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The fragrance world has a new obsession, and chances are you’ve already spotted it all over your feed. Meet PHLUR — the cult perfume house that has been quietly (and chicly) redefining what modern fragrance looks like.
And now, the brand has revealed its next big move: a regional debut at Sephora Middle East on September 20, landing in Saudi Arabia, the UAE, Kuwait, Qatar, Oman, and Bahrain.
The announcement came via creative director Chriselle Lim, who shared a heartfelt note alongside the news: “We’re beyond thrilled to bring PHLUR to new consumers around the world. Fragrance is such a powerful form of self-expression, and at PHLUR, we believe scent should tell a story – one that’s deeply personal, but also universally shared. I am so excited to connect with a wider community through our scents, and to see how customers across Australia and the Middle East make them their own.”
Founded in 2015, PHLUR has fast become a beauty editor’s favourite, admired for its fresh approach to fine fragrance. With a philosophy rooted in sustainability and transparency, the brand combines the best of nature and science: botanical ingredients when they’re safe for the planet, and lab-crafted synthetics when they protect natural resources.
Under Lim’s creative direction, the house has flourished, with bestsellers like Vanilla Skin – a warm, addictive gourmand – and the internet-famous Missing Person, a delicate floral that’s become a modern signature scent.
Minimalist, considered, and undeniably chic, PHLUR is less about perfume as an accessory and more about fragrance as an extension of self. And with the Middle East launch just around the corner, we couldn’t be more ready to finally get our hands (and wrists) on these cult bottles.
