TSG Consumer Partners Acquires Phlur, Powering the Rise of Influencer Fragrance Brands

Private equity firm TSG Consumer Partners has signed a definitive agreement to acquire Phlur, a mass fragrance brand known for its emotionally driven scent storytelling and strong Gen Z appeal.

The acquisition comes as Phlur is projected to surpass $150 million in retail sales this year. Relaunched in 2022 by influencers Chriselle Lim and Ben Bennett's brand incubator, The Center, Phlur has carved out a niche with mood fragrance lines like Missing Person and has achieved triple-digit growth at retailers like Sephora and Space NK. The brand is reportedly Sephora's second-fastest-growing fragrance brand in North America and has broken into the top ten prestige fragrance sales. Terms of the transaction were not disclosed, but TSG cited strong retail performance and consumer resonance as key investment drivers.

The acquisition demonstrates TSG's continued confidence in influencer-created beauty brands, a sector that has proven to deliver strong returns through the combination of product efficacy and retail appeal. While mergers and acquisitions in the beauty industry remain cautious, Phlur's unique market position, emotive branding, and rapid retail success make it an attractive outlier. The acquisition also aligns with TSG's existing portfolio, which includes previous investments in Summer Fridays, Huda Beauty, and Elf Beauty.