Private equity firm TSG Consumer announced on Tuesday it has acquired U.S. fragrance brand Phlur.
Phlur
Financial terms of the agreement were not disclosed.
As part of the transaction, Prelude Growth Partners will exit its investment in Phulur. Meanwhile, Chriselle Lim, founder and creative director of Phlur, will continue in her role and retain a “meaningful stake” in the contemporary fragrance brand, alongside Ben Bennett’s The Center, a beauty accelerator that invested with the fragrance brand in 2021.
Founded in Austin, Texas in 2015, Phlur is “mindfully formulated” fragrance brand that taps the expertise of master perfumers to create its scents, including Vanilla Skin, Heavy Cream, and Missing Person. Today, the brand is sold via its dedicated e-commerce store, as well as in Sephora, Amazon, and Space NK.
“We’ve always believed fragrance is a deeply personal form of self-expression,” said Lim. “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.”
Founded in 1986, TSG Consumer is a private equity firm that invests in in the consumer sector, with approximately $13 billion in assets under management.
The firm has past and current investment in several consumer goods companies including Canyon Bicycles, Chemical Guys, Dutch Bros Coffee, E.l.f. Cosmetics, EoS Fitness, IT Cosmetics, Mavis Tire, Planet Fitness, Revolve, Smashbox Cosmetics, Summer Fridays, Think!, and Yard House.
