Yesterday, TSG Consumer, a private equity firm focused on the consumer sector, has acquired the contemporary U.S. fragrance brand Phlur, the companies announced. Financial terms of the deal were not disclosed.
As part of the transaction, Prelude Growth Partners will exit its investment in Phulur. Phlur founder and creative director Chriselle Lim will remain in her role and retain a meaningful ownership stake in the company, alongside beauty accelerator The Center, founded by Ben Bennett, which first invested in Phlur in 2021.
Founded in Austin, Texas, in 2015, Phlur is known for its “mindfully formulated” fragrances developed in collaboration with master perfumers. The brand’s popular scents—such as Vanilla Skin, Heavy Cream, and the viral hit Missing Person—are sold online through its own website and via major retailers including Sephora, Amazon, and Space NK.
“We’ve always believed fragrance is a deeply personal form of self-expression,” said Lim in a statement. “Our community values transparency, creativity, and emotional connection. TSG Consumer shares those values, and we’re thrilled to partner with them for this next chapter.”
TSG Consumer, which manages approximately $13 billion in assets, has a track record of backing high-growth consumer brands. Its portfolio includes past and present investments in names such as E.l.f. Cosmetics, Smashbox Cosmetics, Summer Fridays, IT Cosmetics, Dutch Bros Coffee, and Planet Fitness.
