Few beauty brands have managed to capture emotion through scent quite like PHLUR. At the helm is Chriselle Lim, whose career has evolved from digital storytelling to global entrepreneurship, with PHLUR becoming a cult favourite for its clean, genderless, and story-driven fragrances. In this exclusive interview with Vogue Arabia, Lim opens up about the inspiration behind PHLUR’s iconic creations, her connection to the Middle East’s rich fragrance heritage, and why she believes scent is the most personal accessory of all.
PHLUR has become known for its “fragrance wardrobe” philosophy. How did this concept come to life?
The idea came from the way I personally experience scent. As humans, we’re multifaceted and constantly evolving, so I wanted fragrances that reflect that — a wardrobe of scents you can choose from depending on your mood, moment, or desire. Today’s fragrance lovers are craving individuality and freedom. Instead of one signature scent, they’re building a fragrance wardrobe the same way they would a fashion one.
What gap in the market did you set out to fill?
The industry wasn’t always welcoming to clean, genderless, story-driven fragrances. With PHLUR, I wanted to create scents that feel deeply personal and relatable, fragrances that spark raw emotions. We never make straightforward scents — we start with something familiar and beloved, then layer in something unexpected to make it modern. Vanilla Skin is a great example: vanilla is universally adored, but we gave it new dimension with pink pepper and cashmere woods. It’s that balance of comfort and surprise that keeps our fragrances feeling fresh and relevant.
Your fragrances are often described as deeply emotional. How do you translate memories or feelings into scent?
Every PHLUR fragrance is inspired by a mood, moment, or raw emotional connection. When you wear them, it feels like putting on a persona — an invisible accessory that enhances how you want to feel. Our first viral fragrance, Missing Person, was born from my own experience of longing during my divorce. I shared that story, and our community began sharing their own — missing friends, grandparents, partners. It showed us just how powerful storytelling through fragrance can be.
You’ve evolved from content creator to fashion authority and now beauty entrepreneur. How has that shaped PHLUR?
Being a content creator taught me the importance of community and trust. Fashion sharpened my eye for detail and storytelling. Fragrance felt like the natural place to merge those worlds. With PHLUR, my vision has always been to create scents that act as invisible fashion accessories — an extension of your mood and identity for the day.