TSG Consumer Partners has officially acquired the indie fragrance label Phlur. While the specific financial details of the deal have not been disclosed, this acquisition represents a strategic move by TSG to expand its influence within the rapidly evolving fragrance market.

Phlur, which was relaunched in February 2022 by The Center and notable influencer Chriselle Lim, has quickly established itself as a formidable player in the fragrance sector. Boasting a commitment to sustainability and unique scent profiles, Phlur has captured the attention and loyalty of consumers, positioning itself as the number two growth brand at Sephora across both the U.S. and Canada. This achievement speaks volumes about the brand’s innovative approach and resonates with a growing audience seeking authentic and eco-conscious products.

The acquisition aligns with TSG Consumer Partners’ strategic vision to invest in high-growth beauty brands. Last year, TSG made headlines with its investment in Summer Fridays, and they have previously held stakes in well-known names like Huda Beauty. This track record underscores TSG’s expertise in identifying and supporting emerging brands that demonstrate significant market potential.

As the fragrance landscape continues to evolve, the integration of Phlur into TSG’s portfolio further solidifies the firm’s position in the beauty sector. Phlur’s commitment to clean, sustainable fragrance aligns with consumer trends favoring transparency and environmental responsibility. The partnership is poised to enhance Phlur’s reach and capabilities in an increasingly competitive market.

Industry observers will undoubtedly be watching closely to see how this acquisition will unfold and what it means for the future of Phlur. With TSG Consumer Partners’ extensive resources and know-how, the indie fragrance label is well-positioned to scale its operations and continue its trajectory of growth.