We have seen Chriselle Lim grow, her OOTDs, learned from her get-ready-with-me’s, and double-tapped on more than we can count of her aesthetic, so when Chriselle Lim decided to head into the beauty space, we knew something exciting was on the way.
PHLUR is the fragrance brand that has taken over our feeds with its emotional scents, minimalist bottles, and to be completely honest, the viral collection known as Missing Person.
We were lucky enough to sit down with Chriselle to chat about her journey into the beauty industry, how she brought PHLUR to life, and how she handled the challenges of being an entrepreneur.
Take a seat and breathe it in: Meet the woman behind the scent of the moment!
Cosmo ME: Can you share a bit about your background and what inspired you to start PHLUR?
Chriselle: I’ve always loved fashion, that’s where I first started. I started as a stylist and eventually launched my blog and YouTube channel back when social media was just taking off. Over the last 15 years, I’ve cultivated an audience through storytelling and sharing fashion and beauty advice.
A few years ago, I was given the opportunity to acquire and rebrand PHLUR. It felt like a natural extension of my journey, this time telling stories and emotions through scent. I’ve always believed fragrance is one of the most intimate forms of self-expression, a representation of who you are.
Cosmo Me: Where and when did you start PHLUR, and what did those early days look like?
Chriselle: PHLUR already existed before my business partner and I took it over four years ago. We relaunched it shortly after; from the beginning, it was all about creative storytelling. Every launch was an opportunity to capture emotion in a bottle. We had so much fun naming the scents, giving each fragrance a persona that felt more like a memory or a feeling than just an ingredient list.
Cosmo ME: What was the biggest challenge you faced starting your brand, and how did you overcome it?
Chriselle: When we first launched, “blind buying” fragrance online was almost unheard of. Traditionally, people wanted to test scents in-store before committing. We weren’t sure if anyone would buy a fragrance they couldn’t smell first.
But with Missing Person, I told my personal story, how it was born out of heartbreak and loss during my divorce. That vulnerability resonated. People connected with the emotion behind the fragrance. Not only did we sell out, but we had a waitlist of over 250,000 people. Now, our audience fully trusts us and often buys our scents without smelling them first. That loyalty is the foundation of everything we do.
Cosmo Me: Your scents feel modern but rooted in emotion. How do your personal values shape the brand?
Chriselle: PHLUR was reborn out of a deeply emotional period in my life. Missing Person captured my longing for love and connection, it’s a skin musk, intimate and personal, like the scent of someone you love lingering on your skin.
Every fragrance we create has a story and an emotion at its core. While our experiences may differ, the emotions, heartbreak, desire, joy, and empowerment are universal. Connection is everything. We encourage people to wear scents in a way that’s uniquely true to them, layering, mixing, and creating a fragrance wardrobe. That’s why our motto is: Wear what’s true.
Cosmo Me: Can you walk us through what it’s like to develop a new fragrance? Do you have a favourite?
Chriselle: Each fragrance starts differently. Sometimes it’s a moment or emotion we want to capture; other times it begins with an ingredient. For example, we wanted to reinvent the rose, something modern, dark, and unexpected, not your grandma’s rose. That’s how Rose Whip, our “baddie rose,” was born.
Choosing a favorite is nearly impossible, but right now I’m obsessed with Cherry Stem, our latest launch. It’s a deep, lacquered cherry with a soft leather base, edgy yet sensual. I love layering it with Rose Whip. During the day, Father Figure is my go-to; it’s lush, fresh, and empowering.
Cosmo Me: How do you find time for yourself while running a brand? Any self-care tips that work?
Chriselle: It’s not easy, but I make space for my non-negotiables. Pilates is my grounding ritual. And living near the ocean, I often start my day with coffee and a walk on the beach. Movement and nature clear my head and fuel my creativity.
Entrepreneurship is a marathon, not a sprint. I remind myself daily that taking an hour for joy or movement isn’t wasted time, it’s essential for my mental health and creativity. To lead a brand, you have to first be a good boss to yourself: push hard, but also allow space to breathe, recover, and dream.
Cosmo Me: What’s the most valuable lesson you’ve learned since launching PHLUR?
Chriselle: That authenticity always wins. Vulnerability and real storytelling connect far deeper than the glossiest campaign. I’ve also learned that people want fragrance to be personal. They don’t want rules; they want to experiment, layer, and create something uniquely their own. At PHLUR, we celebrate that freedom.
Cosmo Me: How do you want people to feel when they wear your fragrances?
Chriselle: I want them to feel fully themselves, or who they aspire to be. Fragrance has the power to unlock confidence, playfulness, and even comfort. I want people to feel free, unmasked, and at home in their own skin.
Cosmo Me: Let’s talk visual identity. The packaging is stunning. What was your approach?
Chriselle: Fragrance, like fashion, is the finishing touch to how you show up in the world. I wanted our bottles to reflect that, sophisticated, modern, and elevated, but still fun and expressive. The colors speak to different aspects of who we are as humans. The porcelain magnetic cap feels artisanal and luxe, while the simplicity of the bottle keeps it modern and timeless.
Cosmo Me: What’s next for PHLUR?
Chriselle: We’re expanding into new categories while continuing to grow our fragrance wardrobe. Our deodorants have been a huge success; they double as the first step in scent layering so you’ll see more body products from us.
But most exciting of all: launching in the Middle East. It has always been a dream of mine to bring PHLUR here, and I couldn’t be more honored for this next chapter.
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