 2021, expressed pride in supporting PHLUR and looked forward to seeing its future accomplishments. Neda Daneshzadeh, Co-Founder and Managing Partner at Prelude Growth Partners, and Elizabeth Ashmun, CEO of PHLUR, did not provide new standalone facts in the given paragraphs but expressed excitement about the brand's growth and preservation of creative vision under TSG Consumer's ownership.
Chriselle Lim, Creative Director of PHLUR, will stay on with a stake in the company. Mintz, Levin, Cohn, Ferris, Glovsky, and Popeo and Polsinelli served as legal counsel for PHLUR, while Ropes & Gray provided legal counsel to TSG Consumer. Raymond James served as the exclusive financial advisor to PHLUR, and the financial terms of the transaction were not disclosed. The transaction is subject to customary closing conditions and regulatory approval.
With this acquisition, TSG Consumer aims to scale PHLUR's retail distribution and digital presence, leveraging its capital and expertise to grow the brand while maintaining PHLUR's original ethos of clean, approachable luxury fragrances. The strategy involves rebooting and refreshing the brand image and product offerings, emphasizing storytelling in fragrance development with notes that resonate personally, expanding market reach, and maintaining its clean beauty credentials to appeal to a conscientious consumer base.
This approach blends heritage fragrance quality with modern brand values and consumer trends, positioning PHLUR as a scalable, contemporary player in the fragrance industry.
The acquisition by TSG Consumer Partners, a private equity firm with interests in finance and lifestyle brands, signals a strategic move to scale Phlur, a modern fragrance brand specializing in clean, approachable luxury scents. With this partnership, Phlur's fashion-and-beauty offerings are expected to grow, maintaining their commitment to quality, authenticity, and sustainability while appealing to a conscientious consumer base.
This business deal aims to strengthen Phlur's position in the fragrance industry, blending traditional fragrance quality with contemporary brand values and consumer trends, ultimately positioning Phlur as a scalable, contemporary player in the fashion-and-beauty sector.
