TSG Consumer has announced its acquisition of fragrance brand PHLUR, marking a significant fragrance brand acquisition in the beauty sector. Known for its emotion-driven scents, PHLUR quickly built a loyal customer base across major retail channels. This acquisition will help scale the brand’s reach, aligning with TSG’s focus on consumer-driven growth.
Chriselle Lim will remain as Creative Director and continue holding equity alongside Ben Bennett’s The Center, which partnered with PHLUR in 2021. As part of this fragrance brand acquisition, Prelude Growth Partners will exit its investment.
PHLUR gained popularity for its emotional storytelling and high-quality fragrances like Missing Person, Heavy Cream, and Vanilla Skin. The brand distributes through its own platform and retail partners including Sephora, Amazon, and Space NK.
Chriselle Lim emphasized the importance of transparency and emotional connection in PHLUR’s success. She noted that TSG Consumer shares those values, making this fragrance brand acquisition a natural step forward.
CEO Elizabeth Ashmun praised TSG’s brand expertise and their strategic role in PHLUR’s future. She thanked The Center and Prelude Growth for their early support, highlighting that this new partnership sets the stage for expansion.
TSG’s Hadley Mullin pointed out that modern consumers seek emotional resonance in fragrance, and PHLUR delivers exactly that. TSG plans to expand PHLUR’s product categories and geographic footprint while preserving its unique brand story.
Colin Welch from TSG added that today’s fragrance buyers seek identity and meaning, not just scent. He believes this fragrance brand acquisition enables PHLUR to build even deeper consumer loyalty.
Ben Bennett, Founder of The Center, said the brand’s journey has been exceptional, and he looks forward to continued success with TSG’s involvement.
Neda Daneshzadeh of Prelude Growth Partners expressed pride in PHLUR’s achievements and confidence in the brand’s future under new ownership.
Raymond James served as PHLUR’s exclusive financial advisor. Legal counsel included Mintz, Levin, Cohn, Ferris, Glovsky & Popeo P.C., and Polsinelli P.C. for PHLUR, while TSG was advised by Ropes & Gray LLP.
The financial terms remain undisclosed. The fragrance brand acquisition is expected to close following regulatory approval and standard conditions.
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News Source: Businesswire.com
