If you’ve stepped foot in a Sephora this year, I’d bet you’ve seen (or smelled) Father Figure. Missing Person is a BeautyTok favorite, with thousands of videos speaking to the best layering combinations. Mrs. Smith, an unexpected blend of pear and praline, became a best-seller just one week post-launch, and Golden Rule was crowned the first viral perfume of 2025. Phlur, since its re-launch in 2020, has experienced a constant stream of success, becoming one of the most impactful indie beauty brands and a significant disruptor in the fragrance space—primarily because of Creative Director Chriselle Lim’s unorthodox approach to perfume creation.
“One of the reasons we’ve had major success is because we questioned how things were traditionally done and did the opposite of what everyone else was doing. Instead of painting a picture-perfect life—running through a field and meeting Prince Charming—our visuals started more as I’m broken, I’m lost, I’m empty,” she exclusively tells Marie Claire. “People can relate more to vulnerability and realness and authenticity.” The brand’s DNA—and Lim’s secret sauce—is precisely why the brand was such a sought-after sale.
