The Los Angeles fragrance brand founded by fashion designer and influencer Chriselle Lim will gradually launch in Sephora stores across Mexico and Europe over the spring and summer.
Building on its success in the United States, Phlur has recently reached the shelves of Sephora stores in the Middle East and those of Mecca in Australia. The brand will also complement its existing distribution with Space NK, Selfridges, and Brown Thomas, with whom the brand will continue to grow in the U.K. and Ireland.
Phlur will make its debut in Mexico with Sephora, launching with an app-exclusive preview on April 3, followed by a full e-commerce and brick-and-mortar rollout beginning April 6.
In Europe, Phlur’s rollout will unfold in a phased approach beginning in late April. The brand will first launch through Sephora Europe’s Minis & More assortment to drive discovery and trial during the week of April 27, featuring six travel-size SKUs available both within the Minis & More offering and online. Early June will see app-exclusive access from June 4 through June 7, allowing Sephora app users to shop the broader assortment ahead of the wider launch. The full e-commerce launch across Sephora Europe will follow on June 8, with brick-and-mortar doors opening beginning the week of June 22.
Both in Mexico and in Europe, Phlur’s product assortment will include the Eau de Parfums, Hair and Body Fragrance Mists, Body Oils, Sets and Deodorants.
"Fragrance today is deeply personal- it’s how people express identity, memory and mood without saying a word. Our partnership with Sephora has been instrumental in building Phlur’s community, and expanding into Europe and Mexico marks a meaningful next chapter in our global journey. These markets have a deep appreciation for fragrance, and we’re excited to introduce a more personal, layered approach to scent that reflects how people are wearing fragrance today as part of their daily lives and identities," said Chriselle Lim.
