Phlur, the fragrance brand, has named two experienced professionals from the beauty industry to key leadership positions. Elizabeth Ashmun, formerly President of the adaptogenic brand Moon Juice, has been appointed CEO. Concurrently, Linette Kim, who has previously served in senior roles at Bliss and L’Oréal, has been appointed as the Chief Marketing Officer (CMO).
“I’m very proud of where we’ve been able to bring Phlur over the last two years since relaunching the brand,” said Lim, Phlur owner and Creative Director, who took the reigns as founder in 2021 following the brand’s acquisition earlier that year by Ben Bennett’s Los Angeles-based incubator, The Center.
“I’ve been able to [create] that growth with myself and my current team — but in order for us to truly scale and get to the next level I knew I needed to bring in key hires that would allow us to do that.” Lim added.
While the specific scale of the business remains undisclosed, according to industry insiders, Phlur is estimated to achieve net sales ranging between $60 million to $70 million in 2024. The brand currently retails at Sephora, and TikTok Shop, and is set to expand into Space NK in the U.K.
Although Lim did not provide exact sales numbers, Phlur’s TikTok Shop has recorded over 103,000 purchases to date. The brand’s 50-ml. eau de parfums are priced at $99, while its full-size body mists and oils retail for $35 and $45, respectively.
Ashmun mentioned that seventy percent of the brand’s business originates from its direct-to-consumer channel, which Phlur aims to sustain even as it broadens its retail presence. “DTC is important to us because we want to own that relationship with the consumer and that 1-to-1 communication we’re able to have,” said Ashmun.
