Phlur’s Founder Captured Yearning In A Bottle & Built A Viral Brand

The first thing Chriselle Lim ever bottled was heartbreak.

When she came across the brand Phlur, then an obscure clean fragrance brand with a small following, Chriselle Lim was in the middle of a divorce. “An inconvenient time,” she says, laughing.
Lim is every bit the glossy CEO meeting with ELLE Australia in Sydney, dressed in the latest season Beare Park to celebrate Phlur’s launch into Mecca. But, she’s grown a brand predicted to exceed $150 million in US sales…